Download Appendix A - Faith Community Nurse Network

Stepping On
Marketing Kit
Successfully Promote and Fill Your Workshops
This program is supported, in part, by a Live Well at Home Grant from Minnesota Department
of Human Services.
Acknowledgements
The Wisconsin Institute for Healthy Aging greatly appreciates the input and advice of many
individuals in developing our Marketing Kit for "Living Well with Chronic Conditions" and this
kit, which was based on the former. These generous and talented individuals include: Jill
Ballard, John Beilenson, Andrew Bethke, Trisha Bailkey, Lyndsay DeKeyser, Anne Hvizdak, Janell
Keeter, Kris Krasnowski, Jennifer Lefeber, Dr. Jane Mahoney, Barbara Murray, Barbara
Michaels, Valeree Lecey, Harvey Padek, and Pam VanKampen.
We welcome your suggestions for additions and revisions to this kit. We hope this will help you
fill your Stepping On workshops throughout the years to come as we all work together to help
older adults gain confidence in their own ability to prevent falls.
Keep Stepping On!
Betsy Abramson, Deputy Director
Laura Leeson, AHEC Intern, Summer 2012
November 2012
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Table of Contents
Acknowledgements....................................................................................................................................... 2
Introduction .................................................................................................................................................. 5
Filling Your Workshop: Getting Started ........................................................................................................ 6
Recruiting Participants: The Basics ........................................................................................................... 6
Ideas for Recruiting Participants ............................................................................................................... 7
Sustained, Personalized Marketing = Most Effective
Other Marketing Channels = Moderately Effective
“Impersonal” Marketing Channels = Least Effective
....................................................... 7
................................................................. 7
....................................................................... 7
Stepping On Brochure ........................................................................................................................... 8
Face-to-Face Presentations
................................................................................................... 9
“Elevator Speeches”.............................................................................................................................. 9
Sample for Potential Participants ......................................................................................................... 9
Sample for Potential Partners ............................................................................................................... 9
“Selling” Stepping On Presentation .................................................................................................... 10
Creating a Person-to-Person Referral Program
.................................................................. 11
“Tell a Friend” Postcard ...................................................................................................................... 11
“Tell a Friend” Letter ........................................................................................................................... 12
Getting a Picture or Testimonial ......................................................................................................... 12
Volunteer Ambassadors ...................................................................................................................... 12
Engaging Health Care Providers
................................................................................................. 12
Get in the Door ....................................................................................................................................... 13
Create a Health Care Recommendation System ................................................................................. 14
Follow Up ............................................................................................................................................ 15
Marketing in the Media
..................................................................................................................... 15
Using a Public Service Announcement (PSA) ...................................................................................... 15
Submitting a Media Release ............................................................................................................... 15
Submitting Notices for a Community Calendar .................................................................................. 17
Appendices.................................................................................................................................................. 18
Appendix A: ................................................................................................................................................. 19
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Face-to-Face Presentations..................................................................................................................... 19
“Selling” Stepping On Presentation: Recommended to be used by past participants and Leaders ... 20
Presentation for Meal Sites and Other Locations for Stepping On .................................................... 22
Case for Support: Statistics on Falls .................................................................................................... 24
Sample “Ticket” for Workshop Registration ....................................................................................... 25
Stepping On Interest Sheet ................................................................................................................. 26
Appendix B: ................................................................................................................................................. 27
Creating a Person-to-Person Referral Program ...................................................................................... 27
Share Your Story: Participant Testimonial .......................................................................................... 28
Sample “Tell a Friend” Letter .............................................................................................................. 29
Sample Recruitment Letter From Community Leader ........................................................................ 30
Appendix C: ................................................................................................................................................. 31
Engaging Health Care Providers .............................................................................................................. 31
Sample Informational Letter to Health Care Providers ...................................................................... 32
Key Talking Points for Health Care Providers: “The Three C’s” .......................................................... 33
Case for Support: Health Care Providers ............................................................................................ 34
Program Brief for Health Care Providers ............................................................................................ 36
Sample Program Cover Letter to Health Care Provider ...................................................................... 37
Sample Participant Letter to Health Care Provider............................................................................. 38
Sample Provider Recommendation Form ........................................................................................... 39
Sample Prescription Pad Recommendation Form .............................................................................. 40
Sample Letter to Pharmacists ............................................................................................................. 41
Sample Letter to Physical Therapists .................................................................................................. 42
Appendix D: ................................................................................................................................................. 43
Marketing in the Media .......................................................................................................................... 43
Sample Newsletter Article .................................................................................................................. 44
Sample Media Release ........................................................................................................................ 45
Sample PSA Script ............................................................................................................................... 46
Sample Notices for a Community Calendar ........................................................................................ 46
Example of Personal Interest Story ..................................................................................................... 47
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Introduction
As an individual involved with Stepping On workshops, you know the incredible impact that this
program has on participants’ lives. It gives people confidence, helps them maintain their
independence, and reduces their risk of falling. Thank you for helping to share this program
with others!
With your Leader Training completed and a workshop in your community scheduled, the next
step is recruiting participants! The tips and advice in this kit will help you fill your workshop,
whether it is your first… or 31st!
Be prepared to spend as much time promoting your workshop as you do planning it (if not
more!). Participant recruitment needs to be done on a consistent and ongoing basis.
Use a variety of marketing strategies to recruit participants from throughout your community.
To successfully fill your workshop, concentrate the majority of your time and efforts on
strategies that are repeatedly shown to be the most effective.
The following rating scale, used throughout this kit, identifies what research has shown about
each strategy’s effectiveness in recruiting participants.
Most Effective
Strategies that successful Leaders have identified as being the most effective way to fill their
workshops.
Moderately Effective
Strategies that can be useful in recruiting a few participants here and there.
Least Effective
The most commonly used marketing strategies, but generally the least effective. These should
only be used to complement other marketing strategies, not as the sole type of outreach to
potential participants.
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Filling Your Workshop: Getting Started
Start by meeting with a Leader Coach, Local Coordinator, or your sponsoring agency to discuss
the following ideas. They will be a great resource to help strengthen the knowledge and
connections you need to be successful.
Recruiting Participants: The Basics
1. Think Audience
 Think about the people your community sites are trying to recruit into their programs. Who
are they? Where do they live? What do they care about? Where do they congregate?
Where do they get their information? Use this knowledge to think about message and
communication strategies that will work.
2. Get Your Message Out Early and Often
 Don’t wait. Start getting the word out at least eight weeks in advance of the workshop.
Promote, promote, promote!
 Help to preview the program and attract “the most interested” with face-to-face
presentations to groups in your target audience (e.g., senior centers, senior housing,
churches, and support groups).
 Seek out participant “champions” who can tell their peers about the program and bring in
new participants once the community has run a workshop.
 Use regular announcements in event listings in local papers as a complement to the
awareness generated by face-to-face presentations and meetings. Research shows that
these general announcements just don’t work as the sole marketing strategy.
3. Learn About Existing Relationships in Your Community
 Reach out early to city and county staff, nonprofit, religious, and other leaders who can help
you reach their constituents or members. Relationships with key organizations in your area
are critical to creating robust communication channels.
 Find out more about the connections that your local partners already have. Ask them to
introduce you as someone who can help their members. (e.g., the aging & disability
resource center may already have contacts with several community entities).
4. Build Your Infrastructure
 Create a list or database and enter the name and contact information of each person who
calls or looks for information about a workshop. Keep building this list and keep sending
messages to individuals on the list by phone, email, or mail. These are your best prospects.
 Develop a list of key media outlets in your area—TV, radio, newspapers—particularly those
that have a significant readership/viewership that matches your target audience.
5. Use Our Materials!
 These can save you time and effort. That’s why we created them—for you to use. Go to our
website www.fcnntc.org to browse all the materials you need to lead a workshop.
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Ideas for Recruiting Participants
Below are some starting ideas on how and where to recruit potential participants. Later in this
kit you will find specific instructions and materials for most of these strategies. Focus your
efforts on the most effective ones to successfully fill your workshop.
