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Marketing and Communication Strategies to Increase Enrollment in National Diabetes Prevention Program—Implications for Evaluation of Technical Assistance

Under a 4-year federally funded program, states (18) and large cities (4) are implementing approaches to scale and sustain the National Diabetes Prevention Program (National DPP) a structured, evidence-based, year-long lifestyle change program to prevent or delay onset of type 2 diabetes in people with prediabetes or at risk of developing the disease. This study examines grantee utilization of health marketing strategies to increase enrollment in the National DPP, targeting both general and high-risk populations experiencing health or socioeconomic disparities, and the technical assistance (TA) provided to grantees to implement and evaluate their marketing strategies. Analysis of Yr2 annual performance measure reports indicated that 2.2 million people were reached through traditional (print, television, radio, etc.) and social media (Facebook, Wiggio, YouTube, etc.). Over 17,000 new participants enrolled in National DPP with more than 2,000 from high-risk populations. Qualitative analysis of grantee evaluation reports and TA records revealed barriers and facilitators, such as unavailability of National DPP programs and consistent provider referrals, respectively. TA to assist grantees with program activity and performance measure alignment helped grantees improve data collection and reporting. However, gaps continue to exist between activities implemented and data reported. Recommendations for future TA include 1) providing early guidance on marketing strategies, 2) assisting grantees with outcome assessment, and 3) demonstrating linkages between marketing efforts and performance measures. Disclosure Y. Mensa-Wilmot: None. S. Bowen: None. S. Thummalapally: None. M.D. Murphy: None. G.E. Rutledge: None.