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Guidance for sponsors of consumer reports on health care quality

Acting Early to Ensure Effective Promotion

Many decisions you make and actions you take early in your reporting project have significant consequences for the effectiveness of your promotional efforts. These include:

• Identifying Your Audience
• Learning About Your Audience
• Choosing and Involving Partners

Also, be sure to consider the implications of a promotional campaign as you develop your staffing plan, schedule, and budget:

• Do you have someone on staff or available on a consulting basis who is qualified to design and implement this campaign?
• Can you set aside funding to support the time and materials needed for an effective campaign?
• If you have limited funding, can you identify free or low-cost ways to design and implement your campaign?
• How will the timing of promotional activities fit into the schedule for developing and releasing the report?

Also in "Promote Your Report"

• Why You Must Promote Your Report
• Understanding and Using the Lessons of Social Marketing
• Clarifying Your Objectives for Promotion
• Acting Early to Ensure Effective Promotion
• Timing Promotion for Maximum Impact
• Using Multiple Promotion Strategies