Sustained, Personalized Marketing = Most Effective
 Contact current or past participants and ask them to invite others they know to sign up for
the workshop. [Appendix B]
 Meet with support groups (e.g. cancer, arthritis, diabetes, caregivers) in hospitals and
throughout the community. Serve as a guest speaker at one of their meetings to explain the
workshop. [Appendix A]
 Speak with people in other health education classes, including classes sponsored by other
organizations (e.g. Red Cross, YMCA, community recreation centers, health care providers).
[Appendix A]
 Give presentations in places where older adults are served and congregate (e.g., senior
centers, meal sites, churches, service clubs, professional retire groups). [Appendix A]
 Submit a personal interest story to a local paper. Highlight an individual’s experience with a
fall and the impact Stepping On had on their life. [Appendix D]
Other Marketing Channels = Moderately Effective
 Talk with local pharmacists. Ask them to recommend the program. Ask them to put a
Stepping On flyer or brochure in prescription bags of older adults. [Appendix C]
 Talk with local physical therapists. Ask them to recommend the program. Ask them to talk
with patients about the program and send the flyer home with exercises or instructions.
[Appendix C]
 Partner with local fire departments. Ask if they would be willing to refer older adults with
whom they have had contact due to a fall.
 Target and meet with community leaders (e.g., church leader, Rotary Club president). Ask
them to endorse Stepping On recruitment letters [Appendix B] to their members on behalf
of their organization.
 Inform and invite people who have signed up for your partnering organization’s programs in
the past.
“Impersonal” Marketing Channels = Least Effective
 Contact local agencies that put out a community newsletter (e.g. a quarterly hospital or
church newsletter). Find out what kind of articles they include and if they would be willing
to run one about Stepping On and/or upcoming workshops. [Appendix D]
 Include an announcement in your sponsoring organization’s publications, as well as
community newspapers, radio, senior magazines, etc. [Appendix D]
 Put up flyers on community boards at your faith community, in activity centers, senior
centers, wellness centers, and health food or product centers. [Appendix A]
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 Ask local grocery stores to put Stepping On flyers in grocery bags during a designated time
period before an upcoming workshop. [Appendix A]
 Send an email to your entire organization and partner organization to get the word out
about an upcoming workshop.
Stepping On Brochure
Download the customizable brochure template from our website www.fcnntc.org and insert
information about the Stepping On workshop you are leading.
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Face-to-Face Presentations
Giving face-to-face presentations to potential participants and partners is an essential
marketing strategy to generate initial awareness about Stepping On [Appendix A]. In addition
to the Stepping On Fact Sheet [Appendix A], also see Case for Support: Statistics of Falls
[Appendix A] for more talking points. After you have held your first workshop, use participant
testimonials to strengthen your case.
“Elevator Speeches”
An “elevator speech” is a succinct description of the workshop that can be delivered in the time
it takes for an elevator ride – about 30 seconds. It should be brief (100-130 words) and contain
a clear message. It can be useful in promoting your workshop, especially on the first or “cold”
call to a potential partner or during a short encounter with a potential participant.
Sample for Potential Participants
Note: This could be used in combination with material handouts, like a brochure, flyer, or
poster.
 Stepping On is a free seven-week workshop to help people remain independent, increase
confidence and prevent falls. It’s important because:
o One out of every four adults age 65+ falls every year; more than one-third of those who
fall become less active.
o Falls are the leading cause of injury related death and injuries requiring hospitalization
or treatment in Minnesota.
o 40% of people who enter a nursing home had a fall in the prior 30 days.
 With other older adults, participants in Stepping On learn strength and balance exercises,
what to look for in safe footwear, how medication can contribute to falls, and much more.
 Each class is only 2 hours long and meet once a week.
 You can find a workshop near you on our website, www.wihealthyaging.org, or by calling
[phone number] OR A workshop is starting in [city] on [date].
 (If time allows) People really love the workshops. For example, [insert a quick testimonial or
story about a real person who took the class and has seen real benefit, e.g., reduced the
number of medications they were taking, does more activities out in the community, is now
a spokesperson for the workshops, etc. ].
Sample for Potential Partners
 Stepping On is a workshop for people who have fallen, are at risk of falling, or have a fear of
falling.
 Falls are a big concern for older adults:
o One out of four adults age 65 and over falls each year.
o Among older adults 65 or older, fall-related injuries are the leading cause of death, now
exceeding car accidents.
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o Approximately 40% of people admitted to a nursing home had a fall in the 30 days prior
to admission.
o Even if they are not injured, many people who fall develop a fear of falling. This fear
may cause them to limit their activities leading to reduced mobility, isolation and loss of
physical fitness, which actually increases their actual risk of falling.
o Falls are not a normal part of aging and can be prevented.
 Workshop participants learn strength and balance exercises, what to look for in safe
footwear, how medication can contribute to falls, and a lot more.
 Most importantly, research has shown that the Stepping On program works: People who
completed Stepping On experienced a 31% reduction in falls.
Note: Conclude with a call to action or an “ask,” e.g., “May we meet to explore how we can
work together?” “Would you be willing to consider offering a workshop at your location?”
“Could you hang this poster?” “Will you consider recommending Stepping On to your clients?”
“Selling” Stepping On Presentation
This presentation emphasizes the personal story of someone who took and benefited from a
Stepping On workshop. Volunteers (including peer leaders) serve as the presenter. After an
initial workshop, past participants can also serve as volunteer ambassadors. Often the
presentation is used when the Stepping On representative is a guest speaker at some event or
meeting (e.g., senior center bingo or other program, meal sites).
The main objective of this presentation is to inspire people to sign up for Stepping On. The
audience should feel connected to the speaker and energized to learn more about, and
ultimately register for, the workshop.
If a past participant serving as a volunteer ambassador is giving the presentation, they should
possess certain qualities:
 Experience with a fall or fear of falling. The presenter should either have this experience
him or herself, or have someone close to them who has fallen. The audience should be able
to relate to their story in some way.
 Enthusiasm. The presenter should be passionate about Stepping On and be able to convey
this in his or her presentation.
 Previous Involvement in the Community. In addition to being an effective public speaker,
the best ambassador is someone with previous experience working with groups and
engaging community members (e.g., an aquatic class instructor, Kiwanis member, retired
teacher).
 Availability. An ambassador should be able to devote a few hours each week to outreach
events and talks, especially in the 2-4 weeks prior to a scheduled workshop.
The outline in Appendix A can help you prepare your presentation.
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Creating a Person-to-Person Referral Program
Some of the best marketing strategies focus on encouraging current or past participants to help
create a person-to-person or word-of-mouth referral program. Here are some ideas on how to
engage your participants to help spread the word about future Stepping On workshops.
“Tell a Friend” Postcard
For use at your last session. Ask participants to help you promote your next workshop by
sending a postcard to a friend who may also enjoy and benefit from Stepping On. Postcards can
either have a pre-written message or be blank for participants to fill out. Consider having
different styles to choose from.
Questions and prompts for participants if they decide to write their own message:




Why did they take Stepping On?
What did they learn?
What was their favorite part?
Why do they recommend it?
Examples:
 “Stepping On is a seven-week workshop to learn about ways to help prevent falls.”
 “I learned new strength and balance exercises, what to look for in safe footwear, the role
vision plays, the impact of medication on falls and ways to prevent falls when away from
home.”
 “The class was fun, interesting, and educational.”
Include information about how and where to find out more about Stepping On workshops.
Options when sending the postcards:
 Give participants pre-stamped postcard to fill out during class. (They may need to take
it home to write in the mailing address.) On the postcard include information about
where to find out about future workshops.
 Ask participants to fill out postcards. Explain that you will send them when another
workshop is scheduled. (You may need to ask them to bring in addresses ahead of
time.) On the postcard leave a blank space to fill in workshop dates and times when you
are ready to send.
Don’t have a workshop planned for a while? Consider asking participants to send a letter to
their doctor. [Appendix C]
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“Tell a Friend” Letter
These can be used to mail to previous participants before an upcoming workshop. Enclose
brochures and ask them to pass them along to people who may also be interested in taking
Stepping On. [Appendix B]
Getting a Picture or Testimonial
Ask for a testimonial and/or permission to take a picture of your participants at the end of
the workshop. These are useful when advertising your next workshop. Additionally, the same
newspaper you submitted media releases to previously may accept another story or a different
angle at a later stage. [Use Photo Release form in Appendix A]
Ask participants for feedback on how the workshop has affected their lives. If you have their
email addresses, you could also send testimonial forms to them after the workshop so they
have time to think about their answers.
