NCSH Update 2017

It’s about honesty. It’s about knowledge. It’s about time.

NCSH UpdateSusan Gilbert, MPA

Co-Director, National Coalition for Sexual Health

It’s about honesty. It’s about knowledge. It’s about time.It’s about honesty. It’s about knowledge. It’s about time.It’s about honesty. It’s about knowledge. It’s about time.It’s about honesty. It’s about knowledge. It’s about time.

• Two major initiatives over the past year– Completed Hispanic Initiative

– Action Steps Initiative moved out of content development into product development phase

• Continued proactive and reactive media outreach– “Go to” source for leading, national media outlets

– Stories placed on a variety of topics

Communications Action Group


• Culturally adapted and translated “Take Charge” guide into Spanish– “Take Charge of Your Sexual Health” (2014)

• Educate consumers on preventive SH services

• Equip them to find and talk with a HCP about SH

– Worked with 3 Hispanic health organizations to culturally adapt

• Last year we:– Focus group tested translation

– Developed Spanish language website

– Planned for national media campaign

Hispanic Initiative


• Message strategy: – NCSH and partners issue call-to-action – Hispanics not getting many vital preventive services – 70% of Hispanics are insured; with possible ACA repeal, services

are in jeopardy – 30% w/o insurance, but ½ eligible for coverage; safety net

programs available in many communities

• Spokespeople: Six subject matter/audience experts fluent in Spanish

• Materials: Message strategy, pitch letter, press release and fact sheet in Spanish and English, and a social media campaign

• Media outreach: Personalized outreach to 60 outlets; press release distributed nationwide through PR Newswire

Hispanic Media Campaign


• Generated up to 210 million audience impressions

• 139 outlets picked up the press release

• Social media campaign – 29 orgs/individuals; over 60 tweets; up to 3.1 million reached

Hispanic Campaign: Results


• Finalized content for the “Five Action Steps to Good Sexual Health”– Topics such as respect, self-

esteem, body image, communication, safer sex, relationships

• Focus group tested content this summer

• More to come later today!

Action Steps Initiative


• Frequently responding to reporter requests and HARO queries.

• Over past 12 months, 38 stories, 51 experts quoted, and up to 448 million audience impressions.

• In 2107 alone, added 23 new experts/spokespeople. (Brings total to 50).

• Since July 13, 2013, we have produced up to one billion audience impressions through media.

Other Media Outreach


• General Consumer/Medical Trade: Health Mag, BuzzFeed, Healio Family Medicine, VICE Health

• LGBT and Men’s: Metro Weekly, Doctor Radio (SiriusXM)

• Major papers/dailies: USA Today, US News & World Report

• College students/teens: TeenVogue, HerCampus

• Women’s: Self.com, ELITE Daily, Bustle, Shape, SheKnows.com

Highlights of Leading Outlets


• Topics: sexual health, birth control, STIs, pregnancy/fertility, communications, safer sex.

• Established media relationships, yielding at least three stories per outlet

– Univision, Refinery29, Self.com, ELITE Daily, Tonic

– Ongoing content partnership with Refinery29; new partnership with Refinery29’s Snapchat

• Notable – six-part series with ELITE Daily on STIs

– HPV, Syphilis, Chlamydia, Gonorrhea, Herpes, and STD testing for men

Topics & Partnerships


• “Sexual Health and Your Patients: A Provider’s Guide” launched in October

• Developed to help PCPs (and others) integrate SH discussions and recommended preventive services into routine patient visits

• Focuses on improving communication b/w providers and patients

• Includes essential questions to ask all patients and adolescent patients

Health Care Action Group


• Promoted to HCPs and provider orgs through:– NCSH communication

channels

– NCSH members

– CDC

– Media outreach

– Outreach to non-member health organizations

– Presentations

Promotion of “Provider Guide”


• More than 30 organizations promoted the guide. A few examples:

– Stony Brook University: new required reading for incoming NP students

– CDC: extensively tweeted

– SAHM: sent out in member newsletter and posted to listserv

– AHIP: sent to all member CMOs

• Web page viewed more than 5000 times

Highlights of Promotion


• Currently HCAG is collecting sexual health resources for practicing providers:– Webinars, videos, other e-learning opportunities

– Guides, toolkits, articles, committee opinions, etc.

– Recommendations and guidelines

– Curricula

• Goal: To help providers easily find existing resources currently residing on many websites

• Package and disseminate to HCPs in the next grant year

Collection of Provider Resources


• 4 social media campaigns– Jul 2017: Contraception

– Apr 2017: Sexual health info for Hispanic community

– Feb 2017: Valuing who you are and deciding what’s right for you

– Nov 2016: Sexual health and older adults

• 47 issues of Sexual Health in the News

• 2 issues of News & Notes

Ongoing Communications

Health & Medicine

NCSH Update 2017