Into the Hands of Consumers

A quality information project doesn't end when the report has been printed or the Web site is launched. One of the most important (and most overlooked) strategic decisions you have to make is how you are going to get consumers to look at and use your materials. The challenge is that you cannot rely on consumers to come to you for the information. You have to reach out to them, or at least give them a tug in the right direction.

This section suggests ways to help your initiative succeed by getting your information on health care quality into the hands of the consumers who will use it. In addition to sharing the lessons learned by sponsors over the past several years, the material presented here draws on the broader fields of social marketing and health care communications, reflecting a base of knowledge developed through years of research and real-world experience.

Select links below to learn more about the following topics:

• Applying the Social Marketing Model.
• Building Awareness and Interest.
• Getting the Timing Right.
• Reaching People Where They Are.
• Supporting Consumers in Using the Information.