If participants approach you with positive feedback, take that opportunity to ask them to
provide a testimonial. Or write down what they say and get permission to use it. Ask if you can
use their first name or initials. Otherwise use “past participant.” [Appendix B]
Volunteer Ambassadors
Consider inviting past participants to volunteer to conduct word-of-mouth marketing efforts in
the community. (See “Face-to-face presentations.”) Also, ask participants if they belong to civic
clubs, hobby or interest groups, senior centers, churches, or other organizations that might be
interested in having a program coordinator or workshop leader speak about their program. Ask
them to join you at the presentation and provide a testimonial.
Engaging Health Care Providers
One of the single most effective ways to recruit participants is through their health care
providers. People are more likely to take the workshop if it is recommended to them by a
health care professional. Engaging health care providers can be a challenging process, but keep
at it because it can help to consistently fill your workshops.
There are several key parts in creating a cooperative relationship:
1. Getting in the door. How do you reach health care providers and interest them in
Stepping On for their older patients?
2. Creating a recommendation system. Once convinced and ready to recommend to their
patients, how do you create a system that is easy, automatic, and integrated into the
workflow of the health care provider?
3. Following up. How do you confirm to the provider that their recommendation to a
patient is effective in the patient registering for, and ultimately benefiting from, the
workshop?
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Get in the Door
1. Research the health care provider.
 Identify who can do the outreach, which upcoming workshop(s) you are promoting,
and what provider groups are nearby. Partner with your Leader Coach or Local
Coordinator. Strategize on who will do the personal contacts with providers and other
follow-up tasks (e.g., phone calls, mailings).
 Know the provider’s mission and vision. Most are committed to preventive care and
community wellness through education. Be prepared to speak to how Stepping On can
support their mission or vision with the challenges their older patients face.
 Investigate how the health care professional or health system provides education to
their patients and whether they have a Wellness Coordinator or Patient/Member
Education system. Keep this in mind as you prepare recommendation materials for the
provider to give to their patient.
o Face-to-face?
o Internal media system on local network?
o Handouts?
2. Be prepared to explain Stepping On.
Many health care providers have not heard of Stepping On and will first need an introduction to
what the program is. You could explain that it was developed by a Ph.D. Occupational Therapist
in Australia and brought to the U.S. by a Wisconsin geriatrician and that it is evidence-based
(researched and its results published in a peer-reviewed journal). Emphasize that it is low (or
no) costs, where and when it is available in the community, and who is leading the workshops.
Use the Fact Sheet in Appendix A-3and Case for Support Appendix A-5.
3. Know your potential key contacts.
The best approach to get in the door of a health care provider is to identify a champion. The
champion should be passionate about the workshop and be able to share that passion with
others. The champion can be anyone in the practice who believes in the program and can
dedicate some time to making it a success. Champions have been physicians, physician
assistants, nurses, care managers, social workers, or health educators. Champions should be
like you: believe that falls are not a normal part of aging, can be prevented, and that Stepping
On will help prevent falls.
If you are already working with your hospital, ask your contact who might be the best person
for a conversation about broader involvement with Stepping On and request an introduction.
In larger hospitals, the managers of disease-specific programs such as orthopedic clinics and
cardiac or pulmonary rehabilitation could be helpful contacts. In smaller hospitals, these
functions may be grouped together into a single health education unit. Discharge planners and
employee wellness coordinators could also be good contacts. Within hospital administration,
supporters may be found in the marketing department, community benefits office, volunteer
office, chaplain’s office, or charitable foundation.
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4. Contact a provider and follow-up, follow-up, follow-up.
Sending an informational letter to your potential contacts may be a good first step in building a
relationship [Appendix C]. Based on what clinic you’re working with, consider addressing the
letter to the office manager or administrator, who could bring it to the attention of providers as
well as front desk and other staff members. Because clinics are very busy and receive a lot of
mail, consider dropping off the letter by hand and following up by phone or in person.
Also consider asking current participants to send a letter to their physician [Appendix C] with a
cover letter that explains the program. [Appendix C] This could also be a good way to
introduce the program to providers.
Face-to-face presentations and personal contacts are ultimately the most effective and
therefore critical outreach strategies to use. It takes time to get your foot in the door and meet
with a provider, but consistent and ongoing outreach will help you get there. Here are some
tips:
 Set-up a personal visit.
o Phone or drop-in to request an appointment.
o Meet providers at their convenience.
o Ask to schedule a short meeting for a presentation with your contacts (e.g., during lunch
break, over breakfast).
o Ask to conduct a presentation at one of their meetings or conferences (e.g., Nurse
Practitioners’ monthly meeting).
 Be flexible in your approach.
o 2-minute hallway conversation or 15-minute staff meeting presentation—be prepared for
either! And be appreciative of their time, even when the 30 minutes you had expected
and planned for turns out to be just the two minutes in the hallway. Your goal in that first
encounter is simply to be able to have a second one. You are developing a relationship. It
takes time. Understand that this will take months.
 Keep it simple and be prepared.
o Have research on program facts and efficacy readily available.
o Be prepared to offer ways the provider can easily recommend the program (e.g.,
prescription pad, recommendation forms, brochures)
 Track outreach contacts.
o Combine in-person visits with repeated follow-up (e.g., more brochures, phone calls, etc.)
Create a Health Care Recommendation System
Once health care providers are convinced and ready to recommend the program, it will be
important to help create a recommendation system that is easy, automatic, and integrated into
the organization’s regular work flow. Be prepared to know what you can potentially offer the
practice to make this happen. The following are a few ideas of how to do this:
Leave providers with brochures and flyers to hand out to their patients. This is a good start to
ease providers in to recommending the program.
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Provide prescription pads and recommendation forms. Offer providers recommendation
forms and prescription pads [Appendices C-7 and C-8] to fill out to give to their patients. Also,
offer recommendation forms that they can complete and send over to the sponsoring agency of
Stepping On via mail or confidential fax. These can ensure that patients who are recommended
the program receive follow-up and are able to register for the next workshop.
Work with a health care provider for targeted outreach. If your champion is a physician or
nurse practitioner, consider working with them to use their electronic medical records systems
to identify and send personalized letters to patients who are a falls risk and appropriate for the
program. The letter can introduce Stepping On and encourages the patient to consider
enrolling in an upcoming workshop. A letter template can be drafted in the provider’s name
and voice with his or her approval, then quickly and easily personalized through a mail merge
and sent to each patient’s home. Use the Sample Letter to Pharmacists [Appendix A-9] or
Sample Letter to Physical Therapists [Appendix A-10] to explain the program and ask
pharmacists and physical therapists, respectively, to recommend the program to their patients.
Follow Up
Health care providers are more likely to provide ongoing recommendations to the program
when they are notified that their patient actually took the workshop and benefited from it in
some way due to their recommendation.
Ask participants to send a letter to their provider [Appendix C-6] at the end of the workshop to
inform the provider what impact the Stepping On workshop had. Track recommendations from
participants and call to thank the provider for recommendations.
Marketing in the Media
Using a Public Service Announcement (PSA)
Contact your local radio station and ask to speak to the PSA or community affairs director. Give
that person your elevator speech, stressing the prevalence of falls among older adults in your
community and the positive benefits of the Stepping On workshop. Then ask him or her to
consider reading your PSA on the air regularly.
If possible, have a past participant read the PSA. You can then include parts of their experience
with a fall and Stepping On in the announcement.
Invite the radio station to say “brought to you by [station]. Send a “thank you” letter to the
station, which will both remind the PSA director of your “ask,” and help strengthen your
relationship, leading that person to support you again in the future.
Submitting a Media Release
The following steps are an overview of how to pitch a story to the media. You can use the
sample media releases [Appendix D-2] to get started.
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1. Customize the media release. Use a compelling headline and keep pertinent information in
the first paragraph. Add information that is specific to your county. Gather quotes from
participants.
