Spread The Word: Marketing Self-Management Education Through Ambassador .
Spread the WordMarketing Self-Management EducationThrough Ambassador OutreachNational Center for Chronic Disease Prevention and Health PromotionDivision of Population HealthA
The Centers for Disease Control and Prevention (CDC) Arthritis Program has developedSpread the Word: Marketing Self Management Education Through Ambassador Outreachto help increase enrollment in self-management education workshops by word-of-mouthrecommendations. This guide was designed to help organizations that offer workshops toimplement Ambassador Outreach in their communities.All materials in this guide are available on the CDC Web site at ort/ambassador-outreach.Suggested CitationCenters for Disease Control and Prevention. Spread the Word: Marketing Self-ManagementEducation Through Ambassador Outreach. Atlanta, GA: Centers for Disease Control andPrevention, US Dept of Health and Human Services; 2013.Web site addresses of nonfederal organizations are provided solely as a service to readers.Provision of an address does not constitute an endorsement of this organization by CDC or thefederal government, and none should be inferred. CDC is not responsible for the content ofother organizations’ Web pages.
Spread the WordMarketing Self-Management EducationThrough Ambassador OutreachCDC research has shown that many people, including those witharthritis, do not know that self-management education workshopsexist in their communities. They also prefer to learn from people likethemselves who have experienced and benefitted from self-managementeducation workshops. The goal of the Ambassador Outreach Strategy isto increase participation in these workshops by using community-basedAmbassadors to promote the workshops and create interest throughword of mouth.This guide gives step-by-step instructions and guidance to Coordinatorson how to find and train Ambassadors. It also gives Ambassadors ideasand tools for marketing self-management education workshops.U.S. Department of Health and Human ServicesCenters for Disease Control and PreventionNational Center for Chronic Disease Prevention and Health PromotionDivision of Population HealthArthritis Program
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ContentsIntroductionWhy Chronic Disease Self-Management Education?.2Why Ambassador Outreach?.2Marketing Self-Management Education Workshops.3What Is an Ambassador?.3How to Use the Ambassador Outreach Guide.3References.4Coordinator’s GuideHow to Use the Coordinator’s Guide.5Step 1: Preparing for Ambassador Outreach.5Step 2: Implementing Ambassador Outreach.8Step 3: Evaluating Ambassador Outreach.10Conclusion.11Coordinator’s Tools: Preparing for Ambassador OutreachPlanning Tools.13Recruiting Tools.19Training Tools.25Tools for Ambassadors.39Coordinator’s Tools: Implementing Ambassador Outreach.53Coordinator’s Tools: Evaluating Ambassador Outreach.57Person-to-Person Ambassador HandbookIntroduction. P-1Step 1: Preparing to Be a Person-to-Person Ambassador. P-1Step 2: Marketing Chronic Disease Self-Management Education Workshops. P-4Step 3: Connecting with Your Coordinator. P-6Summary. P-6Spokesperson Ambassador HandbookIntroduction.S-1Step 1: Preparing to Be a Spokesperson Ambassador.S-1Step 2: Marketing Chronic Disease Self-Management Education Workshops.S-4Step 3: Connecting with Your Coordinator.S-5Summary.S-6iii
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IntroductionPeople who have different chronic health conditions may face commonproblems, including high costs in both economic and human terms. In2005, 133 million Americans—almost one out of every two adults—hadat least one chronic illness.1 People may have more than one chroniccondition—for example, 52% of people with diabetes and 57% of peoplewith heart disease also have arthritis.2,3The Centers for Disease Control and Prevention’s (CDC’s) ArthritisProgram has identified several effective, evidence-based, and low-costinterventions that can reduce arthritis symptoms and improve quality oflife.4,5 Many of these interventions may also be appropriate for people withother chronic conditions.Although these interventions are available through state healthdepartments and other organizations across the United States,participation is low. Research has shown that most people do not knowthat classes are available in their communities to teach them aboutchronic disease self-management.5CDC has developed the Ambassador Outreach Strategy to increaseparticipation in self-management education workshops by usingcommunity members who serve as “Ambassadors” to promote theworkshops and generate interest through word of mouth. The goal of thisguide is to provide the guidance and tools to implement