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RESEARCH ARTICLE
Contents Vol 15(2)

Consulting consumers to develop marketing and recruitment strategies for a diabetes prevention program

Dianne Berryman A E , Marie Gill B , Jonathan Pietsch C and Hannah Halloran D
+ Author Affiliations
- Author Affiliations

A Diabetes Prevention – A ‘Go for your life’ Program, Whitehorse Community Health Service, 43 Carrington Road, Box Hill, Vic. 3128, Australia.

B Gill and Willcox, PO Box 9163, Brighton, Vic. 3186, Australia.

C Eastern Health, Locked Bag No. 1, Forest Hill, Vic. 3131, Australia.

D Integrated Chronic Disease Management, Inner East Primary Care Partnership, Suite 4, Town Hall Hub, 27 Bank Street, Box Hill, Vic. 3128, Australia.

E Corresponding author. Email: dberryman@wchs.org.au

Australian Journal of Primary Health 15(2) 173-179 https://doi.org/10.1071/PY08062
Published: 5 June 2009

Abstract

Recruitment of participants to health education programs is a challenge often encountered in community health care settings. This paper outlines the process used to identify what strategies, approaches and messages raise community awareness of risk factors for type 2 diabetes and elicit action on the part of individuals to address risk factors. Consumer focus groups were conducted to explore people’s concerns, knowledge and beliefs around prevention of diabetes and with an aim to identify marketing messages and strategies for engaging participants in a diabetes prevention program. Findings from the focus groups were used to develop marketing messages that were then tested in further consumer consultations. They identified commonalities and differences between cultural groups. The key common point in relation to the marketing messages was the need to emphasise the consequences of type 2 diabetes and the individual relevance of risk factors. The importance of receiving information from trusted health professionals and the need to personalise messages of risk and encourage individual action was also highlighted in the research and incorporated into marketing and recruitment strategies.

Additional keywords: consumer consultation.


Acknowledgements

The authors gratefully acknowledge the Public Health Branch of the Department of Human Services, Victoria in funding of the Diabetes Prevention – A Go for your life Program, and the Primary Care Partnerships of the three pilot sites (Inner East, Goulburn Valley and Greater Dandenong) in supporting this research into marketing and recruitment for diabetes prevention.


References


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Appendix 1. Information brochure messages

Front page – call to action heading – highest rating message

Are you at risk of developing diabetes?

Diabetes is a serious health condition. There is no cure. If left untreated it can cause heart attack, stroke, kidney failure, blindness, amputation and erectile dysfunction.

This program is designed to help you prevent diabetes.

Program aim – highest rating message

The program aims to help you achieve a balance between a healthy lifestyle and your personal enjoyment. The program will help you set and achieve goals to:

• Prevent diabetes

• Relax and enjoy life

Program content – highest rating message

This program will include information about preventing diabetes such as:

• What to eat

• How to eat less fat and more fibre

• How to cook more healthily

• Exercise