Title: 'Marketing, Messaging and Media: Massachusetts Family Outreach Plan'
Track: 1 - EHDI Program Enhancement
Keyword(s): communication, media, messaging, social marketing
Learning Objectives:
  1. Describe stategies to increase effective communication
  2. Develop plans to increase social marketing activities
  3. Apply interesting messages to keep audiences engaged and informed


Meeting your audience where they are is a crucial component of any outreach strategy. The Universal Newborn Hearing Screening Program in Massachusetts has developed a comprehensive marketing strategy for reaching out to parents. This presentation will discuss the components of this strategy including the use of social media, e-mail blasts, snail mail, and everything in between. There are about 78,000 births in the Commonwealth and approximately 200 babies are diagnosed with hearing loss each year. It is crucial that parents receive information prior to screening and are included in the process of making the follow-up appointment if their baby did not pass the hearing screening. They need to know what to expect at the diagnostic audiological appointment and feel supported throughout the process. If their baby is diagnosed with hearing loss it is imperative that they receive unbiased information and have opportunities to meet other families. Our program has utilized Facebook to provide real-time information to our families and our website to provide family stories. Making the personal connection is key and we avail ourselves of every opportunity to meet parents where ever they gather. We support educational opportunities and engage families regularly for guidance and support. A copy of the Massachusetts Outreach Plan will be disseminated.
Presentation: This presentation has not yet been uploaded or the speaker has opted not to make the presentation available online.
Handouts: Handout is not Available
Sarah Stone - POC,Primary Presenter,Author
MA Dept. of Public Health
     Credentials: BBA
      Sarah Stone, Program Coordinator, Massachusetts Early Hearing Detection and Intervention Program is dedicated to ensuring effective communication with families, birthing hospitals and audiological diagnostic centers. Ms. Stone has been instrumental in developing scripted messages and program materials that assist families and providers in understanding the EHDI goals and objectives. She has a background in public policy and business.

Financial - No relevant financial relationship exist.

Nonfinancial - No relevant nonfinancial relationship exist.