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Beyth RJ, Wing KL, Uphold CR. Applying Direct-to-Consumer Marketing Techniques to Stroke Prevention Education. Federal practitioner : for the health care professionals of the VA, DoD, and PHS. 2007 Dec 1; 24(12):47-48, 51.
Dimensions for VA is a web-based tool available to VA staff that enables detailed searches of published research and research projects. Objective: To examine whether a prominently placed poster, featuring the “Sarge” character from Mort Walker’s “Beetle Bailey” comic strip, could motivate veterans to seek further stroke prevention education, adopt healthier behaviors to reduce their stroke risks, and discuss stroke prevention with their health care providers. Methods: We developed a poster and displayed it in select VA medical centers and outpatient clinic waiting areas within VISNs 8 and 11 during National Stroke Awareness Month in May 2006 (Figure). A “take one”pocket on the poster held postcards that could be used to request a free information packet on stroke prevention by mail. The cards also contained instructions for requesting the packet through a toll-free telephone number or a web-based request form. Findings: Among the 168 veteran and other non–health care professional respondents, 73% felt they learned something from the materials that made them think they might be at risk for stroke, 73% were influenced by packet materials to check their blood pressure, 59% checked their cholesterol, 59% checked their blood glucose level, 55% increased their physical activity, 52% changed their diet, 46% started taking a prescribed medication, 39% visited their health care provider, 20% reduced their smoking, and 11% quit smoking. Respondents also indicated they found the educational material to be visually appealing, easy to read, and straightforward. In the comments section of the survey, respondents provided additional positive feedback, including statements about how the packets motivated them to “make an appointment for a complete physical,” helped them to “lose nine pounds in 10 weeks,” and provided dietary tips that resulted in blood pressure reduction. One individual, who had experienced several previous strokes, expressed gratitude for “such a comprehensive packet of information,” saying that, “It serves as an important reminder.” Impact: Response to the campaign from veterans, caregivers, VA clinicians, and other employees has been overwhelmingly positive. In four months, 882 packets were requested: 50% by veterans, 45% by employees, 1% by caregivers, and 4% by other individuals. Although information on the intended use of packets by requesters was not tracked formally, several clinicians requested large volumes of packets—presumably to distribute in their clinics.
