NCSH Update 2016

It’s about honesty. It’s about knowledge. It’s about time.

NCSH UpdateAlyson Kristensen, MPH, Co-Director

Susan Gilbert, MPA, Co-Director

It’s about honesty. It’s about knowledge. It’s about time.It’s about honesty. It’s about knowledge. It’s about time.It’s about honesty. It’s about knowledge. It’s about time.It’s about honesty. It’s about knowledge. It’s about time.

• Health Care Action Group (HCAG)

• Communications Action Group (CAG)

• Ongoing communications

– Sexual Health in the News

– Quarterly social media campaigns

• Sustainability and fundraising

Overview


• Goal: Help primary care providers integrate SH discussions and recommended preventive SH services into routine patient visits

• Status: Guide almost finalized, planning for promotion/dissemination

Sexual Health and Your Patients: A Provider’s Guide


• Audiences

– Tier 1: PCPs interested in sexual health but not addressing it much (or at all)

• Pediatricians/pediatric providers, general medicine or internal medicine physicians, NPs, and PAs

– Tier 2: PCPs already addressing sexual health but want to improve/refresh their skills

• OB/GYNs and women’s health NPs and PAs, those working in family planning, STI, and public health clinics

Dissemination and Promotion


• Multi-phase year-long approach

– Utilize communications channels of our members, the NCSH, and Altarum Institute

– Outreach to non-member organizations (e.g., AAP, AAFP) and NCSH members that reach providers

– Content in journals, websites (e.g., op-eds)

– Monitor our activities and progress

Dissemination and Promotion (cont.)


• Goal: Bring SH information to Spanish-speakers in the U.S.

• Activities:

– 3 consultations with Hispanic health orgs to culturally adapt and translate “Take Charge” guide

– Focus groups

– Media campaign (resources permitting)

• Status: finalizing guide, developing Spanish microsite, planning for media campaign

Latino Initiative


• 22 Spanish language-dominant adults 20-39 in San Diego

• Tested for– usefulness, clarity,

appeal, and cultural relevance

– wording preferences

– preferences in format (particularly online)

• Overall tested extremely well– Easy to read/understand

– Visually appealing • Pictures, charts, boxes

– Useful• What to look for in a health care

provider (women)

• How can I talk with my provider? (both)

• The recommended services (both)

• Where to learn more (both)

– “Modern” and “Good for the times” • Embraced LGBT content

Focus Group Results


Focus Group Results (cont.)

“These are people who care about

us.”

“This guide really brings down barriers. It doesn’t matter if you’re

a lesbian, or a guy. We’re all just human

beings.”

“My mind changed when I read it. Sexual health includes physical and mental states. It’s not

just sex.”


• Planning underway for promotion and dissemination. Media to play significant role.

• Working in conjunction with the CAG and our Hispanic health consultants:

– Developing media list, seeking spokespeople, engaging key media experts

– Soon will develop message strategy, materials

• Launch in early 2017 (resources permitting)

Hispanic Media Campaign


• Media outreach

• Content partnerships with media

• Five Action Steps to Good Sexual Health

• Media standards and practices

Overview of CAG Activities


• Secure coverage in variety of leading outlets

• Create media opportunities for NCSH members

• Position NCSH as “go to” media source

• Leverage reactive opportunities

• Minimize controversy

Media Objectives


• 223 stories placed

• Generating up to 312 million audience impressions

Media Results 2013-2016

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=D_SrJ3nFixVXAM&tbnid=bAh5-pHzXbvYuM:&ved=0CAgQjRwwAA&url=http://feedmephoebe.com/2013/06/the-huffington-post-kale-salad-obsession/&ei=mLA3UrPBE7Gs4APu4oGwAw&psig=AFQjCNFBwDYM3wJyP54ixkAy0cRyifdIAA&ust=1379467800363700

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=D_SrJ3nFixVXAM&tbnid=bAh5-pHzXbvYuM:&ved=0CAgQjRwwAA&url=http://feedmephoebe.com/2013/06/the-huffington-post-kale-salad-obsession/&ei=mLA3UrPBE7Gs4APu4oGwAw&psig=AFQjCNFBwDYM3wJyP54ixkAy0cRyifdIAA&ust=1379467800363700


• 208 different media outlets run stories

• 27 spokespeople placed

– 14 NCSH members

– 13 other sexual health experts

Media Results 2013-2016 (cont.)


• Preventive health services

• Condoms and other contraceptives

• STI prevention/ testing/treatment

• HPV, cervical and other cancers

• Dating and sexual health

• HIV prevention, including PrEP

Key Topics Featured


• Ongoing coverage, significant control

– Refinery29, 5.9 million monthly

– YourTango, 1.1 million monthly

– Pending: Medical Daily, 1.4 million monthly

Content Partnerships


• Input on content, data, and spokespeople

• Resulted in 14 stories with: – Zahra Barnes, SELF

– Tyomi Morgan, Blackdoctor.org

– Stephanie Castillo, Medical Daily and Prevention

Relationships with Reporters

http://www.self.com/?intcid=logo_home

http://www.self.com/?intcid=logo_home

http://www.prevention.com/

http://www.prevention.com/


• Engage in outreach, as funding allows

• Take advantage of high impact opportunities

• Maintain key reporter relationships

• NCSH as “go to” credible media source

Future Media Activities


• Centerpiece of CAG’s work

• Motivate and equip public

• Includes benefits, tips, resources

• Drafted content for all 5 steps

NCSH Five Action Steps


• Full CAG review & edit

• Focus groups to pre-test content in 2017

• Create & promote website

• Seek funding for national media launch

Action Steps (Future)


• Companies sometimes limit SH content

• Subcommittee created position paper

• Opening conversation with Google

• CAG to discuss next steps

Media Standards and Practices


• Quarterly Social Media Campaigns– Oct 2015: Sexual violence

prevention– Jan 2016: Parent-child

communication – May 2016: Men’s sexual

health – Aug 2016: Satisfying and

healthy sex life

• Sexual Health in the News– Sexual health stories

trending in the media– Sent every Thursday – Distribution list: 453

Ongoing Communications


• Laid the groundwork for sustainability and fundraising for next grant year; began outreach to foundations

• Discussed strategy with NCSH Steering Committee in April– Research into foundations that might fund SH– Draft message strategy for private sector support

• Over the next year, we will focus on:– Building relationships with partners– Developing ideas to pitch to funders– Seeking funding from foundations and private sector

Sustainability and Fundraising


Questions?

Date post:	22-Jan-2018
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NCSH Update 2016

Health & Medicine