2. Ensure your contact information is clear and correct. Give as much information as
possible—point of contact, phone number, physical address, email address, fax number,
and website.
3. Make a list of possible people to send your release to including key contacts from local
newspapers, magazines, television stations, radio stations, and trade and newsletter
publications. Identify editors and reporters who would be most interested in what you have
to say. Find specific names and departments; call ahead if necessary to find this
information. Sending it to a specific journalist or editor will ensure a better chance of
receiving prompt attention.
4. Research media outlets to find out whether your specific contacts prefer to receive news
releases by fax, mail, or e-mail. Prepare your press release submission in the necessary
hard-copy or electronic format.
5. Send electronic releases with to-the-point but interesting subject lines. Send to one
person at a time or blind carbon copy (“BCC”) recipients to make the news release
submission more personal. Type or paste the wording directly into the body of the e-mail;
many journalists delete e-mails with attachments as they take too much time and often
carry viruses.
6. Avoid sending photos electronically. Photos could clog an inbox or get sent directly to junk
mail. Instead note that photos are available upon request. Add complete captions to any
photos that are requested.
7. Follow up with a phone call. Ask if the recipient has received the release and let them
know you are available for interviews or to provide more information. Emphasize the
importance of this story to the media’s audience and offer some good stories to tell. For
example:
o Personality Profile: Identify a local leader who is passionate about the workshop and
has experienced benefits firsthand.
o Health Information: Keep an eye on the media and watch for articles that are relevant
to the program. Use these as a hook for sharing your information. For example, if a
national study is published about the benefits exercise has on reducing falls, use this
to show the national, big-picture trend and provide information about your
community to show the local impact.
o Personality Profile: Identify a local workshop participant whose well-being has
dramatically improved as a result of the workshop. Ask if you can share his or her
story with the media. In addition to individuals, look for couples, siblings, groups of
friends and others who might make a good story by illustrating the social nature of the
workshops.
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8. Once the article runs, share it through your community channels and with your
community partners. [Appendix D]
9. Send the reporters thank-you emails. This will give you an opportunity to include
additional information that may be helpful and remind them that you are a resource.
Other tips:
 Avoid sending a media release that doesn’t say anything interesting. Your release
should announce an event (e.g., an upcoming workshop).
 Don’t push your agenda to those who don’t want it. Avoid sending your release to the
same person more than once unless asked to re-send it.
 Brevity is encouraged and rewarded. It shows you respect the time of busy editors and
reporters. If they require more information, they will ask.
 When deciding what quotes to use in your media release, choose quotes that people
will easily understand. People of various education and socioeconomic backgrounds will
likely read a media release, so make your quotes as clear and concise as possible.
 When possible, write the media release on organization letterhead.
 Because many reporters work after regular business hours, consider including your
home or cell phone number. This is particularly important if the information is for
immediate release.
Submitting Notices for a Community Calendar
Calendar listings in local media outlets may be helpful for promoting a workshop. See below.
Every media outlet has a different process for submitting information to its calendar. Scan the
website first to see if it lists “Events.” Next, click on “Contact Us.” Often, the email address for
submissions will be listed here. You can also send an email to the general email address with
“Calendar/Event Listing” in the subject line. The newspaper may also have information on how
to submit a calendar listing. Most outlets have guidelines for submitting calendar listings.
Common information includes:









Event title: Stepping On Falls Prevention Workshop for Older Adults
Date, day, and time of your event
Location
Address, City, and ZIP Code
Phone number
Website
Cost
How to register
Brief description of the workshop
[See Samples in Appendix D]
17
Appendices
18
Appendix A:
______________________________________________________________________________
Face-to-Face Presentations
19
“Selling” Stepping On Presentation: Recommended to be used by past
participants and Leaders
1. Prepare before the presentation.
 Consider these questions when preparing your presentation. They may help you tailor
your message to your audience and decide which points to emphasize.
o Who are the people I am talking to?
o What might be some concerns about the impact of falls for this group of people?
(e.g., loss of ability to live at home, injuries, costs, dependence)
o Why may Stepping On be particularly beneficial to them?
2. Get the audience’s attention.
 This is your opportunity to get the audience interested in what you have to say.
Consider using some of the statistics on falls [Appendix A-4] and/or asking these or
similar questions:
o How many of you have fallen or have had a very close call?
o How many of you know someone who has had a fall?
o How many of you are interested in learning more about reducing your risk of falls
and remaining independent in your life?
3. Introduce yourself.
 Explain your involvement with the program (e.g., Leader, past participant).
 Share why and how you got involved with Stepping On.
o Describe your initial experience with a fall (either your own or someone you know).
o Describe the challenges and changes you (or someone you know) experienced as
result of the fall.
o Describe the emotions you or the other individual experienced, especially when
thinking about the possibility of another fall.
o Explain how you heard about Stepping On.
o Explain why you were interested in taking (or leading or are otherwise involved in)
the workshop.
o Describe the benefits and how they impacted your life.
4. Give an overview of Stepping On.
 Target Audience
o For people who have had a fall in the past year or are fearful of falling, living at
home, and not suffering from dementia.
 Logistics
o Meets for two hours a week for seven weeks.
o Led by a health care or aging professional and another leader.
o Is interactive and highly participative—not lectures.
o Includes local guest experts who assist by providing information on exercise, vision,
safety, and medications.
 Topics Covered
20
o
o
o
o
o
o
Balance and strength exercises
The role vision plays in balance
How medication can contribute to falls
Ways to stay safe when out and about in the community
What to look for in safe footwear
How to check your home for safety
5. Sell the program.
 Share the evidence found by research.
o 31% reduction in falls among people who took the workshop.
 Emphasize how the workshop can make a difference for them.
 Repeat that falling is not a normal part of aging. Muscles can improve. Falls can be
prevented.
 Share how it has made a difference for past participants.
6. Answer any questions and give directions on how to register for the upcoming workshop.
 Dates, Time, and Location
 Bring a sign-up sheet for the next workshop and a “class ticket” for those who sign up
today [Appendix A]. Encourage people to sign up today by explaining that the
workshop has limited spots.
 “We only have eight spots left for the workshop coming up this month. Sign up now to
get a “ticket” to guarantee your place and get one step closer to gaining confidence and
reducing your risk of falls!”
 For those who don’t sign up that day, offer brochures or flyers and have a “For More
Information” sheet so you can contact them in a few days, or when there is another
workshop scheduled.
 Be sure to call all of the individuals who did sign up within a day or two. Thank them for
signing up, tell them you think they have made a great decision and remind them about
the location, date and time of the first session.
21
Presentation for Meal Sites and Other Locations for Stepping On
o I’m here to tell you about an exciting new program we’re starting in [City/County].
o It’s a workshop called STEPPING ON and it is research-tested from the University of
Wisconsin to prevent falls in older adults.
o People who take this workshop have been shown to reduce falls by over 35%!
˃ How many of you have ever fallen, or had a friend or relative who fell?
Pause. It’s serious, isn’t it? So sad how it can really change your life—and not in a good way.
˃ How many of you are afraid of falling?
Pause. Me too. I just know too many people who have fallen and how terrible it was for them.
˃ The statistics are pretty staggering:
˃ ˃ Did you know that…
o 1 out of every 4 adults age 65 and over falls EVERY year…
o Injuries from falls are the #1 cause of death in Minnesota for people of all ages—it’s a
higher number than car accidents!
o 40% of people who enter a nursing home had a fall in the 30 days before they entered
the nursing home…
o 35% of people who fall become less active….
˃ ˃ BUT did you also know that:
o Falls are NOT a normal part of aging.
o Falls can be prevented.
o You can learn simple strength and balance exercises to help prevent falls. YES, your
muscles CAN get stronger.
˃ What would you think of spending just two hours a week for seven weeks to learn how you
can take control of your lives, follow simple techniques to learn how to prevent falls? Here’s
what you’ll learn:
o
o
o
o
o
o
Simple and fun balance and strength exercises that we’ll practice very week
The role vision plays in keeping your balance
How medications can contribute to falls
Ways to keep from falling when out and about
What to look for in safe footwear
How to eliminate falls hazards from your home
You’ll learn from two Leaders and the rest of your group. This is NOT a lecture. It’s a workshop
where everyone participates to learn from each other. Local guest experts also participate.
