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.