Communications Strategy for Southwest Health

Heart disease impacts many of the over 90,000 people who in the tri-county area that

Southwest Health serves (Wisconsin Department of Health Services, 2014). According to the

Center for Disease Control and Prevention (2017), while sometimes thought of as a mans

disease, heart disease is the leading cause of death for women in the United States and the

Wisconsin Department of Health Services (2017) estimates that heart disease accounts for 34

percent of all deaths statewide more than cancer, AIDS, and alcohol abuse combined.

Research indicates that preventative care can address heart disease and a host of related

concerns. Given the prevalence of this issue, it is recommended that Southwest Health focus its

next communication campaign on womens heart health and preventative care.

A campaign that focuses on womens heart health provides opportunities for

collaboration within the community, and promises wide appeal and potential growth for

Southwest Health. One key audience will be women themselves. The Wisconsin Department of

Health (2013) found that over a third of Wisconsin women have a chronic condition like

hypertension or diabetes and the rates of disease can triple overtime (p. 2-3). Outreach directed at

women, particularly the 45-64 year old population that experiences the highest rates of heart

disease and related conditions, is critical and could encourage women to visit the hospital more

often, improve their overall health, and strengthen their relationship with the organization.

A campaign on womens heart health can also appeal to friends and family. The U.S.

Department of Labor (2013) found that women make roughly 80 percent of the household

healthcare decisions. In Wisconsin, women make up 57 percent of the older adult population and

influence many of the health and financial issues for families (Wisconsin Department of Health
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Services, 2013, p.3). Therefore, a broad campaign that includes outreach geared towards family

members as well as women could have powerful effects in the community.

A third audience would be the community organizations who have the shared goal of

increased health. Platteville and the surrounding communities have demonstrated an interest in

health related articles and events as evidenced by the existence of bicycle clubs, community

health committees, and other organizations that host similar programs (Momentum Bikes, 2017

and UNITE Platteville, 2016). Not only could members of these organizations become potential

clients, but the support of these groups could help cover campaign costs, play an important role

in the promotion of content generated by the campaign, and develop overall goodwill within the

communities we serve.

Previous communication campaigns at Southwest Health such as our My Healthy Life

event series (Southwest Health, 2017c) and The Young at Heart Club (Southwest Health, 2017d)

demonstrate that community outreach can be successful. A series on an issue as critical as

womens heart health, there is a great potential for continued success. We could build off the

knowledge gained from previous communication strategies with outreach such as:

Events and presentations on heart health and preventative measures co-

sponsored by community businesses and organizations that focus on health, such
as Unite Platteville, Momentum Bikes, and the local university (UW-Platteville
Health Services, 2016).
A special series of articles featured in our Heart 2 Heart newsletter
(Southwest Health, 2017a) with expertise from our cardiologists, including Jaya
Krishna who specializes in cardiovascular disease (Southwest Health, 2017b).
Cross promotion on social media, radio, television, and newspaper ads
with related preventative care events (i.e. Young at Heart Club, My Healthy Life
series)
Southwest Health has the opportunity to educate and connect with current and potential

clients, as well as organizational partners throughout the tri-county area, through a focus on
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womens heart health. The campaign can build on previous successes and establish the hospital

as an active and trusted provider for heart health and other medical issues throughout the region.

References

Centers for Disease Control and Prevention (2017). Lower Your Rise for the Number 1 Killer of
Women. Retrieved January 15, 2017 from https://www.cdc.gov/features/wearred/

Momentum Bikes (2017). Retrieved January 19, 2017 from http://momentumbikes.com/wp/

Southwest Health. (2017a). Heart2Heart. Retrieved January 16, 2017 from

https://www.southwesthealth.org/media/heart-2-heart/

Southwest Health. (2017b). Jaya Krishna, MD, FACC. Retrieved January 16, 2017 from
https://www.southwesthealth.org/providers/krishna/

Southwest Health. (2017c). My Healthy Life Series. Retrieved January 17, 2017 from
https://www.southwesthealth.org/my-healthy-life-series/

Southwest Health. (2017d). Young at Heart. Retrieved January 17, 2017 from
https://www.southwesthealth.org/young-at-heart/

UNITE Platteville (2016). Health Committee. Retrieved January 20, 2017 from
http://www.uniteplatteville.org/committees.html
University of Wisconsin-Platteville Health Services. (2016). 10,000 Steps. Retrieved January 20,
2017 from http://www.uwplatt.edu/10000-steps
U.S. Department of Labor (2013) Fact Sheet: General Facts on Women and Job Based Health.
Retrieved January 17, 2017 from https://www.dol.gov/agencies/ebsa/about-ebsa/our-
activities/resource-center/fact-sheets/women-and-job-based-health

Wisconsin Department of Health Services (2016). Heart Disease: Facts and Figures. Retrieved
January 15, 2017 from https://www.dhs.wisconsin.gov/heart-disease/facts.htm
Wisconsin Department of Health Services (2014). Population Estimates. Retrieved January 20,
2017 from https://www.dhs.wisconsin.gov/population/index.htm
Wisconsin Department of Health Services (2013). Wisconsins Statewide Framework for
Improving Womens Health. Retrieved January 31, 2017 from:
https://www.dhs.wisconsin.gov/publications/p0/p00535.pdf
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