They include:
22
o
o
o
o
A physical therapist.
A pharmacist.
A vision specialist.
A community mobility expert.
The workshop is starting on [ Saturday, October 27, from 9:30-11:30 in the morning, at the
Hayward Senior Center. It will run for seven Saturdays, skipping November 24, the Saturday
after Thanksgiving. There is no charge for the workshop. (OR “There is a low charge of $XX for
the workshop.)] We’ll have free snacks and a lot of fun learning together.
>Let’s see if this workshop is right for you. Please raise your hand if you are:
o
o
o
o
o
Age 65 or older….?
Had a fall I the past year, or have a fear of falling?
Live in your own home or apartment (not an assisted living facility or nursing home)?
Don’t have dementia?
Don’t use a wheelchair or walker full-time in your home (okay if you use a cane).
>It looks like this workshop would be just perfect for most of you.
WRAP-UP
o Falls are so common, yet they are not a normal part of aging. You CAN learn to prevent
them.
o They can cause great injury.
o They can shake your confidence.
o Even just the fear can be a barrier to your safely doing all the things you want to do at
home and in the community.
o That’s why preventing falls is critical to maintaining your independence.
>I hope you’ll consider signing up for the workshop.
>I have some tickets here for people who are interested because there are limited spots.
>Who would like one?
>If you’d like to think about it a little, I have a sign-up sheet here. Just write down your name
and phone number and I’ll give you a call to talk about it more.
>Thanks for your time. I hope to see you at STEPPING ON.
23
Case for Support: Statistics on Falls
One of four adults age 65 and older falls every year. Fewer than half talk to their health care
providers about it.
Total direct costs for fall injuries in older Americans in 2000 were greater than $19 billion, and
by 2020, costs are estimated to reach $54.9 billion.
Falls-related injuries are the leading cause of death for older adults—greater than car accidents.
They are also the most common cause of nonfatal injuries and hospital admissions for trauma.
In 2008, over 19,700 older adults died from unintentional fall injuries.
In 2009, 2.2 million nonfatal fall injuries among older adults were treated in emergency
departments and more than 581,000 of these patients were hospitalized.
In 2008, 918 deaths were caused by falls in Wisconsin.
Most falls happen to people age 65 and older: 90% of fall-related deaths and 70% of fall-related
in-patient hospital stays involve people age 65 and older.
Approximately 40% of people admitted to a nursing home had a fall in the 30 days prior to
admission.
Men are more likely to die from a fall. After taking age into account, the fall death rate in 2007
was 46% higher for men than for women.
Twenty to thirty percent of people who fall suffer moderate to severe injuries such as
lacerations, hip fractures, or head traumas. These injuries can make it hard to get around or live
independently, and increase the risk of early death.
Most fractures among older adults are caused by falls. The most common are fractures of the
spine, hip, forearm, leg, ankle, pelvis, upper arm, and hand.
Even if they are not injured, many people who fall develop a fear of falling. This fear may cause
them to limit their activities leading to reduced mobility and loss of physical fitness, which in
turn increases their actual risk of falling.
http://www.dhs.wisconsin.gov/health/InjuryPrevention/pdffiles/FINAL_BOF_080210.pdf
http://www.cdc.gov/homeandrecreationalsafety/Falls/adultfalls.html
24
Sample “Ticket” for Workshop Registration
25
Stepping On Interest Sheet
[Workshop Dates, Times, & Location]
Name
Phone Number and/or Email
26
Check to
register
Check for
more info
Appendix B:
______________________________________________________________________________
Creating a Person-to-Person Referral Program
27
Share Your Story: Participant Testimonial
Stepping On
We would like to be able to share your story to help others learn about the Stepping On
workshops. (All questions are optional.)
Name ____________________________________________________________
Do we have permission to use your first name?
 Yes  No
E-mail ____________________________________________________________
Phone ____________________________________________________________
Signature _________________________________________________________
Why did you decide to take a Stepping On workshop?
How has Stepping On helped you become more confident about not falling?
What did you gain from taking this workshop?
What differences do you see in your life now? (For example, in your physical health, emotional
health, mental health? Around the house? Social life changes?)
If you could describe Stepping On in a few words or one sentence, what would you say?
28
Sample “Tell a Friend” Letter
[USE EITHER YOUR AGENCY LETTERHEAD OR STEPPING ON LETTERHEAD]
[DATE]
[NAME]
[AGENCY]
[EMAIL]
[CITY/STATE/ZIP]
Dear [NAME]:
Thank you again for participating in the Stepping On workshop held by [AGENCY] last [SEASON,
e.g., spring]. I hope you found it interesting and educational, and continue to see the benefits of
using what you learned.
[AGENCY] will be offering Stepping On again this upcoming [DATE]. I am writing to ask you to
help promote our next Stepping On by passing along these brochures to friends or neighbors
who may also be interested in taking the workshop.
As a reminder, the workshop:
o [Has a low registration fee of $XX. Scholarships are available.] OR [Has free
registration!]
o Is held for 2 hours each week for seven weeks.
o Is offered in a convenient location.
o Helps participants learn how to reduce their risk of falls, the importance of strength and
balance exercises, what to look for in safe footwear, how medications can contribute to
falls, safe footwear, and so much more!
Thank you for helping to spread the word about this upcoming workshop. If you have any
questions or would like more brochures, feel free to call me at [NUMBER]. And, keep Stepping
On!
Kind regards,
[SIGNATURE]
[NAME]
[TITLE]
[AGENCY (if not using agency letterhead)]
29
Sample Recruitment Letter From Community Leader
[DATE]
[NAME]
[AGENCY]
[EMAIL]
[CITY/STATE/ZIP]
Dear [NAME]:
On behalf of [Faith Community Nurse Network and your faith community], I would like to tell
you about the Stepping On program.
The Stepping On workshop is for community-dwelling adults who have had a fall in the past
year or are fearful of falling. Research has shown that people who attend the workshop say
they are more confident about preventing falls and indeed experience a 31% reduction in falls.
The workshop is taught by one health or aging professional and one peer leader and meets
once each week for seven weeks. It covers topics such as improving balance and strength,
home modifications, community safety, vision, medication review, and safe footwear.
The next Stepping On workshop will be held at [location, date, and time]. The cost to attend the
workshop is [cost]. To register for the workshop, [contact info]. The class size is limited to 15
people so please register as soon as possible to ensure a spot.
If you would like more information about the Stepping On workshops, please visit
www.wihealthyaging.org or call [number]. We hope you will join us to keep Stepping On!
Sincerely,
[SIGNATURE]
[NAME]
[TITLE]
[AGENCY (if not using agency letterhead)]
30
Appendix C:
______________________________________________________________________________
Engaging Health Care Providers
31
Sample Informational Letter to Health Care Providers
[DATE]
[NAME]
[AGENCY]
[EMAIL]
Dear [NAME OF CLINIC/PROVIDER]:
I am a [Leader/Peer Leader] of the Stepping On workshop offered in [CITY/COUNTY]. Stepping
On is an evidence-based program developed in Australia and brought to the U.S. by University
of Wisconsin geriatric doctors and physical therapists. It is supported by the Faith Community
Nurse Network through a Live Well at Home grant from the Minnesota Department of Human
Services. It helps people learn how to prevent falls and to gain confidence that they can do so,
to keep them independent and living at home.
Stepping On workshops meet once a week, for two hours, for seven weeks and are low-cost or
free. They are hosted by community organizations and taught by two trained leaders, at least
one of whom is a health care or aging network professional. Participants will learn:
-
Strength and balance exercises to practice at home.
How medications can affect falls risks.
How to engage in home modifications to reduce risk of falls.
How safe footwear and vision affects risk of falls.
Nationally, one of every four adults will fall each year and often have a devastating physical,
emotional and financial cost. But falls are not a normal part of the aging process and can be
prevented. Learning how to self-manage their risk of falls is important since Minnesota has the
fifth highest death rate for unintentional falls in the U.S. Research has shown that at the end of
the workshop participants have more confidence and ultimately have fewer falls.
