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Stroke Awareness Planning Guide

How to plan and execute a stroke awareness campaign in your community

Table of contents

• Need for stroke awareness

• Tips for running a successful campaign

• Genentech stroke awareness materials

• Case study

2

Need for stroke awareness

3

The Devastating Impact of Stroke

• Stroke is the 4th leading cause of death in the U.S. and a leading cause of major disability1

• Stroke kills almost 130,000 Americans each year1

• Stroke kills nearly twice as many American women every year as breast cancer1,2

• Immediate medical attention may lower risk of disability or death3

• The estimated direct and indirect cost of stroke was $38.6 billion in 20091

4

1. American Heart Association. Heart Disease and Stroke Statistics—2013 Update. 2. U.S. Cancer Statistics Working Group. United States Cancer Statistics: 1999–2008 Incidence and Mortality Web-based Report. Atlanta (GA):

Department of Health and Human Services, Centers for Disease Control and Prevention, and National Cancer Institute; 2012. Available at: http://www.cdc.gov/uscs. Accessed January 4, 2013.

3. Marler JR, Tilley BC, Lu M, et al. Early stroke treatment associated with better outcome: the NINDS rt-PA stroke study. Neurology. 2011;77;1736.

Awareness of Symptoms Remains Low

• Most stroke patients do not seek immediate medical attention ‒ Only 25% of patients with acute stroke arrived at the emergency

department within 3 hours of symptom onset4

‒ In recent years, the percentage of patients arriving within 3 hours of symptom onset has not increased4

‒ Delays can be related to poor recognition of stroke symptoms and lack of awareness that medical attention for stroke victims is time sensitive5

4. Tong D, Reeves MJ, Hernandez AF, et al. Times from symptom onset to hospital arrival in the Get with the Guidelines--Stroke Program 2002 to 2009: temporal trends and implications. Stroke. 2012;43(7):1912-1917.

5. Moser DK, Kimble LP, Alberts MJ, et al. Reducing delay in seeking treatment by patients with acute coronary syndrome and stroke: a scientific statement from the American Heart Association Council on Cardiovascular Nursing and Stroke Council. Circulation. 2006;114:168-182.

5

A successful stroke awareness campaign has 2 key objectives:

1) Teaching the signs and symptoms of stroke

2) Motivating people to act fast by calling 911

6

Tips for running a successful campaign

Raising Awareness Requires a Good Strategy

Aim your

efforts toward

a large portion

of your target

audience, for

the greatest

impact

Launch and

sustain a high-

intensity

campaign

using multiple

channels

Use materials

that are impactful

and feature a

consistent

message across

multiple

channels

Ensure your

campaign is

measurable and

track your

progress

Build a Greater Impact Through These 4 Strategies

Steps in Running a Successful Campaign

1. Assemble Your Team

2. Plan and Execute

3. Track Results

4. Share Results

8

1: Assemble Your Team

• Key decision makers within your organization

• Stroke centers, local stroke groups, local stroke organizations, support groups, volunteers, survivors

• Emergency Medical Services, physicians, nurses, nursing and medical students

• Department of Health, American Heart Association / American Stroke Association, National Stroke Association

• Genentech provides free resources through StrokeAwareness.com

Once you have identified your team:

• Communicate your stroke awareness vision and the impact you hope to have in the community

• Work with your new team to define your goals and share campaign responsibilities

9

Identify the people and organizations that can become

valuable partners in your awareness campaign

2: Plan and Execute

Define your target audience

• Target high-risk groups—For example: 35 to 75 years old, African Americans, diabetics, Caucasian females, etc.

• Market size—Of the people you’d like to target, how many live in your market?

• Age—What is the average age of the targeted people in your market?

• Gender—Do you need to target one gender more than the other?

• Lifestyle—Can the lifestyles of the people in your market help you determine the best way to reach them?

10

2: Plan and Execute (continued)

Define your budget and resources

• The more funds you can raise, the greater impact you can have

• Your budget will determine which channels are appropriate for your campaign

Your budget may vary depending on the size of your community

• Media costs will vary by market

• Your budget may determine the media channels you choose or vice versa

• If you are a non-profit, some media providers or advertising agencies may agree to support your efforts, pro bono

• Your media planner may help you determine the right channels for your goals and budget

11

2: Plan and Execute (continued)

Leverage existing resources

• Other stroke centers and key stakeholders (stroke coordinators, patient advocacy organizations, etc.) in your community can enhance your effort

• Reach out to these groups to see how your efforts can expand upon theirs and vice versa

Explore all channels and develop a media plan that fits best

• Work with your media team to determine the channels that are most effective for your community and audience. Use the factors mentioned earlier (age, ethnicity, etc.) to help you choose appropriate channels

12

Several Basic Types of Media

13

Mass media

• Channels such as Print Ads, Billboards, and Radio allow you to reach a large audience

Community outreach

• Programs targeting schools, churches, large employers, senior homes, etc. may allow you to provide detailed information about stroke to the public

Public relations

• Articles and news stories published in media sources may help you spread your message at a lower cost

Social media

• Online social networks allow you to spread your message even further

Mass Media Channels at a Glance

14

Channel Strengths Weaknesses

Television • Impactful

• Broad reach

• Expensive

• Requires high frequency of message

Radio • Efficient

• Audience loyalty

• No visuals

• Non-intrusive medium (ie, background

noise)

