MAPS Campaign Path Phase 1 preDec 8 2013

MAPS Campaign Path Phase 1 – pre-Dec. 8, 2013 Discovery • Learn about clinical experts’ recommendations. • Boil it down into simple, patientfriendly language. Strategic Planning • Develop a draft strategic communications plan • Goal, target audience, key messages, tone, key messengers, strategies, sample tactics to test. Campaign Themes • Guided by strategic plan, develop 4 potential campaign themes, and sample tactics illustrative of each theme, to be tested with patients. Phase 2 – post-Dec. 8, 2013 You are here. Patient Feedback Choose Theme Media Planning • Use patient feedback and clinical expert input to choose a campaign theme and refine the strategic communications plan. • Guided by refined plan, expert media planner recommends media mix to most efficiently and effectively achieve our goals within budget parameters. Tactical Development Tactical Execution Evaluate Campaign • Online interviews of 100 patients • Attitudinal barriers and opportunities? • Which potential campaign themes and media work best? • Develop materials needed to execute media plan (e. g. discharge packet, wallet cards, magnets, web video, website, radio ads, online ads, other? ) • With partners, get all materials and ads in front of the target audience as efficiently and effectively as possible. • Evaluate strengths and weaknesses of campaign to inform future outreach. 1