Would you consider recommending the Stepping On program to patients? Providing support for
self-management is an important aspect of patient-centered care. Stepping On does not conflict
with a patient’s existing treatments or programs and is designed to complement existing health
management programs and provider relationships. Research shows that health care provider
support for and recommendation to the program has a significant impact on older adults’
participation. This, in turn, helps older adults reduce their risk of falls and remain independent,
encourages communities to embrace health and disease prevention, and reduces the demand
on our health care system.
Workshops are designed for community-dwelling adults age 60 and over who have fallen, are at
risk of falling, or have a fear of falling. Stepping On is appropriate for older adults who do not
use a wheelchair, scooter, or walker indoors most of the time. Workshop information can be
found at www.fcnntc.org. Please contact me with any questions at [CONTACT INFO].
Thank you,
[NAME]
32
Key Talking Points for Health Care Providers: “The Three C’s”
Providers are primarily interested in learning the “three C’s” of the program (Cost, Convenience,
and Credibility) before they agree to support and recommend it. Be sure to emphasize these
points when talking with them about Stepping On, whether it is a 3-minute conversation or 30minute presentation.
Cost:
o Free or low-cost for participants.
o Only asking the provider to recommend the program to their patients. There are no
direct costs to their healthcare organization.
o NOT a commercial or for-profit service.
Convenience:
o Convenient location in the community that is easily accessible for participants. (Share
where your workshops are held.)
o Convenient time of day.
o Again, free or low-cost for participants.
o Does not conflict with existing programs or treatment.
Credibility:
o The program was developed and tested at the University of Sydney in Australia by a
Ph.D. Occupational Therapist and brought to the U.S. and Americanized by the
University of Wisconsin’s Dr. Jane Mahoney, a geriatrician, and other allied health
professionals. The data regarding its efficacy has been published in the Journal of
American Geriatrics Society.
o Randomized, controlled trial found that participants:
• Had greater self-confidence.
• Had improvements in confidence about reducing falls risks.
• A 31% reduction in falls.
• A reduction in falls-related ED visits and hospitalizations.
33
Case for Support: Health Care Providers
Your case for support helps you clearly communicate what Stepping On is, why it matters, and
what impact it has. Include these or similar talking points when addressing health care
providers.
The Problem: Falls are a huge problem for older adults and the health care systems
supporting them.
One of four adults age 65 and older falls every year. Fewer than half talk to their health care
providers about it. Total direct costs for fall injuries in older Americans in 2000 were greater
than $19 billion, and by 2020, costs are estimated to reach $54.9 billion.
In Minnesota, falls are the leading cause of injury related death and injuries requiring
hospitalization or treatment, with the vast majority of these occurring among older adults. Falls
contribute significantly to depression, loss of mobility, and loss of functional independence
among older adults. Minnesota has the fifth highest death rate for unintentional falls in the
United States
Most falls happen to people age 65 and older: 90% of fall-related deaths and 70% of fall-related
in-patient hospital stays involve people age 65 and older. Approximately 40% of people
admitted to a nursing home had a fall in the 30 days prior to admission.
Men are more likely to die from a fall. After taking age into account, the fall death rate in 2007
was 46% higher for men than for women.
Twenty to thirty percent of people who fall suffer moderate to severe injuries such as
lacerations, hip fractures, or head traumas. These injuries can make it hard to get around or live
independently, and increase the risk of early death.
Most fractures among older adults are caused by falls. The most common are fractures of the
spine, hip, forearm, leg, ankle, pelvis, upper arm, and hand.
Even if they are not injured, many people who fall develop a fear of falling. This fear may cause
them to limit their activities leading to reduced mobility and loss of physical fitness, which in
turn increases their actual risk of falling.
Slowly we are moving away from a health care system focused on sickness and disease to one
focused on wellness and prevention. Stepping On is consistent with this movement.
http://www.cdc.gov/homeandrecreationalsafety/Falls/adultfalls.html
http://mnaging.org/Administrator/HealthyAging/~/media/MNAging/Docs/Admin/HealthyAging
/FallsFactSheet_2012.ashx
34
A Solution: Helping people learn to self-manage their risk of falls with Stepping On.
Stepping On is a workshop given for two hours, once a week, for seven weeks, in community
settings such as senior centers, churches, libraries, and hospitals. Workshops are facilitated by
two trained leaders, one or both of whom are health care or aging professionals and usually
assisted by a peer leader (i.e., an older adult who has successfully completed the workshop.
Subjects covered include:
o
o
o
o
o
o
Exercises to improve strength and balance
Medication review
Home safety
Safe footwear
Vision
Sleep
It is the process in which the program is taught that makes it highly effective. The small-group
workshop sessions are highly participative, where mutual support and success build the
participants’ confidence in their ability to manage their health and maintain active and fulfilling
lives. Workshops use adult education and self-efficacy principles.
The Impact
Stepping On improves the quality of life of participants by improving their confidence in their
own abilities to reduce the risk of falls. The program’s evaluation and results were published in
the September 2004 issue of the Journal of American Geriatrics Society. The study found that
those completing Stepping On experienced a 31% reduction in falls. This demonstrated that the
program was highly effective in preventing falls in community-residing older adults.
Relationships with fellow participants often last well beyond the workshops, creating a support
system across the community. Entire families often benefit too, as participants bring home
new ideas and integrate healthy behaviors into their families.
35
Program Brief for Health Care Providers
[SPONSORING AGENCY LETTERHEAD/LOGO]
Stepping On Falls Prevention
A Self-Management Program
Stepping On is a seven-week falls prevention self-management program held for two hours
each session. It is held in convenient locations in the community, such as [give example of your
workshop location]. Community-dwelling older adults age 60+, who have fallen, are at risk of
falling, or have a fear of falling participate in small group settings. Programs are facilitated by
two trained leaders, one or both of whom is a health care or aging network professional.
The program covers:







Strength and Balance exercises
Medication Review
Vision
Home modifications
Safe footwear
Community Safety
Sleep
[SPONSORING AGENCY] is providing these workshops at [no cost/ a low cost] to participants.
Each participant will receive an Exercise Manual and a set of 5 pound ankle weights to use
during the program.
The process by which the program is taught is what makes it so effective. Classes are highly
participative and use adult education and self-efficacy principles. Mutual support and success
build participants’ confidence in their ability to manage their risk of falls and prevent falls.
The program was developed at the University of Sydney in Australia. It has been tested and
evaluated with very positive results. *
Those who participated in the program, when compared to those who did not:
o Had fewer falls
o Had fewer falls-related emergency department visits and hospitalizations.
For more information about Stepping On, visit www.fcnntc.org or contact [CONTACT INFO].
* Clemson, Lindy, BAppSc(OT), MAppSc(OT), PhD, Robert G. Cumming, MBBS, MPH, PhD, Hal Kendig, MPI, PhD, FASSA, Megan Swann,
BAppSc(OT), Robert Heard, BA (Hons), PhD, and Kirsty Taylor, BA (Psych) The Effectiveness of a Community-Based Program for Reducing the
Incidence of Falls in the Elderly: A Randomized Trial, Journal of American Geriatrics Society, 52:1487-1492, 2004
36
Sample Program Cover Letter to Health Care Provider
From: Stepping On
Dear [NAME OF PHYSICIAN]:
Attached you will find information from one of your patients who attended the Stepping On
workshop in [NAME OF CITY/COUNTY]. Participants were offered this opportunity to
communicate back to you about their progress. I hope you will include this document in their
chart.
This [free/low-cost] and convenient self-management course will not conflict with existing
programs or your treatment plans. It is designed to help people learn how they can reduce
their risk of falls and remain independent. It gives people the confidence and motivation they
need to manage their risk of falls.
The course was developed at the University of Sydney in Australia and was brought to the U.S.
and Americanized by University of Wisconsin Geriatrician Dr. Jane E. Mahoney. Research
results show that the individuals who completed a workshop experience a decrease in the
number of falls-related emergency visits and hospitalizations, as well as increased confidence in
their own ability to reduce falls.
In Minnesota we have partnered with the Faith Community Nurse Network to make the
workshops more widely available in our community. You can visit www.fcnntc.org for more
information about Stepping On workshops.