this strategy.The Ambassador Outreach Strategy and this guide are patterned on CDC’s1-2-3 Approach to Provider Outreach: Marketing Arthritis Interventions toPrimary Care Practices.6 The purpose of the 1-2-3 Approach was to givehealth care providers information on why and how to recommend selfmanagement classes to their patients. The Ambassador Outreach Strategyis focused primarily on teaching and supporting Ambassadors, who aresuccessful graduates of self-management education classes, to recruitparticipants directly.The guide will help Coordinators and their staff members Develop and implement a Coordinator’s Work Plan. Recruit and train two types of Ambassadors—Person-to-PersonAmbassadors and Spokesperson Ambassadors—to market selfmanagement education workshops like the Chronic Disease SelfManagement Program (CDSMP). Prepare Handbooks for your Person-to-Person and SpokespersonAmbassadors that include customized tools and marketing materials. Manage and evaluate Ambassador activities.1
Why Chronic Disease Self-Management Education?The current health care system in the United States responds well toimmediate medical needs such as accidents, severe injuries, and suddenbouts of illness. However, the health care system is not designed well formanaging the needs of people with chronic health conditions. In 2009, theU.S. Surgeon General recognized the importance of community-based selfmanagement education programs in helping people with chronic healthconditions, citing the CDSMP as a key example.7CDC’s Arthritis Program recommends self-management educationprograms, including both the CDSMP and the more disease-specificArthritis Self-Management Program (ASMP), because they have beenshown to help people with arthritis and other chronic conditions. Theseprograms are designed to help people with chronic diseases develop theknowledge, skills, and confidence to manage their conditions and continueto pursue the activities that are important to them.Meta-analyses of the CDSMP and the ASMP demonstrate consistent andpersistent improvements in self-efficacy; psychological problems such asdepression, anxiety, or distress over health; and lack of aerobic exercise,fatigue, and social-role limitation.8Why Ambassador Outreach?TipWord-of-mouth marketingdepends on people talkingto people. The credibility ofthe message depends on thecredibility of the messenger.Many studies have shown the benefits of participating in self-managementeducation workshops.8,9 However, only a small percentage of people withchronic diseases actually participate in these types of interventions. Forexample, about 11% of people with arthritis report attending an arthritiseducation program.10 Audience research, including focus groups andsurveys, among people with arthritis has shown that most people, atleast those with arthritis, do not know that self-management educationworkshops exist. This research has also shown that most people find outabout available interventions through word of mouth from friends andfamily.The findings from this research inspired a grassroots approach,the Ambassador Outreach Strategy, which uses community-basedAmbassadors to promote self-management education workshops.5Ambassador Outreach is a systematic way to spread the word aboutworkshops available in the community by building on word-of-mouthcommunication. It involves identifying, recruiting, training, and providingongoing support for a network of Ambassadors.Person-to-Person Ambassadors are trained to have one-on-oneconversations with potential workshop participants. SpokespersonAmbassadors are trained to make brief presentations to communitygroups. Ambassadors also may talk with influential members of thecommunity—doctors, spiritual leaders, members of communitygroups—who are in a position to recommend workshops to others.2
Marketing Self-Management Education WorkshopsThis guide is intended to help Ambassadors market or “sell” the valueof participating in a self-management education workshop. Grassrootsmarketing, also known as word-of-mouth and buzz marketing, is a focusedapproach to educating members of the community about a specificproduct or idea. This guide uses the marketing term pitch to describe acompelling message on the benefits of participating in self-managementeducation workshops. CDC research suggests that grassroots marketingcan be effective in increasing awareness of the benefits of participating inself-management education.5What Is an Ambassador?Audience research suggests that the most effective messenger is a person thatsomeone knows or a person who has a chronic condition and has benefittedfrom participating in self-management education workshops. Ambassadorsare messengers from the community who can generate buzz