The Johns Hopkins University School of Nursing Center for Innovative Care in Aging

Agenda•Overview

▫Center Mission▫Current Market ▫Target Audience▫Competitors▫Challenges

•Marketing Strategy▫Marketing Tactics ▫Estimated Budget▫Final Recommendations

Center Mission• Inter-professional center focusing on:

▫ Advancing and optimizing the health of older adults▫ Innovation in intervention research▫ Innovation in implementation of evidence in home, community and practice

settings▫ Innovation in training nurses and other health professionals in the geriatric field▫ Implementation of geriatric policy

Current Market• In 2011, oldest members of Baby Boomer Generation turning 65• 10,000 Baby Boomers turning 65 each day over the next 19 years • An active generation that does not view itself as old• Living longer and more active lifestyles• Will face the same challenges that aging brings

Target Audience• Health professionals• Geriatric researchers• Nursing students• Community centers• Geriatric policymakers• Urban health policy experts

CompetitorsCompetitors

Univ. of Penn. Center for Integrative Science in Aging

•Well-known and respected•Partially funded by John A. Hartford Foundation•Researches problems facing the aging population•Committed to building geriatric nursing leadership•Committed to building integrative science theory and methodologies

Univ. of Florida Inst. On Aging & Dept. on Aging and Geriatric Care

•Interdisciplinary teams in research, education and health care•Offers one-year geriatric fellowship with second-year option•Has Cognitive Aging & Memorial Clinical Translational Research Program•The Claude D. Pepper Older Americans Independence Center

Univ. of Wash. Center for Interdisciplinary Geriatric Research

•Promotes interdisciplinary linkages and cross-collaborations•Trains and mentors junior faculty•Affiliated with School of Dentistry, School of Medicine, School of Nursing, School of Pharmacy, and other of the university’s medical schools

Oregon Health & Science Univ. Oregon Geriatric Education Center

•Funded by U.S. Dept. of Health and Human Services•Seeks to improve training of health professionals in geriatrics•Statewide focus and hosts annual Summer Institute•Researchers & faculty from the School of Nursing, Medicine and Dentistry, Portland State University’s Institute on Aging and Oregon State University’s Extension Service

Challenges• Informing the greater JHU Medical Campus of its existence and

service• Informing the wider Hopkins community of its existence and

service• Informing non-Hopkins affiliated researchers of its existence and

service• Obtaining funding for the Center• Establishing relationships with the aging community and elder

health centers in the mid-Atlantic region

Marketing Strategy• AIDA – Attention, Interest, Desire, Action

▫ Attention: Establish presence at education and geriatric conferences such as Oregon

State University Gerontology Conference Establish relationships with local and regional elderly health centers by

sending out marketing materials Follow-up with person-to-person conversations Establish contact with regional researchers and organizations Do presentations explaining the Center Target JHU graduate nursing and research population and invite prospective

researchers and students to visit the Center

Marketing Strategy• AIDA – Attention, Interest, Desire, Action

▫ Interest: Use brochure mailings and presence on the Internet and social media outlet

to maintain relationships

▫ Desire: Invite researchers and community health center workers for visits to the

Center for conferences/symposia

▫ Action: Continue to maintain relationships after presentations to influence

researchers’ and students’ decisions

Marketing Tactics• News

▫ Press releases through SON website▫ Newswise▫ Articles in media such as Johns Hopkins Magazine, Aging Well Magazine and

AARP Magazine

• Web presence▫ Take advantage of key words that result in the Center being first in natural SEO

results for similar institutes or geriatric subjects on the Internet

Marketing Tactics• Radio

▫ Public radio program underwriting on WAMU 88.5 FM and WYPR 88.1 FM: Audience is highly educated and mostly located in higher income levels Many members of audience involved in scientific research, academia and

government Listeners have a more positive view of program underwriters Brand awareness is gained Banner ads on stations’ websites

▫ Radio tours: Book Dr. Gitlin and other members of the Center on programs to promote the

Center

Marketing Tactics▫ Listservs:

The Center should purchase the listservs many organizations possess and distribute html e-cards to the names on the list introducing Dr. Gitlin and invite recipients to contact her

▫ Social Media: YouTube video describing the Center Blogging updates about the Center and its research

▫ Webinars: Can reach audiences in diverse areas over the Internet More affordable for sponsors and attendees and less time-consuming

Marketing Tactics▫ Conferences:

International Association of Gerontology and Geriatrics Conference promotes the highest level of achievement in gerontological

research and training, with interaction with inter-governmental and non-governmental organizations

OSU Gerontology Conference Covers a wide spectrum of disciplines from nursing to social work to

mental health and other general gerontological subjects

American Federation for Aging Research Promotes scientific exchanges among AFAR grantees and experts in

gerontology

Estimated BudgetMEDIA COST

Advertising

WYPR 5-5-5 Package 4 weeks $840

WAMU AM & PM Drive

4 weeks $2700

Promotion

Press releases 2 over next 3 months $1000

Conference 2 per year $1500

Full color brochure, etc.

Print, design, etc. $6000

Web

Presence on nursing.jhu.edu

$160

Total $12,200

Final Recommendations• Advisable to begin implementing this marketing plan immediately:

▫ Begin by sending out press releases▫ Begin reaching out to local and regional geriatric centers▫ Begin brand awareness campaign by public radio program underwriting