Enclosed are a few Stepping On flyers and brochures. We are regularly scheduling more
workshops. The workshops are [free/low-cost] and each participant receives a copy of the
Exercise Manual and a set of 5-pound weights to use during the program.
If you, your staff, or your patients would like more information please contact me at [EMAIL] or
[PHONE NUMBER].
Thank you,
[NAME]
[TITLE]
[FAITH COMMUNITY/AGENCY]
[PHONE NUMBER]
37
Sample Participant Letter to Health Care Provider
Stepping On Falls Prevention Workshop
Date:
Dear
I participated in the Stepping On Falls Prevention Workshop on
_________________________________ at __________________________________________
(Date of Workshop)
(Location of Workshop)
In this workshop I learned how to reduce my risk of falls. Some of the issues discussed were
strength and balance exercises, medication, vision, safe footwear, home modifications, and
community safety of medications.
During the program, I accomplished:
My current plan is:
Please file this in my medical record and ask me about it at my next visit.
Thank you.
Sincerely,
NAME
38
Sample Provider Recommendation Form
Recommendation to Stepping On
Email to: [Name] at [email address]
or
Mail to: [Name] at [address]
Criteria: Stepping On is a 7-week falls prevention program offered by [SPONSORING AGENCY].
It teaches patients how to self-manage their risk of falls. Patients must be living independently
in their own house or apartment in the community, have the cognitive ability to participate in
the workshop and not use a wheelchair, scooter, or walker most of the time indoors. This
workshop is designed primarily for adults age 60 and over.
Recommended by: ___________________________________________________________
Phone #: _____________________________ Date of Recommendation: _________________
Name of Patient: _____________________________________________________
PCP/Physician: _______________________________________________________
Patient’s Address: ____________________________________________________
City: ________________________________________ Zip: __________________
Phone #: ____________________________ Email: ___________________________________
 Yes, patient was given a brochure or information about the program
 No, patient was NOT given a brochure or information about the program
39
Sample Prescription Pad Recommendation Form
40
Sample Letter to Pharmacists
Dear _____________________________:
The Faith Community Nurse Network is working hard to prevent falls in older adults so we are
starting an exciting new project. It’s a workshop called STEPPING ON and it is research-tested
from the University of Wisconsin to help prevent falls in older adults by over 35%. I’m sure you
are well aware of the staggering statistics:
o
o
o
o
1 out of every 4 adults age 65 and over falls EVERY year
Minnesota has the fifth highest death rate for unintentional falls in the U.S.
40% of people who enter a nursing home had a fall in the 30 days before admission.
35% of people who fall become less active.
BUT falls are NOT a normal part of aging. They can be prevented, and older adults can learn
simple strength and balance exercises to help prevent falls.
By spending just two hours a week for seven weeks, older adults can learn how to take control
of their lives, follow simple techniques to learn how to prevent falls. They’ll learn:
o
o
o
o
o
o
Simple and fun balance and strength exercises that we’ll practice very week.
The role vision plays in keeping balance
Ways to keep from falling when out and about
What to look for in safe footwear
How to eliminate falls hazards from your home
How medications can contribute to falls
The older adult participants learn from two Leaders and the other participants in the group.
Everyone participates to learn from each other as well as local guest experts including a
physical therapist, a vision specialist, a community mobility expert and a pharmacist. T
The workshop is starting on [Date/Time/Location] There is no charge for the workshop. (OR
“There is a low charge of $XX for the workshop.) We’ll have free snacks and a lot of fun
learning together.
The workshop is evidence-based for adults who are age 65+, had a fall in the past year or have a
fear of falling, live in their own home or apartment, don’t have dementia, and don’t use a
wheelchair or walker full-time in their home (a cane is ok).
Here’s how you can help. Mention the workshop and hand a brochure (or tuck in their
medication bag) to older adult customers you think might benefit from the workshop from now
until [A FEW DAYS BEFORE WORKSHOP STARTS]. This might include individuals on certain fallsrisk inducing medication or a large number of medications and/or individuals who seem
unsteady. We’d greatly appreciate your assistance.
If you’d like to learn more about the workshop, observe a session, or serve as a guest speaker
pharmacist, just give me a call at: [phone number]. Thanks so much.
41
Sample Letter to Physical Therapists
Dear ___________________________________,
The Faith Community Nurse Network is working hard to prevent falls in older adults and we
know that as a physical therapist, you are a key partner. We are starting an exciting new
project. It’s a workshop called STEPPING ON and it is research-tested from the University of
Wisconsin to help prevent falls in older adults by over 35%. I’m sure you are well aware of the
staggering statistics:
o
o
o
o
1 out of every 4 adults age 65 and over falls EVERY year
Minnesota has the fifth highest death rate for unintentional falls in the U.S.
40% of people who enter a nursing home had a fall in the 30 days before admission.
35% of people who fall become less active.
BUT falls are NOT a normal part of aging. They can be prevented, and older adults can learn
simple strength and balance exercises to help prevent falls.
By spending just two hours a week for seven weeks, older adults can learn how to take control
of their lives, follow simple techniques to learn how to prevent falls. They’ll learn:
o Simple and fun balance and strength exercises, taught by a physical therapist, that we’ll
practice very week.
o The role vision plays in keeping balance
o Ways to keep from falling when out and about
o What to look for in safe footwear
o How to eliminate falls hazards from your home
o How medications can contribute to falls
The older adult participants learn from two Leaders and the other participants in the group.
Everyone participates to learn from each other as well as local guest experts including a
physical therapist, a vision specialist, a community mobility expert and a pharmacist.
The workshop is starting on [Date/time/Location]. There is no charge for the workshop. (OR
“There is a low charge of $XX for the workshop.) We’ll have free snacks and a lot of fun
learning together.
The workshop is evidence-based for adults who are age 60+, had a fall in the past year or have a
fear of falling, live in their own home or apartment, don’t have dementia, and don’t use a
wheelchair or walker full-time in their home (a cane is ok).
Here’s how you can help. Mention the workshop and hand a brochure to your older adult
patients you think might benefit from the workshop from now until [A FEW DAYS BEFORE
WORKSHOP STARTS]. We’d greatly appreciate your assistance.
If you’d like to learn more about the workshop, observe a session, or serve as a guest physical
therapist, just give me a call at: [phone number]. Thanks so much.
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Appendix D:
______________________________________________________________________________
Marketing in the Media
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Sample Newsletter Article
Contact Information:
[NAME]
[FAITH COMMUNITY]
[PHONE]
[E-MAIL]
FOR IMMEDIATE RELEASE: [DATE]
STEPPING ON Workshops Help [CITY/COUNTY] Residents Prevent Falls
[CITY], MN—One in every four adults over age 65 falls every year. But falling is not normal for
older adults and older adults can learn how to take steps to prevent falls.
Stepping On, a workshop offered in [CITY], teaches older adults do just that. Research shows
that adults who take the workshop gain confidence, reduce falls by over 30% and have fewer
hospitalizations and emergency department visits.
The workshop is offered at [LOCATION] and begins [DATE]. It is for adults age 60 and over, who
live in their own homes or apartments and do not rely on a walker, scooter, or wheelchair
indoors most of the time.
Falls can be physically, financially, and emotionally devastating. Fear of falling often limits older
adults and results in reduced mobility and isolation. “The good news,” says [local instructor,
partner, or program administrator], “is that people can learn how to prevent falls and can make
the changes they need in their lives to reduce their risk. The Stepping On workshops are a
wonderful complement to medical care, equipping older adults to take control of their lives and
make the changes in their home and lifestyle to reduce their risk.”
Stepping On workshops are delivered in seven 2-hour weekly sessions. They are taught by two
certified leaders; either one or both are health care or aging network professionals.
[Insert a quote from a local leader that explains why they got involved and the benefits they see
the workshops offer participants. For example: “It is amazing to see the change that occurs
after people go through the workshop,” says [local leader]. “People are more confident,
energetic, and have a new support system in place, all of which helps them lead a healthier
life.”]
During the seven-week session, participants receive support from trained leaders and other
workshop participants, learning strength and balance exercises, medications’ impact on falls,
vision, safe footwear, home modifications, and community safety.
