Prior to launching the campaign, we conducted a statewide, web-based survey to identify the existing health IT awareness levels in Louisiana. What we learned was that across all age groups, there was a strong awareness of tools like electronic health records (EHRs) and patient portals, but the awareness level about HIE was much lower. The survey data was used to help develop a campaign that included the specific information about the benefits of opting in to Louisiana’s HIE.
In terms of engaging different generations, we have found that the delivery method used for the messaging is key. Statistically, for example, younger generations are very active on social media, so we have a strong presence across those platforms like Facebook, Twitter and YouTube. We also know that in Louisiana, as a predominantly rural state, residents of all ages have a high dependency on smartphones for internet access. Because of this, we incorporated a great deal of the digital messaging in the campaign, and we make sure our messaging, including our website, is delivered in mobile-friendly formats. In addition, market research shows that both men and women above the age of 45 are increasingly using mobile devices to access print content, so we focused more on the digital delivery of messaging. Ultimately, our campaign is carefully constructed to ensure that the messaging reaches residents of all ages.