The Role of Marketers and Communicators in Influencing Behavioral Change and Providing Consumer Guidance

On Demand
24/7 Access, Self-Paced

With the growing suicide rate and the latest in the opioid epidemic, there is value in integrating physical and behavioral health needs. This online course is designed for the health care marketer and communicator who is tasked with engaging the consumer around their behavioral health needs through calls to action and patient guidance. Providing those in need with the appropriate resources, which are often difficult to find in the traditional medical care model, requires various entities to work together, both inside the health care organization and in the community. Efforts to improve health through influencing behavior change and achieving your marketing objectives are not mutually exclusive and we will share how your role can play an integral part in care coordination, influencing community health and achieving your organization (and department’s) goals.

Key topics addressed in the online course include:

  1. National issues, research and resources in behavioral health and how to improve access to behavioral health services.
  2. Best practices in primary care coordination.
  3. Collaborative models for marketing and clinical services to better serve the patient.
  4. How to effectively change behavior (backed by evidence-based theory) and recruit patients in need of mental health services.

Course Format: This course will include the key modules outlined below. Each module consists of one or two webcasts, additional resources (articles, checklists, templates, webinar recordings, case studies) and discussion board assignments. Completion of all discussion board assignments will result in a Certificate of Completion.

 

Module 1 | National Issues in Behavioral Health
Pre-recorded, Introductory Webcast

In this module, national issues and new stats on behavioral health and treatments will be highlighted. You will also learn the importance of the Social Determinants of Health and how we need to go beyond the four walls of the hospitals and collaborate with community partners to reduce stigma, bend the cost curve and improve outcomes.

Key take-aways:

  • AHA's work to improve access to behavioral health services
  • The impact of a growing suicide rate; the latest in the opioid epidemic; and the value of integrating physical and behavioral health
  • How addressing behavioral health needs is vital to population health work
  • How behavioral health prevention, screening and treatment can improve overall outcomes and reduce costs

Speaker: Rebecca B. Chickey, MPH, Director, AHA's Section for Psychiatric and Substance Abuse Services, AHA

 

Module 2 | Front End Customer Capture, Guidance and Service
Pre-recorded Webcasts

Marketing and engaging customers around their behavioral health needs calls for simple patient/prospect guidance. In this module, you will hear how a primary care and contract center (Pinnacle Health) is leading practices in handling customer inquiries, and the means they are using to engage customers in their health. 

Key take-aways:

  • Identify health education events for first stage customer to attract customers.
  • Best practices in Contact Center handling for behavioral health.
  • Insights around primary care practice handling and coordination for behavioral health.

Speakers:

  • Linda MacCracken works with health services, including outreach programs to educate and attract customers to specialty services.
  • Dr. Lesley Levine works with health digital and personal contact centers setting up clinical triage and ensuring appointment capacity.
  • Dr. Tim Crowley works with physician groups and had success with colocation in behavioral.

 

Module 3 | Beyond the Barrier of Stigma: How to Capture the Existing Behavioral Health Patient
Pre-recorded Webcast

Awareness of mental health and substance abuse issues in mainstream media is higher than ever before, and so is acceptance of both as medical diagnoses and illnesses, not personal failings. With schools, primary care practices and even municipalities and police departments developing programs to identify and engage those who need services, finding people who need services is not the challenge. Instead, marketers who represent and support acute inpatient, partial hospital, or intensive outpatient levels of care must capture patients already in basic treatment but who need a higher level of care (LOC). Engaging patients who are acutely ill is best done in using a B2C model, where C equals behavioral health clinician.

Key Takeaways:

  • How to capture patients who have already identified and entered the behavioral health treatment system for your inpatient, partial hospital or intensive outpatient behavioral health programs.
  • Understanding the B2C model when C=Behavioral Health Clinician.
  • How marketing efforts and results translate into opportunities for collaboration with your program’s operations.

Speaker: Barbara B. L’Amoreaux, MS, Director of Marketing and Communication, Penn Medicine Princeton House Behavioral Health, Princeton, NJ

 

Module 4 | A Collaborative Model for Behavior Change
Pre-recorded Webcast

The entire health care delivery system is in a state of transition and our marketing functions must evolve, too. This module leverages existing communications and marketing skills and demonstrates how they can be deployed to the new world order—where population health is an emerging force. In doing so, we will build a strong case for the continued importance and relevance of marketing. 

In this session, we will explore a collaborative model—where marketing and clinical services combine their respective skills to:

  • Recruit patients for mental health treatment.
  • Engage and empower patients.
  • Facilitate adherence.
  • Affect positive behavior change.

The collaborative approach is grounded in evidence-based theory and the principles can be applied in any health care setting including behavioral/ mental health.

Key take-aways:

  • Learn how behavior change is grounded in evidence-based theory.
  • Learn how collaboration between marketing and clinical services enhances patient engagement and adherence in a behavioral health setting.
  • Determine why efforts to improve health through behavior change and achieving your marketing objectives are not mutually exclusive (Think win-win.)

Speakers:

  • Susan E. Dubuque, Principal/Co-founder, ndp
  • Eileen Stellefson Myers, MPH, RDN, LDN, CEDRD, FADA, FAND

 

Additional Resources
Additional resources (articles, checklists, and websites) will be provided, including pre-recorded webinars on the following topics:

  1. Engaging Older Adults in the Community
  2. The Opioid Epidemic: Its Origins and Immediate Implementable Risk Reduction Strategies
  3. Using Data to Drive Behaviors and Make Effective Decisions
  4. Standing out in the Crowd: Tools and Techniques for Successful Blog-Driven Content
  5. Digital Path to Treatment: Google Insights on Harnessing the Power of Video and Mobile
  6. Using Digital Strategies to Promote Better Choices Resulting in Healthier Communities
  7. Access Transformation: Applied Strategies from Other Industries
  8. How Marketing Efforts and Results Translate into Opportunities for Collaboration with Your Program’s Operations