Download Stepping On Marketing Toolkit - Wisconsin Institute for Healthy Aging

Stepping On
Marketing Kit
Successfully Promote and Fill Your Workshops
www.wihealthyaging.org
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
2
Table of Contents
Introduction
5
Filling Your Workshop: Getting Started
6-9
Recruiting Participants: The Basics
6-7
Ideas for Recruiting Participants
8-9
Face-to-Face Presentations
10-12
“Elevator Speeches”
10
Sample Elevator Speeches
10-11
Creating a Person-to-Person Referral Program
“Tell a Friend” Postcard
13-15
13-14
“Tell a Friend” Letter
14
Getting a Picture or Testimonial
14
Volunteer Ambassadors
14
Wristbands
15
Engaging Health Care Providers
16-19
Marketing in the Media
20-22
Using a Public Service Announcement (PSA)
Submitting a Media Release
20
20-22
Submitting Notices for a Community Calendar
Appendix A: Face-to-Face Presentations
22
24-35
(1)
“Selling” Stepping On Presentation for
Past Participant or Leader
25-26
(2)
Short “Announcement Presentation”
27-28
(3)
Stepping On Fact Sheet
29
(4)
Stepping On Brochure
30-31
(5)
Case for Support: Statistics on Falls
3
32
(6)
Sample Ticket for Workshop Registration
33
(7)
Stepping On Interest Sheet
34
(8)
Photo Release Form
35
Appendix B: Creating a Person-to-Person Referral Program
36-39
(1)
Share Your Story: Participant Testimonial
37
(2)
Sample “Tell a Friend” Letter
38
(3)
Sample Recruitment Letter from
Community Leader
39
Appendix C: Engaging Health Care Providers
40-51
(1)
Sample Informational Letter to Health Care
Providers
41
(2)
Key Talking Points for Health Care Providers:
“The Three C’s” – Cost, Convenience, and Credibility
42
(3)
Case for Support: Health Care Providers
43-44
(4)
Program Brief for Health Care Providers
45
(5)
Sample Program Cover Letter to Health Care
Provider
46
(6)
Sample Participant Letter to Health Care
Provider
47
(7)
Sample Provider Recommendation Form
48
(8)
Sample Prescription Pad Recommendation Form
49
(9)
Sample Letter to Pharmacists
50
(10) Sample Letter to Physical Therapist
51
Appendix D: Marketing in the Media
52-59
(1)
Sample Newsletter Article
53
(2)
Sample Media Release
54
(3)
Sample PSA
55
(4)
Sample Community Calendar Notices
56
(5)
Example of Personal Interest Story
4
57-59
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.
5
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-toface 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
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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, and
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.
7
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-2]

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. [Appendices A-1 and A-2]

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). [Appendices A-1 and A-2]

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-2]
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-5]
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. [Appendices C9 and C-4]

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. [Appendices C-10 and C-4]

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-3] 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.
8
“Impersonal” Marketing Channels = Least Effective

Contact local agencies that put out a community newsletter (e.g. a quarterly hospital
newsletter, ADRC monthly 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-1]

Include an announcement in your sponsoring organization’s publications, as well as
community newspapers [Appendix D-1], radio [Appendix D-3], senior magazines, etc.

Put up flyers on community boards in activity centers, senior centers, fitness
centers, wellness centers, and health food or product centers. [Appendix A-3]

Ask local grocery stores to put Stepping On flyers in grocery bags during a
designated time period before an upcoming workshop. [Appendix A-4]

Send an email to your entire organization and partner organization to get the word
out about an upcoming workshop.
9
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-1]. In
addition to the Stepping On Fact Sheet [Appendix A-3], also see Case for Support: Statistics
of Falls [Appendix A-5] 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.
Developing an elevator speech:
http://www.philanthropyjournal.org/resources/marketingcommunications/developingelevator-speech
Sample for Potential Participants
-Stepping On is a free seven-week workshop to help people remain independent, increase
confidence and prevent falls. It’s important because:
-One out of every three adults age 65+ falls every year; more than one-third of those who
fall become less active.
-Falls-related injuries are the leading cause of death in Wisconsin – higher than car
accidents.
-Falls are not a normal part of aging. They can be prevented.
-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.
-(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. ].
10
-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].
Note: This could be used in combination with material handouts, like a brochure, flyer, or
poster.
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:
- One out of three adults age 65 and over falls each year.
- Among older adults 65 or older, fall-related injuries are the leading cause of death,
now exceeding car accidents.
- Approximately 40% of people admitted to a nursing home had a fall in the 30 days
prior to admission.
- 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.
- 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,” (what you want the listener to do) —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 or patients?”
“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
11
center bingo or other program, meal sites). You can adapt the presentation depending on
how long you have to speak.
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-1 can help you prepare your presentation.
12
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.
13
 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-6]
“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-2]
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 A8.]
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-1]
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.
14
Wristbands
To give to completers of your workshop. Wristbands have “I’M STEPPING ON” on one
side, and “www.wihealthyaging.org” on the other. Ask participants to wear the wristband
at least three times in public places so that when asked about them, they can help promote
the workshops.
Wristbands also serve as a good reminder for participants to walk heel to toe, regularly do
their exercises and follow the other tips they learned in the workshop!
To obtain wristbands for your workshops, contact WIHA at [email protected] or
(608) 243-5690.
15
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?
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.
- Face-to-face?
- Internal media system on local network?
- Handouts?
16
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.
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-1]. 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-6]
with a cover letter that explains the program. [Appendix C-5] 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.
- Phone or drop-in to request an appointment.
- Meet providers at their convenience.
- Ask to schedule a short meeting for a presentation with your contacts (e.g.,
during lunch break, over breakfast).
- Ask to conduct a presentation at one of their meetings or conferences (e.g.,
Nurse Practitioners’ monthly meeting).

