Table 4 Example social marketing messages for Veterans Health Administration audience segments.
Audience segment | Key information for decision or behavior change | Sample message |
|---|---|---|
VACO** Leaders VISN*** Leaders | Evidence regarding cost and quality impact on the veteran population of adopting the new depression care program. | "I want to facilitate the implementation of this new program at all VHA*** facilities." |
Facility Managers (Director, chief of staff, chief medical officer, service line directors, primary care director) | Benefits and costs of the new depression care program and proven techniques for implementing it. | "I support the new depression care program and know how to encourage providers to utilize it." |
Frontline Providers (Primary care and specialty physicians, nurses, pharmacists, other health professionals) | Impact of the new depression care program on veterans' health and clinic workload. | "I know I should refer my patients to the new depression care program, and am able to do so." |
Veterans (i.e., consumers) | Benefits of recognizing depression and seeking treatment for it | "I know depression can be treated, and I know how I can get that treatment." |