Running head: Womens Heart Health Campaign

Abbott Northwestern: Womens Heart Health Communication Campaign

Jordan R. Bartlett

Purdue University
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Introduction

Contrary to conventional wisdom, heart disease is not just a health risk predominately

afflicting males. Since 1984, more women than men are dying each year, and according to the

American Heart Association [AHA] (2017a), the gap between men and womens survival

continues to widen. To further compound this already dire health issue, women who are

experiencing symptoms typically do not take proactive measures to get the necessary medical

help. According to Mayo Clinic (2017), Women tend to show up in the emergency room after

heart damage has already occurred because their symptoms are not those usually associated with

a heart attack, and because women may downplay their symptoms. The fact that women are

dying from heart disease at greater rates than men, coupled with their unresponsive behavior

when experiencing symptoms, is attributed to one primary factor: low awareness. According to

AHA (2017), only 1 in 5 American women believe that heart disease is her greatest health threat.

Through increased awareness about heart disease risk factors, symptoms and prevention, the

threat of heart disease for women could be drastically reduced. In fact, 80 percent of heart

disease and stroke events may be prevented by lifestyle changes and education (AHA, 2017b).

Considering the positive impact education and awareness can have on preventing heart disease

deaths in women, I propose that Abbott Northwestern launch a communication campaign geared

towards three distinct groups of women.

In an effort to reach the greatest amount of women, the first audience segment is broad in

nature. This key public is selected based on risk factors. While there are many risk factors for

heart disease, the primary ones are high cholesterol, high blood pressure, obesity and women

who smoke. Therefore, it would be prudent to develop communication collateral specific to

women with one or more of these risk factors. In terms of identifying this audience segment, I
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propose that we use an analytics tool. Such a tool can scan through data (e.g., claims, Customer

Relationship Management, etc.) and identify women who have one of the aforementioned risks

factors and then suggest targeted communication messages and approaches.

The second public was also selected based on risk but is narrower in scope. According to

AHA (2017c), Cardiovascular diseases are the leading cause of death for African-American

women, yet less than half know its their greatest health risk. To develop a targeted list, rely on

enterprise data and consult external resources, such as United States Census Bureau. Identify

women living within a 50-mile radius of Abbott Northwestern. In terms of exposure methods,

multiple channels and formats should be utilized. To increase awareness and positively affect

changes in lifestyle, use interpersonal communication methods. Deploy health professionals,

ideally African-American, to places in the community where this public congregates. Church

would be one place to start. Use conventional communication approaches flyers, magnets,

give-a-ways to engage and educate.

The last stakeholder for this campaign is women ages 25 to 34 years old. While this

public may not have the most risk factors for heart disease, a lack of awareness necessitates

inclusion. According to a study conducted by the AHA (2017d), 44 percent of women 25 to 34

years old identified heart disease as the top killer the lowest awareness rate of any group

(Mayo Clinic, 2017). Women in this age group are also less likely to consult with a doctor about

heart disease risk (AHA, 2017). In terms of communication methods, social media should be a

primary resource. To expand reach, establish partnership with the AHA and coincide campaign

launch with Valentines Day. Utilize hashtags and include Twitter handles of celebrities that

support the cause, like Rose ODonnell.

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References

American Heart Association. (2017a). Causes and Prevention of Heart Disease. Retrieved from

https://www.goredforwomen.org/about-heart-

disease/facts_about_heart_disease_in_women-sub-category/causes-prevention/

American Heart Association. (2017b). Heart Disease Statistics at a Glance. Retrieved from

https://www.goredforwomen.org/about-heart-

disease/facts_about_heart_disease_in_women-sub-category/statistics-at-a-glance/

American Heart Association. (2017c). Heart Disease in African-American Women. Retrieved

from https://www.goredforwomen.org/about-heart-

disease/facts_about_heart_disease_in_women-sub-category/african-american-women/

American Heart Association. (2017d). Womens Heart Disease Awareness Study (2012).

Retrieved from https://www.goredforwomen.org/about-heart-

disease/facts_about_heart_disease_in_women-sub-category/womens-heart-disease-

awareness-study-2012/

Mayo Clinic. (2017). Heart disease in women: Understand symptoms and risk factors.

Retrieved from http://www.mayoclinic.org/diseases-conditions/heart-disease/in-

depth/heart-disease/art-20046167