Be flexible in your approach.
- 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.
- Have research on program facts and efficacy readily available.
- Be prepared to offer ways the provider can easily recommend the program
(e.g., prescription pad, recommendation forms, brochures)

Track outreach contacts.
- Combine in-person visits with repeated follow-up (e.g., more brochures and
flyers, phone calls, email, letters).
18
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.
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 frequent
recommendations.
19
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.
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.
20
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:
 Personality Profile: Identify a local leader who is passionate about the
workshop and has experienced benefits firsthand.
 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.
 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.
8. Once the article runs, share it through your community channels and with your
community partners. [Appendix D-5]
9. Send the reporters thank-you emails. This will give you an opportunity to include
additional information that may be helpful for them 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.
21
 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 event
Location
Address






[See Samples in Appendix D-4.]
22
City and ZIP code
Phone number
Website
Cost
How people can register
Brief description of the workshop
Appendices
23
Appendix A:
Face-to-Face Presentations
24
“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.
 Who are the people I am talking to?
 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)
 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:
 How many of you have fallen or have had a very close call?
 How many of you know someone who has had a fall?
 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.
 Describe your initial experience with a fall (either your own or
someone you know).
 Describe the challenges and changes you (or someone you know)
experienced as result of the fall.
 Describe the emotions you or the other individual experienced,
especially when thinking about the possibility of another fall.
 Explain how you heard about Stepping On.
 Explain why you were interested in taking (or leading or are
otherwise involved in) the workshop.
 Describe the benefits and how they impacted your life.
4. Give an overview of Stepping On.
 Target Audience
 For people who have had a fall in the past year or are fearful of falling,
living at home, and not suffering from dementia.
25
 Logistics
 Meets for two hours a week for seven weeks.
 Led by a health care or aging professional and lay leader.
 Is interactive and highly participative—not lectures.
 Includes local guest experts who assist by providing information on
exercise, vision, safety, and medications.
 Topics Covered
 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.
 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-6] 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.

26
Presentation for Meal Sites and Other Locations for
Stepping On



I’m here to tell you about an exciting new program we’re starting in _____ County.
It’s a workshop called STEPPING ON and it is research-tested from the University of
Wisconsin to prevent falls in older adults.
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…
 1 out of every 3 adults age 65 and over falls EVERY year…
 Injuries from falls are the #1 cause of death in Wisconsin for people of all ages—it’s a
higher number than car accidents!
 40% of people who enter a nursing home had a fall in the 30 days before they entered
the nursing home…
 35% of people who fall become less active….
˃ ˃ BUT did you also know that:
 Falls are NOT a normal part of aging.
 Falls can be prevented.
 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:
 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:
 A physical therapist.
 A pharmacist.
 A vision specialist.
 A community mobility expert.
27
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:
 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
 Falls are so common, yet they are not a normal part of aging. You CAN learn to prevent
them.
 They can cause great injury.
 They can shake your confidence.
 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.
 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.
28
Fact Sheet
What is the Stepping On Falls Prevention Program?
WIHA recommends downloading this document directly from WIHA’s Website for better
resolution. www.wihealthyaging.org
29
WIHA recommends downloading this brochure directly from WIHA’s Website for better resolution and layout. www.wihealthyaging.o rg
Why Should I be Concerned
about Falling?
Falling is very common; it can result in
injury and can shake your confidence.
The threat of falling can be a barrier to
safely doing all the things you want to
do at home and in the community.
That’s why preventing falls is critical to
maintaining independence.
For a workshop schedule, visit the
Wisconsin Institute for Healthy
Aging - wihealthyaging.org - or call
1-800-333-1380, (then press 2).
Building confidence,
reducing falls
Did you know?




