Undifferentiated messaging, the lack of targeting, limited frequency of calls, and improper understanding of adult learning principles are the critical reasons why physician and payer behaviors remain the same. Research suggest that learners “construct” their own knowledge based on what they already know and incorporate experience and reflection to create new learnings. Often marketers create and transmit knowledge but this may just be the first step in changing behavior. Instead of transmitting knowledge the role of a marketer is to facilitate learning process by creating a process that changes behaviors.

Physicians and payers are no different than other consumers. They learn by using preexisting knowledge and experience to form the basis for construction of new knowledge. Creating themes that is practical and applicable to their situation is critical to the process since they have to be motivated to learn. Additionally, many people have their own personal goals and objectives for learning. Learning is a necessary prerequisite for change to occur. Studies show that physicians and payers learn and make changes in their practice in stages. Strategies and messages should be designed to illicit change and move individuals from one stage to the next differ. At any event, participants are likely to be in different stages of change regarding the target outcomes of the event, therefore, a combination of strategies is needed.

Communications Impact Targeted Metropolitan Initiative resolves these issues by offering a comprehensive point of service program designed to integrate and coordinate local care in a select MSA’s in order to increase the quality of care, decrease costs, and support product utilization in a specific geographic area. The results are decreased managed care coverage and reimbursement restrictions and the increase in patient and physician awareness of the advantages of earlier, more aggressive treatment that lead to enhanced patient outcomes.

A menu of integrated initiatives designed to achieve the stated objectives are directed toward plans, providers, patients, and allied health professionals. Offerings are differentiated by leveraging unique tactics in distinct MSAs based on their segmented attributes

• High restrictions/Low utilization
• High restrictions/High utilization
• Low restrictions/High utilization
• Low restrictions/Low utilization