Using Marketing Strategies to Increase Use of a Teen Health Center
The aim statement for this initiative stated that by November 30, 2012, the South Carolina Department of Health & Environmental Control (SC DHEC) will increase the average number of units (1 unit = 15 minutes) appointed per day at the teen center by 13- to 19-year-olds from 44 in February 2012 to 58 (or 80% of our current capacity). In March 2012, before formally initiating the quality improvement (QI) project, SC DHEC made two changes in hopes of increasing utilization: It began using a pre- and post-provider model, and added an outreach coordinator 3 days per week. In May 2012, SC DHEC formally began the QI project, completed a root cause analysis, and then determined the most appropriate marketing strategies to increase awareness and use of the center. SC DHEC used a survey to measure how new patients heard about the center. After some renovations to the center that tripled capacity, SC DHEC held reopening events for both the local community and partners. SC DHEC also focused much of its efforts on improving the referrals from the main health department since it found that most teens had heard about the teen center through the staff at the main health department. These internal efforts included presentations at a variety of staff meetings (across program areas and reaching front line staff and management), ensuring that marketing materials are available in clinic areas, and assessing staff attitudes towards the teen center and frequency of making referrals. Other efforts included working with the City of Spartanburg and the Department of Transportation to erect directional signs on the main roadways near the center, adding signage to the exterior of the building with the clinic's name, and encouraging community partners to promote the center and refer their clients to the center. This QI initiative has highlighted the development of a formalized marketing plan for the teen health centers.
McKinzie, M. Public Health Quality Improvement Exchange. Using Marketing Strategies to Increase Use of a Teen Health Center. Thu, 11/07/2013 - 15:09. Available at http://phqix.org/content/using-marketing-strategies-increase-use-teen-health-center. Accessed September 24, 2020.