about selfmanagement education workshops. They represent the “voice of experience”and are likely to be living with chronic conditions and to have completed aself-management education workshop successfully. They can endorse andrecommend self-management education and provide up-to-date informationon how to attend a workshop.Person-to-Person Ambassadors use individual relationships andconversations with friends, family members, and others, while SpokespersonAmbassadors share their experiences with groups of people and encouragethem to enroll in workshops.How to Use the Ambassador Outreach GuideAlthough this guide, Spread the Word: Marketing Self-ManagementEducation Through Ambassador Outreach, is designed to market theCDSMP, it can be used to market the ASMP or other self-managementeducation workshops as well. In addition to tools for marketing theCDSMP, some materials that apply specifically to the ASMP are provided.All tools are available online at ort/ambassador-outreach in PDF, Word, Excel, andPowerPoint formats that can be downloaded and customized for eachAmbassador or promotional activity. In addition, tips and tools aredesignated by icons throughout the guide and handbooks to highlightsupplemental information.Tip: An idea that could helpshape your AmbassadorOutreach efforts.Tool: Handouts andtemplates to help you marketself-management educationworkshops.Lessons from the Field:Ideas or comments fromother Coordinators based ontheir experience.3
This guide includes three main sections that are designed to meet theneeds of Coordinators, Person-to-Person Ambassadors, and SpokespersonAmbassadors: Coordinator’s Guide. This guide is for the staff members of theprograms responsible for marketing and recruiting participants intoCDSMP workshops. It includes information and tools for planning,implementing, and evaluating Ambassador Outreach efforts. Person-to-Person Ambassador Handbook. This handbookis designed to provide customized tools for Person-to-PersonAmbassadors who market self-management education workshopsto individuals. Spokesperson Ambassador Handbook. This handbook is forSpokesperson Ambassadors who work with groups of people toencourage participation in CDSMP workshops.References1.Arthritis: comorbidities. Centers for Disease Control and Prevention Web site.http://www.cdc.gov/arthritis/data statistics/comorbidities.htm. Updated February 2,2011. Accessed May 23, 2013.2.Chronic diseases and health promotion. Centers for Disease Control and Prevention Website. tm. Updated August 13, 2012.Accessed May 23, 2013.3.Arthritis: meeting the challenge of living well: at a glance 2012. Centers for DiseaseControl and Prevention Web site. ations/aag/arthritis.htm. Updated April 12, 2012. Accessed May 23, 2013.4.Arthritis: intervention programs. Centers for Disease Control and Prevention Web m. Updated December 7, 2012. AccessedMay 23, 2013.5.Fleishman-Hillard Research. Increasing Demand for Self-Management Education: A FocusGroup Report to the Centers for Disease Control and Prevention and the Arthritis Program.Atlanta, GA: Fleishman-Hillard Inc; 2007.6.Centers for Disease Control and Prevention; Directors of Health Promotion andEducation. 1-2-3 Approach to Provider Outreach: Marketing Arthritis Interventionsto Primary Care Practices. Atlanta, GA: Westat, Inc; 2010. ort/ambassador-outreach. Accessed May 23, 2013.7.Galston SK. Surgeon General’s perspectives: self-management programs: one way topromote healthy aging. Pub Health Rep. 2009;124:478-480. reports/archive.html. Accessed May 23, 2013.8.Brady TJ, Murphy L, O’Colmain BJ, et al. A meta-analysis of health status, healthbehaviors, and health care utilization outcomes of the Chronic Disease SelfManagement Program. Prev Chronic Dis. 2013;10:120112. DOI: http://dx.doi.org/10.5888/pcd10.120112. Updated January 29, 2013. Accessed May 23, 2013.9.Arthritis: self-management education. Centers for Disease Control and ons/self manage.htm. Updated December 17,2012. Accessed May 23, 2013.10. Do BT, Hootman JM, Helmick CG, Brady TJ. Monitoring Healthy People 2010 arthritismanagement objectives: self-management education and clinician counseling forweight loss and exercise. Ann Fam Med. 2011;9:136-141.4
