Introducing a paradigm shift for outreach and promotions to better connect with the rest of the health system Zuzia Kukulka, H.BSc, GDG Maila Halenko, RD, CDE
Objectives: Fuel the fire - To facilitate a shift from using traditional marketing to relational marketing for outreach and promotions - To have an opportunity to reflect on your current outreach and promotion practices - To explore potential tools to help you apply relational marketing to your outreach and promotions
Our journey today • Review of different marketing approaches • Interview with DEC Outreach worker • Breaking Silos: Language, tools and multiple disciplines • Putting it into practice! • Where do we go from here?
Let’s get to know each other‌ With your neighbour: 1. Promote a familiar service of your choice? 2. What strategies would you use for promotion? * Make notes
Review of different marketing approaches Historical Era ? - 1439
Mass Era 1439- 1999
Digital Era 2000-?
Video: History of Marketing
http://www.youtube.com/watch?v=NpTRopbj_A ? Embed video
Interview with DEC Outreach Worker Insert pic of interview
Thoughts?
What is the paradigm shift? ORID exercise
Integrating DEC outreach learnings to the organization‌ A conversation between an outreach worker, health planner and a community dietitian
Breaking Silos: Language, tools and multiple disciplines
Marketing Terminology
CHC Translation
Marketing:
Outreach:
Promotions:
Promotions:
Features:
Assets:
Values:
Priorities
Relationship:
Partnership
Client/Customer:
Stakeholder
Product
Service & Program
Market
Environment
System Mapping
Partnership building
Marketer
Outreach Worker
A difference in philosophy
Commonly used tools: some examples
Being stuck in the “Mass Era� approach Goal: is to conquer the market and diminish competitors
Adding a CHC lens Level
Individual
Interpersonal
Organizational
Community
Society/ Government
Barriers
Why are needs not met? Why are issues persistent?
Assets
What helps with meeting needs? What helps move issues forward?
Opportunities
What could help with meeting needs? What could help with addressing issues?
Introducing new tools: group activity exercise 1. Stakeholders’ mapping 2. Stakeholders’ profile 3. From competition to cooperation: mapping out opportunities
Where do we go from here? ORID exercise