Print • Targeted

• Allows for detailed copy

• Campaigns must run for long periods and

across multiple publications to be noticed

• Requires high frequency of message

Digital • Highly targeted

• Cost effective

• Interactive

• Recent data suggests fewer people click

these ads

• Ads must be resized for different websites

• Best for targeting younger audiences

Outdoor/

Billboards

• Broad reach

• Efficient/Captive audience

• Limited communication

• Can be targeted regionally, but not by age

or demographics

Benefits of Community Outreach

Community outreach

• Identify and utilize community champions

• Planning local outreach is also crucial in extending the reach to your audience; consider partnering with:

Benefits of community events

• Cost-effective way of reaching your audience

• Impactful for small/medium market cities

• Allows team to discuss stroke in detail—answer questions immediately

15

Schools Churches

Libraries Local businesses

Community centers Nursing homes

Examples of Community Outreach Tactics

Sample community outreach tactics

• Conduct free blood pressure screenings, risk factor evaluation and stroke education at health fairs and other public venues

• Partner with large employers to promote stroke awareness in the workplace

• Reach out to churches, beauty shops, schools etc. to provide stroke education

• Launch a drive to distribute stroke education materials to community and senior centers, libraries, and stores

• Ask local retail businesses to educate employees and customers by adding F.A.S.T. wallet cards to shopping bags

16

Effective use of Public Relations

Public relations

• Local news media may help you raise awareness of stroke in an cost-effective way, and could help drive attendance at your stroke awareness events

• Propose news worthy articles and stories to local media to get media attention

Sample public relation tactics

• Submit a stroke awareness article to community, business, or organization newsletters along with the news media

• Distribute stroke stories, facts, and op-eds to TV, radio, newspapers, bloggers and online media. Contribute powerful patient stories—with their consent—to add a personal experience story for local interest

• Engage local celebrities with connection to stroke to get even wider media attention

17

Effective use of Social Media

Social media

• Facebook, Twitter, and other social media tools provide you with access to the public

• These tools allow you to spread stroke awareness for free

• The more compelling and impactful your messages, the more likely they are to go viral

Sample social media tactics

• Create Facebook posts, tweets, and YouTube programs for stroke awareness

• Sample Facebook and Twitter posts are available for download at StrokeAwareness.com

• Choose a specific day to have your entire stroke team post stroke awareness messages on Facebook or Twitter, for higher impact

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3: Track Results

Metrics and key performance indicators will show impact, help you inform your supporters, and obtain funding for future events

• Different organizations have different measuring capabilities

• Important to define the best metrics for your organization

Key metrics to be measured may include:

• % of patients arriving on time, pre- and post-campaign

• 9-1-1 calls made, pre- and post- campaign

• Number of people reached through each channel

• Number of FAST materials distributed

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4: Share Results

Program impact can motivate others

• Encourages other organizations to participate

• Increases perception of your hospital as the community leader in stroke care

• Promotes future stroke awareness investments

Sharing campaign results builds morale and support

• Co-workers and colleagues

• Companies interested in awareness and sponsorships

• Attend regional stroke consortiums, to share your experiences

• Provide feedback to your Genentech Clinical Specialist, so Genentech can improve the tools we provide

20

Genentech stroke awareness materials

21

Campaign Objectives

Educate

• Teach people how to recognize the signs and symptoms of a stroke

Be remembered

• Deliver stroke awareness message in a way that is easy to understand and memorable across multiple age and ethnic groups

Drive action

• Clearly communicate the importance of calling 911 immediately if any sign(s) of a stroke are seen

22

Genentech’s Stroke Awareness Campaign

Developed by a professional ad agency based in NYC, this campaign was tested in market research with a diverse demographic population including members of the public, stroke survivors, and family members of stroke victims.

Elements of the campaign:

• Header—Communicate directly that this person is having a stroke and what to do

• Image—Respondents preferred showing a stroke in progress to draw their attention

• Yellow box—Tells us why to act F.A.S.T.

• F.A.S.T.—Educates about signs and symptoms

• Customizable—Add your hospital logo

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Stroke awareness toolkit

Community Outreach

• FAST

materials

• Stroke

Brochure

• Slide deck

• Risk

Assessment

Scorecard

• EMS4Stroke

Social Media

• Tips to

engage in

social media

• Sample

message for

Facebook,

Twitter

Resources will drive public to StrokeCall911.com (patient website)

Stroke Awareness Planning Guide to help local communities build their campaign

Mass Media

• Billboard, bus

shelter…

• Print

• Radio spot

• Banner ads

Public Relations

• Image library

• PSA radio spot

• Media release templates

• Stroke 101 fact sheet

Case Study

25

Case Study: Methodist Hospital

Outreach challenges

• Methodist Hospital serves 9 counties in the Houston area

• Minimal hospital marketing budget • Budget is spread across many marketing efforts

• No full-time stroke coordinator position

The situation

This information has been provided by Methodist Hospital.

Case Study: Methodist Hospital

Stride 4 Stroke — 5k run/walk

• Raises money though registration fee ($25) and corporate donations

• Promoted through local TV, radio, PR, and Houston Astros’ "Strike Out Stroke" Night

• Partnership with Rice University for facilities, equipment, food, and entertainment

The solution

This information has been provided by Methodist Hospital.

Stride for Stroke: Photos

28

Case Study: Methodist Hospital

With approximately 5,000 people participating each year,

Stride 4 Stroke raises $600,000 annually to fund:

Community education

• Community groups, senior centers, retirement and assisted living groups

• EMS and own hospital system

Education within business communities

• Focus on businesses that have wellness programs

• Stress importance of targeting people in their 30s and 40s

The results

This information has been provided by Methodist Hospital.