Coordinator’s GuideHow to Use the Coordinator’s GuideThe Coordinator is responsible for managing the Ambassador OutreachStrategy at local, state, or regional levels. The Coordinator’s Guide andAmbassador Handbooks were created to help local and state programsdevelop a grassroots marketing strategy to increase enrollment inself-management workshops, either through the Chronic Disease SelfManagement Program (CDSMP) or the Arthritis Self-ManagementProgram (ASMP). Whether a program is trying to fill one workshop inone community or many workshops in many communities, the methodfor marketing these activities is the same, Ambassador Outreach.The Coordinator’s Guide is a practical manual that shows you all thenecessary steps for coordinating and conducting an AmbassadorOutreach Strategy. There are three steps to coordinating AmbassadorOutreach: Preparing for Ambassador Outreach consists of writing acoordination plan, preparing the Person-to-Person and SpokespersonAmbassadors’ tools and Handbooks, and recruiting and trainingAmbassadors. Implementing Ambassador Outreach includes working withAmbassadors and supporting their activities. Evaluating Ambassador Outreach involves documenting activitiesand progress toward reaching CDSMP or ASMP enrollment goals.Step 1: Preparing for Ambassador OutreachDeveloping the Coordinator’s Work PlanEffective marketing begins with an effective plan. Developing a planis the key task in Step 1. Use the Coordinator’s Work Plan template inthe Coordinator’s Tools to guide you through the planning process. Foreach step in the process, from planning activities through outreach andevaluation, identify the resources needed and staff members responsiblefor the tasks and write a timeline for completion.Plan for challenges to occur and think of strategies to address them. Makea note of ways that your approach may differ from this guide so you cancustomize the training of staff members and Ambassadors.Coordinator’s Work PlanTemplatecoordInator’s Work Plan temPlateDate:Your State or Organization Name:Your Program Name:Goal: Identify what you are trying to accomplish with your Ambassador Outreach Strategy.Objectives: List your specific, immediate goals (e.g., increase enrollment of a particular class by 20%).Locations: Where in the community will you focus your Ambassador Outreach efforts? Explain therationale and criteria used to select locations (e.g., class availability, staffing, resources, geography).Audiences: List the types of audiences you want to reach and add names of individuals and groupswhen they are identified. Explain the rationale and criteria used to select audiences (e.g., influentialcommunity leaders, social club seniors). Identify specific audiences you want each Ambassador to reach.Person-to-Person AmbassadorsSpokesperson AmbassadorsPartners: List potential partner organizations and think about how their work can help yourAmbassador Outreach Strategy.Staff and Roles: Identify the number of staff members needed. List job titles and identify the role ofeach person in the outreach strategy. Identify the number of Ambassadors needed. Use the AmbassadorOutreach Plan and Activity Report forms.Preparing the Ambassador ToolsThis activity involves preparing the tools that will be used by either thePerson-to-Person Ambassadors or the Spokesperson Ambassadors. Thetools include guidance and forms, most of which are print-ready so that175
they can be copied or customized to your unique needs. For some, youwill want to make multiple copies for each Ambassador to use. Others,like the Talking Points Card, may require using cardstock and laminatingthem so that an Ambassador can use them in the field.Person-to-PersonAmbassadorHandbookSee Ambassador Tools, page 39.The Ambassador tools include the following: Ambassador Handbooks. The stand-alone Handbooks provideCS239365National Center for Chronic Disease Prevention and Health PromotionDivision of Population Health67day-to-day guidance for both Person-to-Person Ambassadors andSpokesperson Ambassadors to use as they plan, prepare, conduct, andtrack outreach activities. The Handbooks will direct Ambassadorsto the tools they will use to market workshops. As Coordinator, youmay want to provide the tools as part of Ambassador training. Youcan familiarize trainees with the outreach steps outlined in eachAmbassador Handbook and guide them to use the tools that supporteach step. Person-to-Person and Spokesperson Ambassador Outreach Plan.Provide multiple copies or send by e-mail so the Ambassador canmake plans each month. Person-to-Person and Spokesperson Ambassador Activity ReportForms. Customize the forms by providing the Coordinator’s contactinformation. Provide multiple copies or send by e-mail so theAmbassador can turn in the report each month. Talking Points Card. Print double-sided copies (front and back) onthick paper such as cardstock and laminate them for repeated use.Provide one or more to each Ambassador.Chronic Disease SelfManagement ProgramInformation and WorkshopSchedulecHronIc dIsease self-manaGement ProGram WorksHoP scHeduleClasses in Your AreaClasses in Your Areahronic Disease SelfManagement Program (CDSMP)Chronic Disease SelfManagement Program (CDSMP)series of workshops for people withthritis, diabetes, heart disease, lungsease, and