Kelly Baker, MPHCenter for Health Statistics Dir and State RegistrarOklahoma State Dept of Health

How far can a VR report go?

STATE OF THE STATE’S HEALTH

Annual Presentation by the Commissioner

Medical Community

Board of Health

Community Partners

Life Expectancy

US OK DiffTotal 75.5 77.7 -2.2 yrsMen 72.7 75.1 -2.4 yrsWomen 78.2 80.2 -2.0 yrs

Change (1990-2006)US OK

Total +2.0 +0.1Men +2.9 +0.9Women +1.1 - 0.6

U.S. NCHS. Oklahoma: OSDH, Health Care Information

Health Rankings

2008Overall Rank 43Smoking 48Obesity 43Children in Poverty 35Lack of Health Insurance 42Prim Care Phys 49Poor Mental Health Days 47Poor Physical Health Days 45Infant Mortality 39Cancer Deaths 36Premature Death 45CVD Deaths 49

2008 Health Foundation

PERCENT OF PEOPLE BELOW POVERTY 2007 (PAST 12 MONTHS)

Source: U.S. Census Bureau, 2007 American Community Survey

COMMISSIONER REQUEST

New chart design Include for each indicator

Rates State, nation, best state, worst state,

regional states Number of people affected

Expected if equal to the nation Excess

State Rankings Make it simple

TOTAL MORTALITY 2004-2006 AGE-ADJ’D MORTALITY RATES

EXCESS MORTALITY/MORBIDITY

Calculate Excess Use National rate as “Expected” Calculate difference: Observed - Expected Estimated number of annual deaths

Expected - if equal to national rate Excess that needs to be eliminated – just to

meet national rate

Applied to mortality and risk behaviors

NO PHYS ACTIVITY IN PAST 30 DAYS

ADULTS, BRFSS, 2008

Ah Ha!

5,320

WHAT IS 5320?

Number of deaths that could be

prevented…

IF the Oklahoma mortality rate

was equal to the national

average

HOW DO YOU COMMUNICATE THAT TO THE PUBLIC?

GUERRILLA MARKETING

Inexpensive (relatively) $350,000 - Federal Grant, donations Time, energy, imagination

Focus Create interest and awareness

Teaser Campaign (5320) – 4 weeks Generate buzz and awareness T-shirts, yard signs, decals, billboards,

drink coasters, pizza boxes, banks, fresh produce, chalk messages in streets, etc.

BREAK TRADITION

Non-traditional partners Bars and fast food

Dominos, Burger King

Social Media Facebook Twitter

TEASER CAMPAIGN

4 wks beginning mid-January 2010

Vary the Partners (not all health related) Tobacco Settlement Endowment Trust,

Hospitals, Am Lung Assn, Am Heart Assn, YMCA, ODMHSAS, OHCA, Malls, Media, Chambers of Commerce, Comm/Advertising Co, Athletic Orgs (Barons, Thunder, Oilers), Restaurants/Bars/Lounges, Grocery stores, Aptmt complexes, Universities, Ozarka Water, Sandridge, Physicians, Food Distrs,

Complete confidentiality

WHAT IS 5320?

Square footage of new fitness center?

Address?

Education?

Sports?

Mile?

If this snowstorm accumulates to 5.320”, I call conspiracy - @isaacrs Twitter.com/LamarOKC

FOLLOW UP

Payoff Campaign

“Shape Your Future”

Feb 14, 2010 Launch

http://www.ok.gov/health/multimedia/Shape%20Your%20Future%20TV.wmv

TOTAL MORTALITY 2004-2006 AGE-ADJ’D MORTALITY RATES

QUESTIONS?

Kelly Baker, MPH

State Registrar and Center for Health Statistics Director

Oklahoma State Dept of Health

kellyb@health.ok.gov