B24 Introducing A Paradigmn Shift for Outreach and Promotions

Introducing a paradigm shift for outreach and promotions to better connect with the rest of the health system Zuzia Kukulka, H.BSc, GDG Maila Halenko, RD, CDE

Objectives: Fuel the fire - To facilitate a shift from using traditional marketing to relational marketing for outreach and promotions - To have an opportunity to reflect on your current outreach and promotion practices - To explore potential tools to help you apply relational marketing to your outreach and promotions

Our journey today • Review of different marketing approaches • Interview with DEC Outreach worker • Breaking Silos: Language, tools and multiple disciplines • Putting it into practice!

• Where do we go from here?

Let’s get to know each other‌ With your neighbour: 1. Promote a familiar service of your choice?

2. What strategies would you use for promotion? * Make notes

Review of different marketing approaches Historical Era ? - 1439

Mass Era 1439- 1999

Digital Era 2000-?

Video: History of Marketing

http://www.youtube.com/watch?v=NpTRopbj_A ? Embed video

Interview with DEC Outreach Worker Insert pic of interview

Thoughts?

What is the paradigm shift?

ORID exercise

Integrating DEC outreach learnings to the organization‌ A conversation between an outreach worker, health planner and a community dietitian

Breaking Silos: Language, tools and multiple disciplines

Marketing Terminology

CHC Translation

Marketing:

Outreach:

Promotions:

Promotions:

Features:

Assets:

Values:

Priorities

Relationship:

Partnership

Client/Customer:

Stakeholder

Product

Service & Program

Market

Environment

System Mapping

Partnership building

Marketer

Outreach Worker

A difference in philosophy

Commonly used tools: some examples

Being stuck in the “Mass Era� approach Goal: is to conquer the market and diminish competitors

Adding a CHC lens Level

Individual

Interpersonal

Organizational

Community

Society/ Government

Barriers

Why are needs not met?

Why are issues persistent?

Assets

What helps with meeting needs?

What helps move issues forward?

Opportunities

What could help with meeting needs? What could help with addressing issues?

Introducing new tools: group activity exercise 1. Stakeholders’ mapping 2. Stakeholders’ profile 3. From competition to cooperation: mapping out opportunities

Where do we go from here?

ORID exercise