other health problems.A series of workshops for people witharthritis, diabetes, heart disease, lungdisease, and other health problems.Learn ways to control pain and othersymptoms, get around better, and stayindependent. Learn ways to control pain and othersymptoms, get around better, and stayindependent.Talk to other people about what helpsthem deal with their health problems. Talk to other people about what helpsthem deal with their health problems.Workshops are 2½ hours long. Theymeet once a week for 6 weeks. Workshops are 2½ hours long. Theymeet once a week for 6 weeks.They’re led by trained instructors whohave or understand health problemslike yours. They’re led by trained instructors whohave or understand health problemslike yours.People who take the workshops: Have more energy and less pain Feel less tired and less depressed Get more exercise Can talk to their doctors moreeasily Are more confident they canmanage their own health People who take the workshops: Have more energy and less pain Feel less tired and less depressed Get more exercise Can talk to their doctors moreeasily Are more confident they canmanage their own healthook for a class near you. See theack of this flyer for locations andchedules.Look for a class near you. See theback of this flyer for locations andschedules.Click here for customizable version of this card.506Classes in Your Area CDSMP (or ASMP) workshop information and schedule. Either useyour own intervention-specific marketing materials or customizethe CDSMP materials to include the name of your program (if it isnot CDSMP) and information about the current workshops (e.g.,location, schedule). Customize the “classes in your area” section onside 2 by entering local class information into the fields promptedby the fillable PDF. You can reproduce these from a desktop printeron heavy weight paper, up to 80 lb text, or take the electronic file toa local printer to be printed on 65 lb cover stock. The file has roomfor information about three classes per sheet; trim them manuallyso each schedule is the same size. For best results, take the electronicfile to a local printer to be reproduced and trimmed. Provide eachAmbassador with multiple copies to distribute. Make sure that theworkshop information is updated regularly. CDSMP PowerPoint slide presentation for SpokespersonAmbassadors. If your Spokesperson Ambassadors have opportunitiesto use PowerPoint presentations, customize those files withinformation about your program (e.g., name, location, contactinformation).
Recruiting AmbassadorsOnce your work plan is written, you should identify the audiences youwant to reach with Ambassador Outreach. Will the Ambassadors marketto individuals, to groups, or to both? How do you identify people in thecommunity who would be effective Person-to-Person Ambassadors? How doyou identify people who would be good Spokesperson Ambassadors? Theyshould not be just any member of the target audience or a CDSMP leader, forexample. An effective Ambassador is a person who is a “walking billboard,”eager to spread the word to both friends and colleagues and to generate abuzz in the community about upcoming CDSMP or ASMP workshops.Desired Ambassador CharacteristicsCharacteristics that you may want to look for include being Experienced—has successfully completed a CDSMP or ASMP workshop. Connected—lives or works in the community and is respected byLessons from the FieldAn excellent CDSMPAmbassador, I believe, isanyone who would extolthe benefits regardless ofwhether or not they are paid.In other words, they need totruly believe in the CDSMP.a wide circle of peers. Enthusiastic—is a “believer” and wants to spread the word aboutthe CDSMP. Wired to talk—is willing to create a buzz by talking to a broad rangeof people, either one-on-one or in groups.See the job descriptions for Person-to-Personand Spokesperson Ambassadors on pages 21–24.Recruiting the Right AmbassadorsLessons from the FieldThe Ambassadors have veryoutgoing personalities andare not afraid to strike up aconversation with a stranger.Are you looking for a Person-to-Person or a Spokesperson Ambassador?Your Coordinator’s Work Plan can help you decide how you want tomarket self-management education workshops in your area. Reviewyour objectives and determine if you need to recruit Ambassadors whowill market to individuals (Person-to-Person) or Ambassadors whowill market to groups (Spokesperson) or both. Consider the followingcharacteristics as you recruit your Ambassadors:Person-to-Person Ambassador Characteristics Not comfortable speaking in front of groups of people. Very comfortable striking up conversations with people they may ormay not know. Very comfortable talking with one or more individuals about theCDSMP and their own experiences. Very comfortable talking with individuals face-to-face and not just onthe phone.Lessons from the FieldWe gave each Ambassadora keychain with the talkingpoints laminated into a clearplastic holder.We provided a jump drive ofthe PowerPoint presentationto all of our SpokespersonAmbassadors.7
