Queensland Health – End of Life Care

Queensland Health – End of Life Care

Queensland Health – End of Life Care

Queensland Health wanted to measure the impact of their campaign on End of Life Care and identify if the audience ‘will start the conversation’ after seeing the media. The campaign included two months of TV, digital panels, brochures and GP Engagement reaching an audience of over 1.6 million across 800+ GP Practices.

Outcomes

Tonic Health Media carried out intercept interviews across five metro and regional GP Practices in Queensland.

  • 95% noticed at least one Tonic Health Media asset
  • 38% had heard about advance care planning before their visit to the clinic
  • A third saw the End of Life Care advertising and almost a quarter of those who had seen the advertising took action
  • For those that did not take any action, three quarters said it was not relevant to them
  • Almost one is seven already had a plan in place
  • Over a third of those 75+ had seen one of the ads in the campaign and were most likely to have taken action

Why It Matters

The results established a willingness to take action and speak to their GP, Practice Nurse, friends or family about End of Life Care. 

This campaign also provided a bench mark from which to increase awareness and action on this topic across all age groups.

WA Primary Health Alliance

WA Primary Health Alliance

WA Primary Health Alliance

The “Choose Well” campaign aimed to better educate consumers on their healthcare options when they aren’t feeling well and to visit a GP rather than a hospital emergency department. The 30 second TV campaign ran over 13 weeks at 126 selected sites, reaching an audience of 1,442,940. It was complemented by a four-month print campaign with posters and take-home information at 265 Tonic locations across WA.

Outcomes

  • Almost two thirds watched Tonic TV, with one in ten recalling seeing the ‘Choose Well’ campaign unprompted.
  • When specifically asked about the campaign, one in seven recalled seeing a TV commercial for ‘Choose Well’.
  • 96% of respondents said they will take action after seeing the campaign.
  • More than two in five read or took brochures or posters.
  • For those who did read or take brochures, when asked what the topics were in the brochures four in ninerecalled reading or taking a brochure or poster for Choose Well.
  • 3,934 brochures were taken from the Medical Centres by consumers.

Why It Matters

These insights demonstrate that GP waiting rooms are the perfect environment to educate and influence consumers with almost three in five people surveyed saying that, in the right situations they would now consider visiting a GP first, rather than going to an emergency department.

Cancer Institute NSW

Cancer Institute NSW

Cancer Institute of NSW

CINSW launched their cancer health literacy campaign to raise awareness amongst patients, carers, and family/friends in NSW for their ’T.I.P.S. Four ways to improve your cancer care’ initiative. Their campaign ran over two months and included two TVCs, brochures and digital panel slides.

Outcomes

  • 1/3 respondents viewed or took a T.I.P.S. brochure
  • 1 in 4 respondents who viewed Tonic TV recalled T.I.P.S. TVC spot
  • 37% of all waiting room visitors  read or took a T.I.P.S. brochure or recalled T.I.P.S. TV spot

Why it Matters

Post campaign analysis found the T.I.P.S. brochure was regarded as easy to understand and information patients could talk with a friend or relative about, regardless of the point of exposure (i.e. for both pre and post exposure groups).  Those who were pre-exposed to T.I.P.S. collateral in the waiting room appeared to be further along the T.I.P.S. educational path than the post-exposed; they were more likely to have talked or considered talking to their HCP about the program and believed that it was more relevant to them.

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Gambling, QLD Government

Gambling, QLD Government

Queensland Government - Gambling

The challenge for the Harm Minimisation division of the Office of Liquor and Gaming Regulation (OLGR) was to generate awareness and uptake of the Problem Gambling campaign. OLGRs goal is to address the financial and social costs of alcohol and gambling on the community.

Their previous campaign targeted gaming venues, with signage, but failed to implement a process to measure the impact of the campaign. The Tonic solution was a DL brochure in GP waiting rooms, frequented by gamblers seeking help for anxiety.

Outcomes

Over the 18 month campaign, 6,800 Gambling are you in control brochures were picked up and removed from the GP waiting room. We assume the brochures were removed by problem gamblers or their loved ones.

Why it Matters

A Tonic DL brochure in GP waiting rooms provides an accurate tool to measure the impact of a sensitive public wellbeing issue, due to the safe and trusted Medical Centre environment.
Antibiotic Resistance Campaign, NPS

Antibiotic Resistance Campaign, NPS

Antibiotic Resistance Campaign

 

NPS launched an awareness and promotional campaign to run for seven months with Tonic Health Media to identify if utilising GP’s and the Medical environment would influence behaviour and reduce antibiotic prescribing.

The purpose of the campaign was to activate consumers with several pieces of video content supported by brochures in the GP waiting room in approximately 100 practices. The campaign materials used a behavioural economics (or insights) approach with the aim of raising consumer awareness to the appropriate use of antibiotics. In addition, an Email Campaign (EDM) was produced and distributed to GPs to inform them about the campaign and remind them of strategies to manage patient expectations regarding their desire for antibiotics.

Email Direct Marketing featuring Dr Norman sent to 900 GP’s emails

Brochures

  • English DL Brochures
  • 9,800 brochures were distributed across 100 THM brochure board clinics
  • 2,203 brochures were collected

GP Education Packs

  • Hand delivered to 100 GP Practices

Outcomes

The campaign was effective with up to a 5% reduction in prescribing and dispensing of antibiotics. This was statistically significant when compared with dispensing from non–campaign practices.

Why it Matters

The campaign demonstrated that a combined patient and GP activation approach can bring about appropriate utilisation of antibiotics. This impact occurred both at the GP prescribing and at the pharmacy dispensing points. In addition, the campaign not only achieved a health and societal benefit but also reduced expenditure on antibiotics.

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