Cancer Institute NSW

Cancer Institute NSW

Campaign

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.

Results

  • 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

Implications

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

Campaign

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.

Results

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.

Implications

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

Results

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.

Implications

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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My Health Record, Federal Government

My Health Record, Federal Government

Campaign

The Federal Government’s Australian Digital Health Agency (ADHA) is responsible for all national digital health services and systems, with a focus on putting data and technology safely to work for patients, consumers and the healthcare professionals who look after them.

One of ADHA’s key responsibilities is the roll-out and management of the My Health Record (MHR) program. MHR is a secure digital health record that contains a summary of health information sourced from all healthcare providers who are members of the MHR platform.

To help achieve this objective, ADHA launched an awareness and promotional campaign to run for seven months across 965 sites, to directly target patients and caregivers with MHR educational collateral during their visits to their GP.

Brochures

  • English DL Brochures
  • CALD Language DL Brochure
  • 553,060 brochures were distributed across 3,500 THM brochure board clinics

Engagement Survey

The purpose of the survey was to independently analyse patient engagement and action with the recent changes to the My Health Record program. We conducted the survey across 6 sites for a one week period, we received 300 responders.

Results

  • 51% of Patients who saw the My Health Record initiative intended to discuss the topic with their Doctor or Practice Nurse.
  • Those who sought advice from their Doctor about My Health Record changes wanted to know whether their Doctor endorsed it and whether they should sign up to it.
  • Interestingly, only 7% said that they would not sign up to My Health Record with ‘Privacy’ being the biggest barrier.

Implications

These insights clearly demonstrate that the Tonic waiting room environment is a place of acute awareness for all messaging relating to health. The My Health Record and Antibiotic Campaigns have similarities as they are catch-all issues that affect everyone, and patients seek their GP for trusted advice.

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