Group Campaign

Carly Curtis Cassidy Debenham Chelsea Newman Ed May Emily Armstrong Marissa Krogue Nivea Soares Brigham Young University Professor Macfarlane Public Relations 235 Winter 2010

Group Campaign The patients of the Utah Medical Association physicians are unsatisfied with their medical experience. In particular, 62% of doctors are perceived as interested in making money and 51% believe that doctors relationships with their patients have gotten worse over the last ten years. We need to know what in particular has made the patients believe that the relationship between doctors and patients have gotten worse. The key publics we need to target during this campaign include: patients, doctors, Medical Policy Makers (UMA), children in public schools, and caretakers of senior citizens. In order to reach these key publics we have chosen to use a substantial list of credible third parties. The credible third parties are the AMA, hospital administrators, personal physicians, retired doctors and testimonials from patients and opinion leaders that people in Utah identify with. Patients of the Utah Medical Association physicians are unsatisfied with their medical experience. In the course of our campaign the challenges that we may face when addressing the public include three main stressors. First, reaching the older generations is difficult because they are less technologically savvy, but are a very important public since they are who are more likely to see doctors regularly. Similarly, working with doctors to change their practices is a large difficulty. Doctors may not want to change and without an effort on their part as well we will be unable to help their image change. Finally, gaining credible opinion leaders to spread the word about the changes to the doctors medical practices may be difficult to find in Utah. The core problem is the negative perception of doctors in the eyes of patients. Due to extremely tight work schedules and a high number of patients being seen by each physician, patients often feel neglected. They feel doctors are practicing with the sole intent of making money. Patients are losing trust in their doctors. Because of this patients are avoiding visits to the doctor, and when they do go there is very little patience on the side of the patients. Since patients dont trust their doctors as much, they are not as open with them which makes the doctors job of diagnosing and treating the ailment even more difficult. The overall goal of the group campaign was to have Utah patients feel that they are more important to doctors than money, and build better relationships between doctors and patients. In order to sustain this goal, three objectives have been set. One is to decrease the 62% of patients who feel that making money is more important than they are to 30% within six months. The second is to decrease the 51% of patients who feel that their relationship with their doctor has worsened to 20% within six months. Our final objective is to encourage 65% of Utah doctors to sustain better relationships with their patients within six months. One of the key publics that we will be addressing is the patients in Utah, whether happy with their current services or not. We need to address their driving self-interest, which is that patients feel as though their doctors care more for money than the patient well-being and that the patients would like more time with their doctors. The message we will send to them through our tactics is that we have received assurance that the UMA will issue training for doctors on the matters of care and attitude when meeting with patients. Within the category of patients are also sub-categories of children, caregivers, senior citizens, and parents. Each of these subcategories will be handled separately from each other with different tactics so as to completely saturate the community with a change in perception about the doctors in Utah. The second key public we hope to address is the doctors in Utah. The self-interests of the doctors are to see fewer patients and therefore be better able to maintain actual relationships with patients. The message we will send to the doctors is that the UMA will issue training to help

doctors become better able to meet with and maintain relationships with patients by trying to lower the patient workload. Doctors do not wish to be seen as greedy, money-driven people but hope to be seen as men and women who seek to bring healthy and caring aspects back in to the lives of patients. The last group we will address is the medical policy makers, like the UMA. Their selfinterests include making peace between all groups of patients and doctors while following laws and regulations that are necessary for the progression of science and medicine. The message addressed to them is that doctors and patients both wish to increase attitude and positive relationships with each other and that we depend on the policies to change concerning patient/doctor workload. The use of Billboards, Magnets, and Brochure will help Adults see the new changes that the Doctors have made. These tools will also lead the people of the Utah Health system to go and look up the website Ratermydoctor.com. While there is a website for adults there is also one for children called Utah4kidz.com. This website will be taught to children in school assembles that would be presented to school children by doctors about the topic of healthy living. The News Release and radio PSA's will help reach the rest of the adult population in Utah who did not see the billboards or other tactics. The purpose of the use of different tools is to reach every person who uses any doctors in the state of Utah. To see the yearly calendar and budget please note Table 1-1 has a list of tactics, the calendar dates for the accomplishment of those tactics, and the cost of accomplishing the tactics.
Table 1-1

Tactic Ratings website Kids Website Brochures Flyers Magnets School visits School visits Bill Board PSA Radio Commercial

