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Guidance for sponsors of consumer reports on health care quality

Using Multiple Promotion Strategies

Effective promotion of a comparative quality report requires a multi-faceted approach. Even if you have focused carefully on a particular group, you are still trying to communicate with a large and probably diverse audience. That means that there is no single place, or even small set of places, where your message can be seen or heard by all the people you want to reach. Take advantage of all the ways—all the available media and channels—to communicate your message.

Promotion is not a cookbook enterprise. It requires creative thinking. That’s why it is important for your project team to include both people who are excellent at handling highly technical and “linear” activities such as generating accurate scores as well as people who have unexpected ideas and think more “organically.”

This section discusses three key strategies:

• Using the Media to Spread Your Message
• Using Advertising and Free Placements
• Using Classic Outreach Strategies To Add the Personal Touch

Also in "Promote Your Report"

• Why You Must Promote Your Report
• Understanding and Using the Lessons of Social Marketing
• Clarifying Your Objectives for Promotion
• Acting Early to Ensure Effective Promotion
• Timing Promotion for Maximum Impact
• Using Multiple Promotion Strategies