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Canadian Diabetes Association

    Diabetes Educator Section

    Marketing Manual

    Ideas for developing and promoting:

    ? Diabetes Educator Section

    ? Diabetes Education Centres

    ? Healthcare professionals involved

    in diabetes care

    May 2008

Diabetes Educator Section Marketing Manual Page 1 of 22

    May 2008

    Table of Contents

    Section Page Marketing Ideas 3 Principles of Marketing 3 Definition 3 Benefits for the client 4 Benefits for the program 5 Important Points to Remember When Marketing Your 6 Program

    Development of a Marketing Program The 4 Ps 7 Documenting a Marketing Plan 8 Steps to Success 8 Dealing With the Media 12 Radio, television and print

    Develop a Media Contact list 13 Contact information 14 Message Development 15 Key messages 15 Pitching to the media 15 Preparing a Media Release 16 Sample Media Release 16 Lifestyle Changes Really do Help Prevent Diabetes, Study Says Do’s & Don’ts For Effective Interviewing 18 When a Reporter Contacts you, Find Out… 19 Share Your Success With DES! 20 Contributor Thanks 21 Other Resources 21

     Appendix A Marketing Plan Action to be Taken 22

Diabetes Educator Section Marketing Manual Page 2 of 22

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    Marketing Ideas

The Diabetes Educator Section has a national marketing plan;

    however, Chapters have local issues and situations that require

    individual marketing initiatives. It is hoped the following ideas will

    guide you through the process of marketing your Chapter.

    Principles of Marketing

What is marketing?

    “Marketing is the process of promoting services to the client for the benefit of both the client and the program. Marketing is different

    from selling. Selling concentrates on the needs of the producer,

    whereas marketing concentrates on the needs of the buyer.”

Who are our clients?

    ? All people affected by diabetes (includes the community, people

    at risk of diabetes, and family members/caregivers)

    ? All healthcare professionals involved in diabetes care

    ? Volunteers and potential volunteers

What is the product or program?

    ? Diabetes Education Centres or Diabetes Educator Section Chapters

    ? Individual healthcare professionals involved in diabetes care

    ? Volunteers

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What are the benefits to clients?

People affected by diabetes benefit from:

    ? Education and support

    ? Cultural sensitivity

    ? A multidisciplinary team approach

    ? The ability to make informed choices about care ? Development of skills and attitudes needed to maintain or

    improve quality of life

Professionals involved in diabetes care benefit from:

    ? Support for diabetes educators in their practice ? Networking

    ? Increased feeling of self-esteem and satisfaction in employment ? Professional security to be seen as valuable by clients, employers,


    ? Strength in numbers to influence and shape policies regarding


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What are the benefits to the program/product?

Diabetes Education Centers benefit from:

    ? Increased numbers of clients receiving diabetes education

    ? Increased effectiveness of the program

    ? Increased awareness of employers and governments about the

    importance of diabetes education

The Diabetes Educator Section benefits from:

    ? Development of stronger relationship between CDA and DES

    ? Increasing and maintaining active membership and involvement


    ? Increasing member and non-member healthcare professionals‟

    awareness of DES professional development activities and


    ? Increased strength to become proactive in advocacy issues

    ? Promoting research related to diabetes educators‟ practices

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    Important Points to Remember When

    Marketing Your Program

? Keep your clients satisfied and loyal.

    ? Ensure that your program motivates others to participate. ? Use the media to promote your program and motivate people to


    ? Consider incentives as a motivator to get people involved. ? Consider your target population when developing your marketing


    ? Marketing is an ongoing process.

    ? Observe and learn from others.

    ? Marketing is an exchange process between those who have

    developed the product and those who are in need of it. Diabetes Educator Section Marketing Manual Page 6 of 22

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    Development of a Marketing Program

A basic marketing process is “the 4 P’s:” the right product, in the

    right place, with the right promotion, at the right price. Consider

    the following:


    ? What are you promoting? (A diabetes education program or

    membership in DES and your local chapter.)

    ? Who are the clients, and what are the identified needs?

    ? How will this product benefit the population it intends to reach?

    ? How can your product be best described? (e.g. theme, slogan, title)


    ? Is there a cost for the program?

    ? What is the client or audience‟s ability to pay? ? What is the demand for the program?

    ? Can others subsidize the cost?


    ? Is the location convenient, safe and comfortable?

    ? Should meeting locations vary so that travel is shared among


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    ? Consider internal and external markets for promotion/advertising:

    o Internal = within the organization (meetings/informal


    o External = media (newspaper, television, radio, newsletters)

    ? Remember word of mouth what image do you want to promote?

    ? Consider promotional activities:

    o Incentives to become involved

    o Flyers

    o Kick-offs, invitations

    o Volunteer to speak and do presentations

    A 5th “P” to consider: Participation ? Physicians, pharmacists, and other allied healthcare professionals

    ? Diabetes Education Centres

    ? Canadian Diabetes Association branches

    ? Pharmaceutical companies

    ? Other organizations (Heart & Stroke Foundation , Kidney

    Foundation, etc.)

    ? Fitness clubs, grocery stores

    Once you have considered the PS of a Marketing Plan,

    record your ideas in a step-by-step form. The following

    form has been included for your convenience. Record all

    your Marketing Plans: you won’t have to reinvent the wheel,

    and you can share your ideas! Diabetes Educator Section Marketing Manual Page 8 of 22

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    Documenting Your Marketing Plan:

    8 Steps to Success


    Start Date: Completion Date: Participants:

1. Why do it in the first place?

    Your mission, product, program goals, and measurable objectives.

2. For whom are we doing this?

    Identify your clients (consider special needs, e.g. literacy, cultural).

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3. Who will participate?

    Identify expectations of participants.

4. What do you want to say?

    Develop a message (single communication or series, cost, location).

5. How to communicate?

    Appropriate promotional activities (vehicles and strategies).

Diabetes Educator Section Marketing Manual Page 10 of 22

    May 2008

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