The Role of Marketers and Communicators in Influencing
Behavioral Change and Providing Consumer Guidance
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:
- National issues, research and resources in behavioral
health and how to improve access to behavioral health services.
- Best practices in primary care coordination.
- Collaborative models for marketing and clinical
services to better serve the patient.
- How to effectively change behavior (backed by
evidence-based theory) and recruit patients in need of mental health
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.
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
How behavioral health prevention, screening and treatment can
improve overall outcomes and reduce costs
B. Chickey, MPH, Director, AHA's Section for Psychiatric and Substance Abuse
Module 2 | Front End Customer Capture, Guidance and
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.
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
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
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.
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.
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 healthcare 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
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.
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
Susan E. Dubuque, Principal/Co-founder, ndp
Eileen Stellefson Myers, MPH, RDN, LDN, CEDRD, FADA, FANDAdditional Resources:
Additional resources (articles, checklists, and websites) will be provided,
including pre-recorded webinars on the following topics:
- Engaging Older Adults in the Community
- The Opioid Epidemic: Its Origins and Immediate
Implementable Risk Reduction Strategies
- Using Data to Drive Behaviors and Make Effective
- Standing out in the Crowd: Tools and Techniques for
Successful Blog-Driven Content
- Digital Path to Treatment: Google Insights on
Harnessing the Power of Video and Mobile
- Using Digital Strategies to Promote Better Choices
Resulting in Healthier Communities
- Access Transformation: Applied Strategies from Other
- How Marketing Efforts and Results Translate into
Opportunities for Collaboration with Your Program’s Operations