PROJECT

Cancer Outreach Program 6/24/2013

Number

1. What are the business objectives?

;enna 3ane## Dara <rueger 8ac=ue#'ne :a #e' (Image & Awareness or Dr !e "o#ume$ g !e s%ec & cs on 'our goa#s() *he ob+ect !e s to %ro! ,e cancer screen ng an, care ser! ces to the un,erser!e,(

2. Provide an overview of the service.

>/10/2013 (Inc#u,e , &&erent ators- bene& ts- r s.s- who wou#, nee, th s- the %rob#ems t so#!es- a## #ocat ons- #ocat ons to be %romote,) *h s %ro+ect a ms to create better access to cancer %re!ent on through hea#th an, we##ness outreach to the un,erser!e,( *he %rogram w ## be cu#tura##' ta #ore, to &a th/base, commun t es to %ro! ,e e,ucat on an, awareness n target ,emogra%h cs( *he %rogram w ## %ro! ,e &ree screen ngs- where a%%# cab#e- &or breastco#on- #ung- an, %rostate cancer( *he ser! ce w ## a,,ress the %rob#em o& &ear an, #ac. o& un,erstan, ng among the un,erser!e, o& subs , 0e, ser! ces(

3. Who is the ri!ar" audience?

(1e&erence 2012 2oca# Consumer Inte## gence ,ocument an, choose no more than 2() 3a th/base, commun t es t'% ca##' cons st ng o& un,erser!e, m nor t' grou%s- %r mar #' A&r can Amer can(

#. What $eo$ra hic area%s& are "ou tar$etin$?

/ Count" .orthwest .ortheast 21 Count" .ationa)

+outhwest +outheast

+ ecific ,i codes or other-

'. (ist faci)ities that wi)) be ro!oted.

(4ho e#se o&&ers th s ser! ce w th n th s geogra%h c area5) C#e!e#an, C# n c 6a n Cam%us- Commun t' &ac # t es e(g( 7te%han e *ubb 8ones 3am #' 9ea#th Center an, 7outh Po nte 9os% ta#

*. Wh" are "ou doin$ this now?

(4hat s the o%%ortun t'5 4hat s the mar.et #an,sca%e5) *oo man' %eo%#e are ,' ng &rom cancer because t s not ,etecte, ear#' enough( :' ncreas ng awareness an, 'ear#' screen ngs-

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cancer w ## be ,etecte, sooner an, can %otent a##' sa!e # !es(

/. What is the one thin$ we want this audience to thin12fee) about this roduct3 brand or service?
(4hat s the one ta.eawa'5 4hat are we %rom s ng5) 4e want %eo%#e &rom the &a th base, commun t es to &ee# com&ortab#e an, sa&e see. ng cancer screen ngs( 4e want to e# m nate &ear o& the %rocess an, %ro! ,e the un,er nsure, or un nsure, commun t' members w th a chance to ut # 0e these ser! ces(

4. What can we te)) or show the! that wi)) !a1e the! be)ieve us?
(4hat are the s%ec & c %o nts about our %ro,uct/ser! ce that #en, cre, b # t' to the bene& t/%rom se5) C#e!e#an, C# n c w ## %ro! ,e stat st cs regar, ng cancer %re!ent on an, catch ng cancer at an ear#' stage I& necessar'- co##aborate w th a truste, s%o.es%erson &rom the &a th/base, commun t' to %romote the cause( ?@am%#eA " ctor' "ernon ?nsure na! gat on through ent re %rocess (screen ng/, agnos s/ treatment/&o##ow u% care)

B( What co!!unication too)s have been used in the ast? (4here the' success&u#5 I& not- wh'5 Pro! ,e an e@ecut !e
summar' o& 'our %ost mortem re%ort() 3#'ers- , rect ma #- b ##boar,s- ra, o

10( What !edia su$$estions do "ou have for this ca! ai$n? (?@%#a n wh' w th ,ata that su%%orts 'our th n. ng()
Image hea!' &#'er tem%#ate- a, &or church bu##et n that can be a,a%te, &or s 0e- %oster #a'out- %at ent e,ucat on han,out- ra, o P7A- %romot ona# tems (e@A t/sh rts)(

11. What other co!!unication tactics !a1e u the inte$rated ca! ai$n?
(Descr be the ent re commun cat on strateg' &or th s ser! ce( *a.e note o& %a ,- owne,- an, earne, o%%ortun t es() Pa ,/ &#'ers- t/sh rts- &o#,ers- %romot ona# tems( Owne,/ C#e!e#an, C# n c webs te- soc a# me, a s tes- s%ec & c C12 &or th s %rogram- reg strat on too#( ?arne,/ an' %ub# c re#at on o%%ortun t es about the e!ent

12. What is the ca)) to action? What shou)d the 1e" ta1e awa" be?
(4hat ,o 'ou want the ! ewer to ,o5 Access %#us what %hone number or ur#5) 6a.e an a%%o ntment &or cancer screen ng an, &o##ow ,octor a,! ce( :e aware o& the bene& ts o& th s screen ng an, cont nue to &o##ow screen ng %roce,ure at recommen,e, t me nter!a#s (1 'ear)( *he

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ca## to act on ma' a#so be %rogram s%ec & cA ca## a s%ec & c number! s t a C12- ca## 8ac=ue :a #e'- or reg ster &or screen ng(

13. 5ow wi)) the success of this roject2ca! ai$n be !easured or trac1ed?
(Duant t esA %at ents- ,o##ars- c# c. through rate- ,own#oa,s- %hone numbers- etc( NoteA I& , g ta# tact cs are on the me, a %#an- more n&ormat on w ## be nee,e, to enab#e com%rehens !e %er&ormance mon tor ng & %ost cam%a gn e!a#uat on() 7uccess w ## be measure, b' the number o& new %at ents sche,u# ng screen ngs at C#e!e#an, C# n c(

1#. What )o$o%s& wi)) be used in this ca! ai$n?

C)eve)and C)inic Euc)id 5i))crest (utheran 9edina Other6f !ore than one3 )ease e7 )ainI& &a th/base, commun t' s #ocate, n c#ose %ro@ m t' to s%ec & c hos% ta#- cons ,er %a r ng w th that hos% ta# an, us ng the corres%on, ng #ogo( :airview (a1ewood 9ar"!ount +outh Pointe

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