A Marketing Strategy to Promote Comprehensive Cancer Control in the United States :A Marketing Strategy to Promote Comprehensive Cancer Control in the United States Steven L. Reynolds, MPH Centers for Disease Control and Prevention May 5, 2005


Why? :Why? CCC is a new way of thinking about cancer prevention and control CCC does not address a specific cancer site or risk factor Policymakers, health care systems, and others are accustomed to a “silo” approach


Keeping it Simple :Keeping it Simple We are marketing CCC to make it more visible, understandable, and meaningful to key audiences: How? By – describing the value, using practical strategies, and applying multiple tactics The Plan!


Key Audiences :Key Audiences Federal, state, territorial, and tribal policymakers (CSG, NCSL, NGA, Mayors, etc.) National, state, territorial, and tribal cancer advocacy organizations National and state public health organizations (ASTHO, NACCHO, etc.) State, territorial, and tribal public health leaders (secretaries of health, health department directors, etc.)


Goals of the CCC Marketing Initiative :Goals of the CCC Marketing Initiative Increase awareness and understanding of CCC and its benefits Increase growth of, support for, and involvement in CCC activities nationwide Achieve consistency of messages across CCC activities nationwide Empower all who would like to promote CCC with the tools and messages to do so


Participating Organizations :Participating Organizations Intercultural Cancer Council National Governors Association American Cancer Society Michigan Department of Health C-Change South Carolina Department of Health Council of State Governments New York Department of Health Strategic Health Concepts Lance Armstrong Foundation Paula Kim Consulting South Carolina Cancer Coalition Association of State and Territorial Health Officials California Department of Health Cancer Control Outreach Center New Jersey Department of Health Northwest Portland Area Indian Health Board Chronic Disease Directors Baylor College of Medicine Rhode Island Cancer Council American College of Surgeons West Virginia University University of Hawaii BatesNeimand AED CDC, NCI and CMS


Phase I: Marketing Strategy Workshop :Phase I: Marketing Strategy Workshop December 6-7, 2004, Pine Mountain, GA 20 federal and 20 non-federal stakeholders Outcomes Obtained initial buy-in for marketing CCC Developed statements about value of CC Discussed strategies for promoting CCC Discussed tactics for promoting CCC


What We Learned :What We Learned From the perspective of key audiences, CCC Wins one visibility and recognition for participating Allows one to access and leverage the resources of others Puts one inside something big, important and powerful Allows one to better manage rivalries, system inefficiencies and competition Offers one access to the latest ideas and concepts around cancer prevention and control


Phase II: Marketing Plan and Materials :Phase II: Marketing Plan and Materials January through March 2005 Used what we learned in Phase I to develop Draft marketing plan Potential key messages Draft marketing materials


Mini Workshops For CCC Program Staff :Mini Workshops For CCC Program Staff Shortened version of the marketing strategy workshop Designed to get buy-in and input from program specialists January 20, 2005 - CCC Program Consultants March 3, 2005 - CCC Program Directors May 5 - CCC Program Directors


Phase III: Review and Decision-Making Workshop :Phase III: Review and Decision-Making Workshop March 30-31, 2005, Atlanta, GA Re-convened the same 40 stakeholders Participants Refined the draft marketing plan Evaluated proposed marketing materials Discussed the CCC name Explored challenges of marking CCC


Phase IV: Launch :Phase IV: Launch TBD by External Partners Workgroup “Soft” and “hard” launch activities Empower new audiences to advance and promote CCC activities Disseminate CCC marketing materials


Ongoing Evaluation :Ongoing Evaluation Evaluate progress and update tactics, as necessary Establish benchmarks for success Continually measure progress against these benchmarks


A Marketing Strategy to Promote Comprehensive Cancer Control in the United States :A Marketing Strategy to Promote Comprehensive Cancer Control in the United States Steven L. Reynolds, MPH Centers for Disease Control and Prevention May 5, 2005