[Insert a quote from a participant about the positive benefits they have experienced from
taking the workshop].
For more information on workshops in your area, visit www.fcnntc.org or call [phone number].
Stepping On workshops are supported, in part, by a Live Well at Home grant from Minnesota
Department of Human Services.
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Sample Media Release
[date]
FOR IMMEDIATE RELEASE
Contact: [Name] [Position/Credentials/Faith Community]
[PHONE]:
[EMAIL]:
www.fcnntc.org
Preventing Falls in Congregations
Classes Led by RNs Prevent 50% of Falls
[CITY, STATE] – Stepping On is a workshop offered in Minnesota by the Faith Community
Nurse Network aimed at helping older adults prevent falls. [FAITH COMMUNITY] will host the
workshop from [DATE TO DATE] with a booster session on [DATE]. The workshop is for two
hours, once a week, for seven weeks, at [FACILITY NAME/DATE/TIME.] Please contact
[NAME/HOW] to learn more and register for the workshop.
Stepping On will help participants identify why they fall and different ways to prevent
falls, including strength and balance exercises, home safety check suggestions and a medication
review. The workshop is both for people who have fallen and for people who fear falling.
Participants will leave with more strength, achieve better balance, and experience a feeling of
confidence and independence as a result of performing various exercises and sharing personal
falls experiences as a group. The research has found that people who complete the workshop
have a 31% reduced rate of falls.
In Minnesota, falls are the leading cause of injury-related death and injuries requiring
hospitalization or treatment. In 2009, older adults in MN made up 86% of fall deaths with a rate
that was nearly double that of the US. The Faith Community Nurse Network is addressing this
problem with the evidence-based Stepping On falls prevention program. Falls are not a normal
part of aging and many falls and injuries from falls can be prevented. More information about
the Faith Community Nurse Network can be found online at www.fcnntc.org.
[Brief description of faith community, optional]
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Sample PSA Script
Have you, or an older adult you know, ever fallen or had a close call with a fall? Get your
confidence back and learn how to reduce the risk of falling! Consider a Stepping On Workshop,
now available in [COUNTY/CITY]. Workshops provide tips on new strength and balance
exercises, what to look for in safe footwear, how medication can contribute to falls, and so
much more. For details, [visit www.fcnntc.org] or call [PHONE NUMBER]. That’s [REPEAT
NUMBER]. Stepping On—your pathway to maintaining independence and preventing future
falls. A message from [AGENCY] and [RADIO STATION].
Sample Notices for a Community Calendar
Feel free to customize community calendar notices as appropriate. Be sure to list contact
information, dates, times, and the location of the workshop!
Sample 1:
Are you an older adult with a fear of falling? Falls are not a normal part of aging, yet one out of
every four adults age 65 and older falls every year and most have significant health and lifestyle
consequences as a result. A free [OR low-cost] seven-week workshop for older adults, called
Stepping On, is starting soon. It is led by a health care professional and peer leader and is
appropriate for independent community-dwelling older adults with a history of falls, at risk of
falls, or who have a fear of falls. It will be offered at [LOCATION] from [DATE, TIMES]. To
register or to receive more information, call [NUMBER] or visit [www.fcnntc.org.]
Sample 2:
Join other older adults in learning how you can take control of your life to prevent falls! Take
control of your life to remain independent in your own home without a fear of falling by
enrolling in a Stepping On workshop. You’ll learn strength and balance exercises and how to
keep doing the exercises. Learn from local experts about the impact of medication and vision
on your risk of falls and about mobility in your community, how to do a home assessment, safe
footwear, and improving your sleep. You’ll get the support you need to take charge of your life.
To register or receive more information, [CONTACT INFO]
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Example of Personal Interest Story
Classes teach how to prevent falls
JEN ZETTEL/Daily Times
Dorothy Mekelburg 2
Dorothy Mekelburg, an 83-year-old Watertown resident, demonstrates a strengthening exercise she learned at a
Stepping On class offered at Marquardt Village in the spring. Mekelburg puts a 5-pound weight around her ankle,
lifts her leg, and holds it in the air for five seconds.
Posted: Wednesday, August 8, 2012
By: Jen Zettel | [email protected] | Watertown Daily Times
When 83-year-old Dorothy Mekelburg walked up to a curb, she had to coax herself to take the
step, fearing she wouldn’t make it.
“I felt a little shaky when I would come to a curb,” Mekelburg said. “I would have to talk to
myself and tell myself I could do it.”
To confront her fears, Mekelburg took a class called Stepping On. In the past year, the class has
been offered throughout Dodge and Jefferson counties as a way for older adults to gain
strength and prevent falls.
Mekelburg attended the Stepping On session offered this spring at Marquardt Village, where
she lives in an apartment.
During the weekly meetings, Mekelburg said the participants learned how to get into and out of
a car or go up and down stairs if they have a bad hip, for instance. They also learned how to get
up from the floor if a fall happens and they don’t have someone to assist them. A pharmacist
even spoke about reviewing medications to see if any would make them more likely to fall.
Additionally, the participants were given daily exercises. Three days per week Mekelburg does a
strengthening workout, and every day she does a workout to improve her balance so she
doesn’t “feel so tippy,” she said.
Mekelburg had fallen once before she took the class, and although she did not suffer serious
injury, she decided one fall was enough.
“I thought, ‘Well, you better do some preventive work,’” Mekelburg said.
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Among people 65 and older in Wisconsin, falls are the leading cause of accidental death, having
surpassed motor vehicle accidents, according to a study released by the Wisconsin Department
of Health Services in 2010.
The number of people who visited an emergency room in 2008 for fall-related injuries totaled
540 in Dodge County and 477 in Jefferson County. Of those, 273 and 231 people had to be
hospitalized in Dodge and Jefferson counties, respectively.
Statewide, falls rack up an $800 million yearly bill for emergency room visits and
hospitalization, with Medicare covering 93 percent of costs in those 65 and older.
After a fall, many people recover in nursing facilities, with 40 percent of those admitted in 2007
having suffered a fall in the previous 30 days, according to the Department of Health Services.
One out of 10 patients admitted to a nursing facility for rehab after a fall in 2007 required a
long-term stay, while nearly three-quarters stayed less than 100 days.
Kris Schefft, a Stepping On leader with the Dodge County Aging and Disability Resource Center,
said acting before a fall happens is easier than recuperating from the injuries.
“It’s more important to learn how to avoid the hazards than to recover afterward,” Schefft said.
Falls also affect a person’s psyche, causing them to be more cautious. For most people caution
means limiting the amount of exercise they get and staying at home, which could actually make
them more likely to fall, said Lee Clay, a faith nurse coordinator for Fort HealthCare.
“If someone is afraid to fall or has fallen, it’s going to affect every part of their daily living,” Clay
said.
Stepping On is one of three initiatives recommended by the Department of Health Service to
reduce a person’s risk of falling. The others include the Otago Exercise Program and Sure Step,
which are tailored to the individual and require a nurse, physical therapist or occupational
therapist to lead one-on-one sessions.
Stepping On is offered as a class for eight to 15 adults. It includes one meeting each week over
the course of seven weeks, during which time professionals such as physical therapists and
pharmacists give presentations. To take the class, people must be 65 or older. They may require
the assistance of a cane or walker but cannot be in a wheelchair.
Clay leads classes throughout Jefferson County at churches and in secular spaces. For many
people, falling is synonymous with aging, Clay said. In fact, it was a belief of hers, until she saw
the evidence based class in action. Stepping On has been proven to reduce falls by 31 percent.
“I used to think falling was part of aging, but it’s not,” Clay said. “A lot of it is we lose our sense
of balance if that mechanism in our brain is not exercised.”
Stepping On classes will be offered this fall at Marquardt Village, Lake Mills Moravian Church,
St. Joseph’s Catholic Church in Fort Atkinson and Stone Terrace in Beaver Dam. For more
information, contact Anne Roberson at Marquardt Village, Lee Clay at Fort HealthCare or Kris
Schefft at the Dodge County Aging and Disability Resource Office.
© 2012 Watertown Daily Times Online . All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
permission from the Watertown Daily Mail
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Used with