Susan E. Dubuque
Barbara B. L’Amoreaux, MS
Director of Marketing and Communication
Penn Medicine Princeton House Behavioral Health
Eileen Stellefson Myers, MPH, RDN, LDN, CEDRD, FADA, FAND
Executive Health And Wellness Consultant
Eileen Myers Consulting
Linda H. MacCracken
Lesley Levine, MD
Managing Consulting Principal Director
Tim Crowley, MD
Senior Vice President of Physician Network Development
Rebecca B. Chickey, MPH, Director, AHA's Section for Psychiatric and Substance Abuse Services, AHA
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:
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.
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
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.
Module 3 | Beyond the Barrier of Stigma: How to Capture the Existing Behavioral Health Patient
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.
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
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:
The collaborative approach is grounded in evidence-based theory and the principles can be applied in any health care setting including behavioral/ mental health.
Additional resources (articles, checklists, and websites) will be provided, including pre-recorded webinars on the following topics: