L e ve r aging L imite d F unds for Maximum Impac t Ove rc o - PowerPoint PPT Presentation

L e ve r aging L imite d F unds for Maximum Impac t Ove rc o ming c ha lle ng e s with inno va tive me dia so lutio ns fo r a ny b udg e t

E rin Hill, Dorc he ste r Co. He a lth De pt. ○ Curre ntly the Mid-Sho re Opio id Misuse Pre ve ntio n Co o rdina to r. Uniq ue ly po ise d fo r this ro le ○ ○ ne a rly 20 ye a rs in the pre ve ntio n a nd tre a tme nt fie lds, ○ live d e xpe rie nc e with the fa mily dise a se o f a ddic tio n.

Ke lle y Ca lla g ha n, Soul Ca ndy Me dia Nic he ma rke ting a g e nc y tha t fo c use s o n sub sta nc e a b use pre ve ntio n c a mpa ig ns. ○ ○ E xte nsive kno wle dg e o f the c ha lle ng e s o f rura l ma rke ts. ○ I nno va tive wa ys o f re a c hing rura l a udie nc e s, in pa rtic ula r ha rne ssing the po we r o f c o mmunity via so c ia l me dia . ○ Atte nde d se ve ra l CADCA c o nfe re nc e s a nd ha s pre se nte d a t MSPF sympo siums.

Mid- Shore OMPP Opio id Misuse Pre ve ntio n Pro g ra m ○ ○ F unde d b y SAMHSA a nd BHA ○ Sta rte d in F Y15 ○ Only re g io na l a pplic a tio n in the sta te

Wha t is OMPP? ○ F unding to e xpa nd o n Co unty Ove rdo se Pre ve ntio n Pla ns (c re a te d in 2013) ○ Use s Stra te g ic Pre ve ntio n F ra me wo rk (SPF ) pro c e ss ○ E va lua tio n a nd T A pro vide d b y UMD Sc ho o l o f Pha rma c y

Who is OMPP? ○ T he ONL Y re g io na l pro je c t in the Sta te ○ 5 c o untie s pa rtic ipa ting ○ K e nt ○ Que e n Anne ’ s ○ T a lb o t ○ Ca ro line ○ Do rc he ste r (fisc a l le a d)

Pho to Cre dit: http:/ / www.hmisa dmin.c o m/ ma p

Re g iona l c oa lition ○ L a w e nfo rc e me nt, judg e ○ E MS ○ T re a tme nt, Re c o ve ry & Pre ve ntio n ○ L MBs ○ L ib ra rie s, Co lle g e s, ho spita ls ○ Priva te Citize ns ○ Me nta l He a lth ○ DHS

Rura l Mid- Shore Ove rvie w ○ Mid-Sho re c o mb ine d: ○ Are a o f 1,177 sq ua re mile s ○ Po pula tio n o f 171,461 ○ Hig h po ve rty ra te s ○ Hig hly tra nsie nt Pho to Cre dit: http:/ / www.hmisa dmin.c o m/ ma p Da ta fro m 2010 US Ce nsus

Ke nt County: sna pshot ○ Po pula tio n 19,730 ○ 1 He ro in-Re la te d De a th 2016 ○ 3 F e nta nyl-Re la te d De a ths 2016 ○ 5.6% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy a t le a st o nc e ○ E stima te d 151 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids ○ a ppro x. 183 pe o ple in ne e d o f Opio id Use Diso rde r T re a tme nt Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report

Que e n Anne ’s County: sna pshot ○ Po pula tio n 48,929 ○ 4 F e nta nyl-Re la te d De a ths 2016 ○ 4 He ro in-Re la te d De a th 2016 ○ 7.3% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E stima te d 377 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids ○ a ppro x. 434 pe o ple in ne e d o f Opio id Use Diso rde r T re a tme nt Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report

T a lbot County: sna pshot ○ Po pula tio n 37,278 ○ 7 F e nta nyl-Re la te d De a ths 2016 ○ 4 He ro in-Re la te d De a th 2016 ○ 4.6% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E stima te d 301 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids ○ a ppro x. 313 pe o ple in ne e d o f Opio id Use Diso rde r T re a tme nt Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report

Ca roline County: sna pshot ○ Po pula tio n 32,850 ○ 3 F e nta nyl-Re la te d De a ths 2016 ○ 6 He ro in-Re la te d De a th 2016 ○ 4.9% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E stima te d 247 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids ○ a ppro x. 270 pe o ple in ne e d o f Opio id Use Diso rde r T re a tme nt Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report

Dorc he ste r County: sna pshot ○ Po pula tio n 32, 258 ○ 3 F e nta nyl-Re la te d De a ths 2016 ○ 3 He ro in-Re la te d De a th 2016 ○ 4.9% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E stima te d 256 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids ○ a ppro x. 268 pe o ple in ne e d o f Opio id Use Diso rde r T re a tme nt Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report

Wha t is OMPP g oing to do a bout it? ○ 3 stra te g ie s ○ Ac c e ss to T re a tme nt & unde rsta nding the pro c e ss ○ Sa fe sto ra g e a nd dispo sa l ○ Pa tie nt e duc a tio n/ e mpo we rme nt