More than one-third of people age
65 or older fall each year.
Falls are the leading cause of injury
and hospitalization for trauma and
death among older adults.
35% of people who fall become
less active.
40% of people who enter a nursing
home had a fall in the prior 30
days.
Stepping On
Join this 7-week workshop where
you’ll learn exercises and strategies
to help prevent you from falling.
1414 MacArthur Rd, Suite B
Madison, WI 53714
(608) 243-5690
[email protected]
wihealthyaging.org
30
What is Stepping On?
Stepping On is a program that has
been researched and proven to reduce
falls in older people.
It consists of a workshop that meets
for two hours a week for seven weeks.
Workshops are led by a health
professional and a peer leader –
someone who, just like you, is
concerned about falls. In addition,
local guest experts provide information
on exercise, vision, safety, and
medications.
Topics include:






Simple and fun balance and
strength training
The role vision plays in keeping
your balance
How medications can contribute to
falls
Ways to keep from falling when
out in your community
What to look for in safe footwear
How to eliminate falls hazards
from your home
Here’s what some workshop
participants have to say:
“When I’m walking I still think, ‘lift your
feet, walk heel-to-toe.’ I have stopped
falling outside! It has made me more
aware of the way I walk.”
“Not only did we learn some things
about preventing falls, but we had a
good time doing it. It was really fun.”
Is this workshop for you?
Stepping On is designed specifically for
anyone who:





Is 65 or older
Has had a fall in the past year
Is fearful of falling
Lives at home
Does not have dementia
31
Registration Information
Case for Support: Statistics on Falls
One of three 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 inpatient 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
32
Sample “Ticket” for Workshop Registration
Congratulations!
You have reserved a seat for the upcoming
Stepping On workshop.
Dates:
Time:
Location:
See you there!
[AGENCY CONTACT INFO]
Congratulations!
You have reserved a seat for the upcoming
Stepping On workshop.
Dates:
Time:
Location:
See you there!
[AGENCY CONTACT INFO]
33
Stepping On Interest Sheet
[Workshop Dates, Times, & Location]
Name
Phone Number and/or
Email
34
Check to
register
Check for
more
information
Photo Release Form
Stepping On
I, ______________________________ , hereby give permission to
[insert name of Agency] to use my name and/or photographic
likeness in all forms and media for advertising Stepping On.
Signature: _________________________________
Date: _____________________________________
Photo Release Form
Stepping On
I, ______________________________ , hereby give permission to
[insert name of agency] to use my name and/or photographic
likeness in all forms and media for advertising Stepping On.
Signature: _________________________________
Date: _____________________________________
35
Appendix B:
Creating a Person-to-Person
Referral Program
36
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?
37
Sample “Tell a Friend” Letter
[USE EITHER YOUR AGENCY LETTERHEAD OR STEPPING ON
LETTERHEAD]
[DATE]
[NAME]
[ADDRESS]
[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:
 [Has a low registration fee of $XX. Scholarships are available.] OR [Has free
registration!]
 Is held for 2 hours each week for seven weeks.
 Is offered in a convenient location.
 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)]
38
Sample Recruitment Letter From Community Leader
[DATE]
[NAME]
[ADDRESS]
[CITY, STATE ZIP]
Dear [NAME]:
On behalf of [community group, church, organization, club, etc.], 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)]
39
Appendix C:
Engaging Health Care Providers
40
Sample Informational Letter to Health Care Providers
[DATE]
[NAME]
[AGENCY]
[ADDRESS]
[CITY, STATE ZIP]
Dear [NAME OF CLINIC/PROVIDER]:
I am a [NAME OF POSITION] 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 [SPONSORING AGENCY] in coordination
with the Wisconsin Institute for Healthy Aging. 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 three 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 especially important since falls-related injuries are now the most
common cause of death in Wisconsin—exceeding car accidents. Research has shown that at the end of the
seven-week workshop participants have more confidence and ultimately have fewer falls.
Would you consider recommending the Stepping On program to patients? Providing support for selfmanagement 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.wihealthyaging.org. Please contact me with any questions at [CONTACT INFO].
Thank you,
[NAME]
INCLUDE BROCHURES
41
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:



Free or low-cost for participants.
Only asking the provider to recommend the program to their patients. There are no
direct costs to their healthcare organization.
NOT a commercial or for-profit service.
Convenience:




Convenient location in the community that is easily accessible for participants.
(Share where your workshops are held.)
Convenient time of day.
Again, free or low-cost for participants.
Does not conflict with existing programs or treatment.
Credibility:


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.
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.
42
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 three 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 Wisconsin, 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 fallrelated 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.dhs.wisconsin.gov/health/InjuryPrevention/pdffiles/FINAL_BOF_080210.pdf
http://www.cdc.gov/homeandrecreationalsafety/Falls/adultfalls.html
43
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:
 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 smallgroup 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 communityresiding 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.
44
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, 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 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:


