It's Safe to Ask
WEA Trust, health insurer for Wisconsin public school employees, was committed to educating plan members about medical quality and error.
Our goal was to help members receive better care by being more knowledgeable and proactive on their own behalf. Reducing medical error also helps reduce health care costs.
According to the Institutes of Medicine, as many as 98,000 Americans die each year from preventable medical errors. Many more are harmed by mistakes or poor quality care. Unfortunately, very few people are aware of the prevalence of the problem.
From secondary research, we learned more about public awareness and attitudes regarding errors in health care. We also reviewed existing research on the most effective messages for communicating about medical issues. Studies indicated people are more responsive to health-related messages that use fear to motivate.
More Information Was Needed
Because of the complexity of the issue, we conducted primary research among our members to gain insights about awareness, beliefs and attitudes—and to test different messages.
What we learned from a series of focus groups led to major changes in our planning. People who had little experience with health care refused to believe there was a problem. Those with more contact with the system knew about medical error and believed it had to be addressed.
Messaging using fear scored extremely low as a motivator. Instead, focus group participants wanted to be told that it’s ok—it’s their responsibility—to be more proactive and to ask questions of their providers. Also, they wanted to feel empowered—that they could impact quality of care they and their families receive.
Our primary strategy was to raise awareness, then provide information, resources and tools for members to use as they became more involved in their own health care.
Sonic Foundry Introduces
ACID Music Software
Established brand in music recording industry, introducing first mass product, ACID music software, to retail.
Sonic Foundry’s booth had record traffic, a “front-page” presence in the show dailies, record sales, national press coverage, a dramatic rise in stock value, a Pushie Award for generating the most buzz at Comdex and a successful sell-in to the retail channels.
One year later, MTV commercials and a national consumer campaign made Acid the number-one selling music software in the country, with a 48-percent market share. The nearest competitor had only 18 percent share.
Orkin Acurid Commercial Pest Elimination Services
Following the highly successful launch and seven-year record of building the Orkin Agribusiness brand, we were awarded the launch, communications planning and campaign execution for the company’s new business-to-business brand, Acurid.
_Tactics (Partial List)
We executed a comprehensive media relations campaign, which included the following:
Established a new Acurid Speakers Bureau program comprising modular PowerPoint presentations customizable for each targeted industry and high-visibility speaker placements.