Rura l c ha lle ng e s ○ Spre a d o ut ○ Co nne c tivity issue s ○ T ra ve l ○ I nte rne t a c c e ss ○ Re c e ive le ss funding fo r initia tive s

Spe c ific c ha lle ng e s Va ria nc e in the c o untie s: ○ o ne ha d no dro p b o x ○ two ha ve no ho spita l ○ no ne ha ve de to x ○ two ha ve in-pa tie nt tre a tme nt

E xa mple : Drop Box

Rura l stre ng ths ○ Alre a dy c re a tive with limite d b udg e ts ○ E xisting pa rtne rships ○ L o ts o f the sa me fa c e s a t me e ting s Stro ng c o mmunity c o mmitme nts/ g ra ssro o ts a dvo c a te s ○

Powe r of Rura l Ne tworks T he le ve ls o f c o mmitme nt o f o ur c o a litio n me mb e rs g o a b o ve typic a l jo b dutie s, e tc . Our me mb e rs a re truly invo lve d a nd c o nne c te d in the ir a re a s, whic h a lso pro ve s inva lua b le fo r ma rke ting stra te g ie s.

Ma rke ting : Rura l stra te g ie s re q uire o ut-o f-the b o x ide a s. Co lla b o ra tio n is impe ra tive !

De ve loping a pla n Sta rt with the b udg e t. F Y17: $28,000 fo r a dve rtising .

Budg e t c ompa rison He re ’ s wha t $28,000 c a n g e t yo u with ma ss me dia : ○ Ab o ut 10 b ro a dc a st te le visio n spo ts. ○ A fe w we e ks o n a pro mine nt b illb o a rd. ○ Ab o ut a mo nth o n a la rg e ra dio sta tio n. ○ One o r two a ds in a na tio na l ne wspa pe r.

Rura l Me dia Circ umsta nc e s Unlike urb a n a re a s, the rura l Mid-Sho re is no t a n e a sy-to -re a c h a re a with tra ditio na l ma ss me dia . Re a c hing o ur po pula tio ns re q uire e xte nsive re se a rc h, kno wle dg e a nd c o mmitme nt to e a c h individua l c o unty. A c o mb ina tio n o f hig hly ta rg e te d a dve rtising c o uple d with g ue rilla -type , g ra ssro o ts/ c o mmunity-le ve l stra te g ie s a re pro ve n e ffe c tive in o ur re g io n.

Billboa rds ○ Ge ne ra l la c k o f inve nto ry; b a nne d in T a lb o t. ○ Wha t do e s e xist is g e ne ra lly c o ntra c te d o ut a nnua lly b y na tio na l c ha ins. ○ T wo c o mpa nie s in the a re a - o ne is e xtre me ly e xpe nsive .

T e le vision ○ Ca b le T e le visio n – Ca b le b uys do no t re a c h muc h o f K e nt Co unty. ○ Bro a dc a st T e le visio n – Are a re a c he d do e sn’ t inc lude K e nt, whic h is a c tua lly in the Phila de lphia ma rke t. Also e xtre me ly e xpe nsive .

Ra dio ○ Ra dio – sma ll sta tio ns o n the Mid-Sho re a re no t-ra te d, whic h me a ns a ny liste ne rship da ta is a n e stima te o nly – no Nie lse n da ta . Also c o stly fo r sma ll b udg e ts.

Print ○ E a c h c o unty ha s sma ll, ta b lo id-type pub lic a tio ns a nd a five -c o unty c o ng lo me ra te tha t inc lude s a re g io na l pa pe r a nd se pa ra te we e klie s. So me a re re la tive ly e xpe nsive .

Dig ita l Our rura l a re a o ffe rs se ve ra l o nline pla tfo rms with spa c e fo r sta tic a ds. We a lso ha ve a ple tho ra o f o ptio ns fo r pro g ra mma tic (no n-sta tic ) a ds. Bo th a re g o o d o ptio ns a nd de pe nd upo n yo ur stra te g y/ g o a ls.

Adva nta g e s of rura l me dia ○ Ma ny sma ll, lo c a l sta tio ns a re c o mmunity-c e ntric a nd o ffe r a ir time fo r pub lic he a lth issue s. ○ While ra dio spo ts re ma in c o stly, dig ita l (ho me pa g e ) spo ts a re ine xpe nsive . ○ Ma ny print pub lic a tio ns re g ula rly run e a rne d me dia pitc he s. ○ Ma ny lo c a l o nline pub lic a tio ns a lso re g ula rly run e a rne d me dia pitc he s. ○ Sma lle r o utle ts o fte n ha ve re la tive ly la rg e a udie nc e s a t c o mpa ra tive ly lo w c o st.

How we spe nt $28,000 in two months Sta tic dig ita l a ds: $2,703 Pro g ra mma tic : $1,950 Print: $5,365 T a b On fo r T a ke -Ba c k Da y: $2809 Ra dio : $2,000 F a c e b o o k: $10,000

Wha t we g ot: ○ 80 ra dio spo ts a c ro ss a ll c o untie s ○ 43 print a ds a c ro ss 6 pa pe rs ○ 1 spe c ia l e ditio n print inse rt ○ 10 diffe re nt dig ita l spo ts a c ro ss 3 lo c a l pla tfo rms