Had fewer falls
Had fewer falls-related emergency department visits and hospitalizations.
For more information about Stepping On, visit www.wihealthyaging.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
45
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 Wisconsin we have partnered with the Wisconsin Institute for Healthy Aging to make the
workshops more widely available in our community. You can visit www.wihealthyaging.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]
[AGENCY]
[NUMBER]
46
Sample Participant Letter to Health Care Provider
[AGENCY LETTERHEAD]
_____________________________________________________________________________________
[AGENCY]
[AGENCY ADDRESS]
[AGENCY CONTACT INFORMATION]
Stepping On Falls Prevention Workshop
Date: ____________________________
Dear _____________________________________:
I participated in the Stepping On Falls Prevention Workshop on
_________________________________________ at _________________________________________.
(DATES 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
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Sample Provider Recommendation Form
Recommendation to Stepping On
FAX TO: [CONTACT NAME] [FAX NUMBER]
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
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Sample Prescription Pad Recommendation Form
for Stepping On
Congratulations on your decision to
reduce your risk of falls!
To begin, I recommend you register for:
Stepping On
A seven-week workshop to help you
learn and practice skills to reduce your risk of falls.
Today’s Date: __________________________
Patient’s Name: ___________________________________________
___________________________________________
Health Care Provider Signature
For a listing of available workshops
in your area, please call the
[Sponsoring Agency]
at [XXX-XXX-XXXX] or visit
www.wihealthyaging.org
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Sample Letter to Pharmacists
Dear Pharmacist ________:
Our county aging department 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:


1 out of every 3 adults age 65 and over falls EVERY year
Injuries from falls are the #1 cause of death in Wisconsin for people of all ages – it’s a
higher number than car accidents.
 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:
 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 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.
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: XXX-XXX-XXXX. Thanks so much.
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Sample Letter to Physical Therapists
Dear Physical Therapist Name:
As you know, our county aging department 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:


1 out of every 3 adults age 65 and over falls EVERY year
Injuries from falls are the #1 cause of death in Wisconsin for people of all ages – it’s a
higher number than car accidents.
 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:
 Simple and fun balance and strength exercises, taught by a physical therapist, 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 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.
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 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: XXX-XXX-XXXX. Thanks so much.
51
Appendix D:
Marketing in the Media
52
Sample Newsletter Article
Contact Information:
[NAME]
[AGENCY]
[ADDRESS]
[CITY, STATE ZIP]
[PHONE]
[E-MAIL]
FOR IMMEDIATE RELEASE: [DATE]
STEPPING ON Workshops Help [CITY/COUNTY] Residents Prevent Falls
Sessions help older adults gain confidence and reduce falls
[CITY], WI—One in every three 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/COUNTY], 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 and another is a peer leader who
has already taken the workshop.
[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].
Stepping On was created at the University of Sydney and was brought to the U.S. and Americanized by a
University of Wisconsin geriatric physician and falls expert. It is supported by the Wisconsin Institute for
Healthy Aging. The state’s goal is to reduce falls and put healthy options within reach for all
Wisconsinites, and offering these self-management workshops is one way to ensure that older adults have
the support they need to remain independent and healthy.
For information on workshops in your area, visit www.wihealthyaging.org or call [phone number].
# # #
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Sample Media Release
Contact Information:
[NAME]
[AGENCY]
[ADDRESS]
[CITY, STATE ZIP]
[PHONE]
[E-MAIL]
FOR IMMEDIATE RELEASE: [DATE]
[CITY], WI – [SPONSORING AGENCY] will be offering a Stepping On Workshop series beginning
[DATE] at [LOCATION].
Stepping On is a seven-week workshop program for independent community-dwelling older adults who
have fallen, are at risk of falling or who have a fear of falling. One in three adults age 65 and over fall
each year and the physical, financial and emotional costs can be devastating. But falls are not a normal
part of the aging process and can be prevented.
During the workshop, participants receive support from trained leaders and other workshop participants,
learn and practice strength and balance exercises and learn how medications, vision, safe footwear and
home modifications can affect their risk of falls.
The goal is to help people better manage their own risk of falls and take steps on their own to prevent
falls.
[“Participants also benefit from meeting other people with similar concerns, learning about the steps they
can take to reduce their risk of falls and benefit from each other’s experiences,” said LOCAL LEADER].
Past participants report much increased confidence in the steps they have taken and will continue to
practice to reduce their risk of falls.
To register or for more information for the upcoming Stepping On workshop, contact [AGENCY
CONTACT INFORMATION].
# # #
54
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.wihealthyaging.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].
55
Sample Notices for a Community Calendar
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 three 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.wihealthyaging.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 informatio n, [CONTACT
INFO]
56
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
57
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.
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 longterm 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.
58
“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.
Used with permission from the Watertown Daily Times.
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