Background/Purpose: Self-management education (SME) uses educational and behavioral strategies to help people with arthritis (PWA) and other chronic conditions (CC) develop healthy behaviors and gain confidence in their ability to manage their condition. Approximately 11% of PWA report attending a SME program. Past audience research suggested that a primary reason PWA do not attend SME programs is that they do not know the programs exist. Past research also suggested that arthritis frequently is a lower priority if a PWA also has another CC, and approximately 47% of PWA also have another condition. PWA can learn key self-management skills (i.e. problem-solving, goal-setting, and self-monitoring) by attending generic SME programs, or programs for their higher priority CC even if they are not motivated to attend for arthritis. This research developed and tested messages and creative executions to motivate people with CC, including PWA, to learn more about SME programs.

Methods: 20 focus groups were conducted (6 for feasibility testing, 6 for concept testing, 8 for materials testing) in 8 cities in the East, Midwest, West and South United States in 2013-2015. Gender-stratified groups were held with people aged 45–75 years old who had one or more CC. All groups were conducted using a structured moderator’s guide, and results were summarized across groups using thematic analysis. Participants discussed their views and preferences about SME-related terminology, messages, and ad concepts and executions.

Results: A total of 156 people participated. The sample was 51% male; 49% white, 30% black, and 22% Hispanic; 69% had less than college degree, 56% had incomes <$40,000; and 23% were age 65-75.Over half of the sample had arthritis (56%) and more than one CC (57%).Although unfamiliar with SME terminology, most participants grasped and valued the concept. Messages that explained benefits (e.g., increased energy, reduced stress, feel better) and program components (goal-setting, self-monitoring) were the most important factors in motivating this audience to seek additional information about SME. Although most referred to themselves as having a chronic disease, “ongoing health problem” was preferred to “chronic disease” or “chronic illness” terminology. The terms “strategies and techniques” were favored over “skills and tools.” Other important message characteristics included having a personal and positive tone, using empowering language, and describing benefits without overpromising. Participants preferred a website rather than phone number for more information.

Conclusion: Consumers, including PWA, are receptive to SME although they were not previously aware of the term. Lack of familiarity with SME necessitates informational messages and outreach tools. Concepts seen as personal, believable, and credible which also provided information about processes and benefits of SME were preferred. It is possible to craft messages that appeal to people with a variety of CC, including arthritis. The findings from this research are being used to develop the Learn More. Feel Better.broad SME awareness campaign designed to motivate people with CC, including PWA, to seek out SME.

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ACR Meeting Abstracts - https://acrabstracts.org/abstract/making-the-case-for-self-management-education-marketing-lessons-learned-from-qualitative-research/