Social Marketing Campaigns…
the Heart of What We Do

Designing a successful health care intervention takes time, creativity, and considerable planning. It takes expertise in human behavior, evidence-based medicine, and strategic development. Not least of all, it takes an understanding of your audiences’ skills and points of view.

At The Keenan Group, we apply proven health literacy techniques and adult learning methods to design interventions that move your patients to take action. We have over 20 major ones under our belt so far. And every one of them was built on a strong foundation of health literacy and cultural concepts.

Take a look at these four:

• Arrive in Style
• Lose Weight and Win
• Use Antibiotics Wisely
• Medline Plus

Arrive in Style

Client: Maryland Department of Health & Mental Hygiene

• The Who: Teen girls who smoke
  
• The What: An interactive, multi-county, campaign that included provider trainings, one-on-one consults, focus groups, and written materials
  
• The Why: Help kids quit smoking
  
• The Wow: 87% positive response rate that netted surprising outcomes
  
• The How: We, like, you know, tapped into how kids think, write, and talk

Lose Weight and Win

Client: Maryland State Employee Assistance Program

• The Who: Company employees
  
• The What: 10-week weight-loss initiative that used group exercise, demonstrations, classes, and written materials
  
• The Why: Help employees get healthier during work hours
  
• The Wow: 1,200 employees lost substantial weight and kept it off
  
• The How: Caring stakeholders, sentinel behavior modification techniques, and doable exercise plan

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Use Antibiotics Wisely

Client: The Centers for Disease Control & Prevention and
Johns Hopkins University

• The Who: Parents and people who work with children
  
• The What: Education for parents and caregivers about when and why to use antibiotics
  
• The Why: Decrease unnecessary use of antibiotics
  
• The Wow: US News and World Report cover story
  
• The How: Smart, massive, relevant multimedia

Medline Plus

Client: The National Library of Medicine Grant to
Baltimore Public Libraries

• The Who: Older adults in inner city and suburban areas
  
• The What: Provider trainings and small group trainings instructing older adults on using computer-based medical Web site
  
• The Why: Help older adults access health information they need
  
• The Wow: Jammed cyber cafés at senior expos; standing room only at library and senior center trainings
  
• The How: Innovative approaches to reaching and teaching older adults

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