Spokesperson Ambassador Characteristics Comfortable or willing to learn to speak in front of a group of people. Comfortable or willing to learn how to use a laptop computer. Comfortable or willing to learn how to speak using a set of slides asprompts. Comfortable or willing to learn how to use a microphone. Comfortable talking with individuals and groups about the CDSMPand their own experiences.Training AmbassadorsLessons from the FieldTraining took more than 2hours. Helping Ambassadorsto complete their first planinvolved phone calls andsometimes another meeting.You will need to train your Ambassadors to do their outreach activities.If you have recruited several Ambassadors, you may want to schedule agroup training session. If you have only one or two Ambassadors, it maybe easier to do individual training sessions. You will need to consider theneeds of the Person-to-Person and Spokesperson Ambassadors and tailoryour training accordingly. The following learning objectives are essentialfor successful outreach training.By the end of Ambassador training, each trainee will be able to Identify how to use the Person-to-Person or SpokespersonAmbassador Handbook. Describe and understand the three steps to Ambassador Outreach. Present the CDSMP (or ASMP) pitch. For Spokesperson Ambassadors only, demonstrate how to give thePowerPoint presentation. Demonstrate the use of the Ambassador Outreach Activity Report form. Describe how to check in with the Coordinator.See Ambassador Training Curriculum, page 27.Step 2: Implementing Ambassador OutreachYour goal as Coordinator is to set up a dynamic, grassroots marketingnetwork of Ambassadors that increases participation in self-managementeducation (CDSMP or ASMP) workshops. Your Coordinator’s Work Planoutlines what you want to do; defines your populations, audiences, andpartners; and establishes staff responsibilities, a budget, and a work plan.Here are some recommendations for managing these activities after youhave recruited and trained your Ambassadors.8
Managing Ambassador OutreachManaging the Ambassador Outreach Strategy involves two key tasks:staying in touch with Ambassadors and tracking their outreach activities.Staying in Touch and Providing GuidanceYour Ambassadors are the center of your outreach strategy and, if theyare working well, they will be out in the community. Connecting withAmbassadors on the move may be a challenge. You will need to maintainregular contact so you can support and encourage them. Having anongoing discussion about individual Ambassador Outreach Plans andActivity Reports may be the key to nurturing a dynamic relationshipbetween you as Coordinator and your Ambassadors.An understanding of expectations and progress will make the relationshipclear and easy to manage. Use the sample Ambassador job descriptions toclarify expectations. (See the information on page 10 about monitoring andtracking Ambassador activity.) When you receive Ambassadors’ monthlyActivity Reports, be sure to contact them to discuss challenges or thingsthey may have learned. Keep a database of your Ambassadors so you cancheck in with them periodically. The Ambassador Tracking Spreadsheetwill allow you to monitor Ambassadors and their monthly Activity Reports.Lessons from the FieldMonthly meetings to reviewplans and to discuss nextsteps lasted about an hour orl
Marketing Self-Management Education Through Ambassador Outreach CDC research has shown that many people, including those with arthritis, do not know that self-management education workshops exist in their communities. They also prefer to learn from people like themselves who have experienced and benefitted from self-management education workshops.
May 02, 2018 · D. Program Evaluation ͟The organization has provided a description of the framework for how each program will be evaluated. The framework should include all the elements below: ͟The evaluation methods are cost-effective for the organization ͟Quantitative and qualitative data is being collected (at Basics tier, data collection must have begun)
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Le genou de Lucy. Odile Jacob. 1999. Coppens Y. Pré-textes. L’homme préhistorique en morceaux. Eds Odile Jacob. 2011. Costentin J., Delaveau P. Café, thé, chocolat, les bons effets sur le cerveau et pour le corps. Editions Odile Jacob. 2010. Crawford M., Marsh D. The driving force : food in human evolution and the future.
