MY HEALTHY VT

From fall 2022 through winter 2023, Crowd Proof developed and implemented a multi-stage research study with key partners at the Health Department towards the MHVT program objectives of generating more workshop leads (especially among diverse populations), evaluating and optimizing marketing messages, identifying and implementing program changes (to the extent possible within established and/or required frameworks), understanding and increasing provider and other referrers’ support and buy-in, more deeply engaging hard-to-reach partners, and helping the Health Department apply a refined approach to health communications in the future.

  • To guide the research, Crowd Proof collaborated with the program to establish four research objectives:

    • To assess current knowledge levels and opportunities for increasing awareness;

    • Understand factors impacting demand and satisfaction;

    • Collect feedback on how to better promote the program;

    • Identify barriers to enrollment and retention.

  • Over the course of the project, we employed a research approach inclusive of:

    • Referrers (defined as program facilitators, class leaders and support staff; primary care providers and support staff; OB/gyn care providers and support staff; hospital clinicians and support staff; allied health professionals; relevant state of Vermont departments/program; relevant community and social service organizations);

    • Eligible Vermonters (with stratification including rural adults; women 40+; adults living with disabilities; low-SES adults; LGBTQ+ adults; BIPOC adults; New American adults; Abenaki/Native American adults).

    Specific methodologies included:

    • Initial discovery process exploring successes in other states;

    • Introductory in-depth interviews with select key informant referrers with diverse backgrounds and perspectives;

    • Digital surveys among both Referrers and Eligible Vermonters;

    • Eligible Vermonter Population Focus Groups;

    • Referrer Advisory panel consisting of select key Referrers with diverse perspectives specific to relevant at-risk populations underrepresented in Population Focus Groups.

  • Key findings from this work included:

    • The need to clarify program naming and architecture;

    • Tactics to fill knowledge gaps among Referrers crucial to successful enrollment;

    • Descriptions of specific fears Vermonters face when considering enrollment and steps to alleviate those barriers;

    • The critical nature of cross-organizational collaboration with community partners to create a holistic support system for participants;

    • Specific tactics to employ for successful communication, including tone, imagery, and messaging.

  • Through this robust exploratory research program, findings from Crowd Proof’s work informed the program’s two key decisions: How could MHVT help more people meet their health needs via steps to prevent, manage and reduce risks, and how could MHVT connect with Vermonters in a culturally relevant way?

    The study directly influenced the program’s 5-year strategy, and guided MHVT in developing marketing campaigns with new messages and more targeted communications.

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