Moved Hard-to-Reach Audiences to Obtain Important Health Screening

A cardiology practice desired to reach out to low income and Hispanic populations as these segments are at higher risk of heart disease and less likely to seek preventative medical care.  Victoria and Megan developed an innovative approach which centered on providing risk assessments and screenings in the places these audiences are most comfortable, rather than attempting to get the consumers to visit the medical office.  Megan set up screenings in churches, community centers and even hair salons.  She and Victoria developed hard-hitting, emotional messages for radio, direct mail, posters and billboards to get people to attend the screenings.  This program was extremely successful with more than three times the expected number of people being screened – most of whom were moderately high to high risk for heart disease and had not been screened previously.   The practice obtained a number of new patients and, more importantly, many high risk patients received the follow up care they needed.