Calendar Apr 1 Apr 1 Apr 1-Oct 1 Apr 1- Oct 1 Apr 1-Jun Apr 1-May 31 Aug 25-Oct 1 Apr 1- Oct 1 Apr 1- Oct 1 Apr 1- Oct 1

Quantity 1 1 400,000 200,000 100,000 25 25 2 1 1

Item Cost $10,000.00 10,000.00 0.05 0.05 0.25 400.00 400.00 10000/mnth 3,500.00 10,000.00

Total Cost $10,000 $10,000 $20,000 $10,000 $25,000 $10,000 $10,000 $12,000 $3,500 $10,000

In conclusion, we evaluate our public relations campaign by going over the objectives we created. The first objective is to decrease the 62% of patients who feel that making money is more important than they are to 30% within six months. The first tool is to survey the same amount of patients that were questioned originally after the campaign was over (after they have received their care). The second objective is to decrease the 51% of patients who feel that their relationship with their doctor has worsened to 20% within six months. Second tool is to survey the same amount of patients that were questioned originally after the campaign was over (after they have received their care). The third objective is to encourage 65% of Utah doctors to sustain better relationships with their patients within six months. The third toll is to educate physicians prior to campaign

about negative patient perceptions and survey them after the campaign and survey patients as well.

FOR IMMEDIATE RELEASE CONTACT Edwin May, Director of Public Relations Utah Medical Clinic (801) 616-9952 Edwindanielmay86@Gmail.com Doctors reassuring patients that they are the focus of their professions New Doctor co-op will help doctors communicate with their patients Provo, Utah (April 10, 2009)Healthcare Professionals of Utah, a new organization that will set guidelines to help doctors improve their patients experience, will begin functioning on May 1st. Doctors will be incentivized to follow the guidelines set forth by this organization by receiving a discount on malpractice insurance for full compliance. The full list of guidelines will be made available by mid-April and will include limitations for double and triple appointment booking, minimum time requirements for certain types of visits, and more limited contact with drug representatives, helping the doctors remain unbiased. The chairperson of the organization, Jeremy Clarkson, has been involved in customer satisfaction in different fields for over 30 years. We recognize the need for change in the way most medical treatments are administered, Clarkson said, and I believe well be able to help doctors make the necessary changes. These guidelines with this incentive will remain in place for one year, at which point they will be evaluated and modified according to effectiveness.

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PSAs 30 second (70-75 words) Have you ever received a poor service from your doctor? Have you ever felt that your doctor is not very interested in your health? Speak up for your health by going to ratemydoctor.uma.com. The Utah Medical Association has physicians who care about your health. They are interested about your concerns and in giving you the quality of service that you deserve. Visit ratemydoctor.uma.com or Call 1-800-69696969 for more information.

Salt Lake City residents are invited to a school assembly on Saturday, May 29 from 2-6 p.m. at the Salt Lake High School when the HAP Radio sponsors the Utah Medical Association Day: Physicians who care for and about the people of Utah. Professionals will address concerns about doctors poor proceeds Learn more about programs that help improve relationship between doctors and patients. Call 1-80069696969. Visit ratemydoctor.uma.com. A public service of this radio station.

Problems with your doctor? Concerned about getting the best health care possible? Join us Saturday, May 29 from 2pm to 6 at the Salt Lake High School for Utah Medical Association Day. Our physicians will be on hand to answer your questions about improving your relationship with your doctor. Our physicians care about Utahns and are there for you. Visit ratemydoctor.uma.com or call 1-800-6966969 for more information. This message has been brought to you by HAP Radio.

RateMyDoctor.com
Contact Information
List of Doctors by specialty Ratings of Doctors List of Health Care services Rating of hospitals

The doctor of the Month is

Dr. Who has been in the medical field for 25 years as an orthopedic surgeon. He has served on numerous national committees, throughout the US and Canada. He is known as being the top surgeon at the Intermountain Utah Medical Center, he has also has a premed student shadow him on frequent occasions so that he can give them the same chance as he had with his professor. He is a man who just wants to help them by either helping them or showing them how to how to treat a patient

The video of this month is by Dr. Tut. This is a video of a doctors advice on how people are supposed to be preventing the common cold and flu.

Approved by
Utah Medical Association~~~Utah Doctors Associations~~~Mountain West Medical Doctors Guild

Brochure

PS: The billboard is made from the flier and the magnet is the same as the billboard