Established by The Endocrine Society in 1997, the Hormone Health Network is the leading national patient education resource on endocrine-related disorders. Its mission is to help patients have more informed discussions with their health care providers about hormones and health, disease and treatment.

Hormone Health Network’s Menopause Map™ empowers women to manage menopause

CASE STUDY

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The Hormone Health Network wanted to help women gain the confidence to start conversations about menopause with their health care provider. To become better informed about the changes occurring in their bodies, and to maintain their health at menopause and beyond, women need and are eager for effective tools and strategies to help.

The Network, recognizing these needs, partnered with the Red Hot Mamas® (redhotmamas.org), a peer-to-peer support organization and the largest menopause education group in North America, to elevate its mission to reach women. Hormone Health Network also identified a need for professional resources, including tools for providers to use when discussing menopause with their patients.

Project overview

THE GOALS:

+ Help women gain confidence to speak candidly with their health care providers about menopausal symptoms

+ Educate and inform women about menopause

+ Provide effective strategies and tools to help manage menopause

+ Reach women through everyday social communication vehicles like Twitter and Facebook

+ Bring levity to the sometimes-frustrating symptoms of menopause through a refreshing, amusing campaign tone

+ Arm providers with effective menopause resources

CASE STUDY

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Because of its unique blend of consumer health expertise and health content, The Hormone Health Network approached StayWell to collaborate on a strategy that would offer women the knowledge, support and empowerment they need to take charge of this new path in life’s journey.

They knew the experience needed to be engaging and multi-pronged: from an online experience, to a digital magazine, to video, to live consumer and health care provider events. Above all, it needed to support healthy conversations between health care providers and their patients.

The challenge OUR APPROACH

+ Collaborate for success: Combine The Endocrine Society’s deep subject matter expertise with StayWell’s consumer health expertise for a winning partnership

+ Meet to understand the client’s project vision and their definition of success

+ Form a strategy that exceeds expectations with its attention to women’s greatest menopause needs

+ Assemble an ace team to focus on great content, flawless execution, and solid creative

+ Measure the results, and celebrate the launch of an amazing campaign

Nearly 50% of all women will be menopausal by 2015. Many women sometimes feel embarrassed about discussing their symptoms with their provider and aren’t sure how to initiate a conversation with their provider about their symptoms. The Menopause Map™ fills a void because it combines menopause education, peer to peer support, and shared-decision making tools for providers and patients all in one tool.” –Cheretta Clerkley, Director, Hormone Health Network

CASE STUDY

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The Hormone Health Network unveiled its new interactive online tool for women in June 2014: the Menopause Map™, a one-stop-shop for all things menopause. The solution spans each stage of menopause, with comprehensive resources for women to address specific symptoms and receive emotional support along the way. Women are empowered to understand the stages, symptoms and treatment options that best suit their unique needs.

Launch day introduced the Menopause Map™ interactive online experience, and a digital magazine featuring audio, video, worksheets, calculators, and more. The digital toolkit section of the site featured quick-start ideas on how providers could use the Menopause Map™ resource with patients, as well as a conversation starter on how to initiate dialogue about menopause.

The solution

We’ve received a lot of feedback about how women feel like they don’t have to suffer in silence—and that is what we want to accomplish with this tool—helping women and health care professionals talk about what’s happening so that women can find the right treatment options for them.” –Cheretta Clerkley, Director, Hormone Health Network

CASE STUDY

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DEVELOPED RESOURCES INCLUDE:

+ Menopause Map™ website

+ Digital magazine, Menopause Map™—My Personal Path

+ Videos

+ Worksheets

+ Calculators

+ Provider search tool

+ Provider questions worksheets

+ Medication trackers

+ Symptom trackers

+ Companion toolkit for providers, including a microsite, on-demand handouts, worksheets and relevant links for more information

+ Women received promotional messages via everyday social media channels like Twitter and Facebook, popular health blogs, and their physicians and patient support groups, such as the Red Hot Mamas®.

+ Messaging encouraged women to visit the Menopause Map™ site.

+ On the site, women started by answering a series of questions—like their age and menopause symptoms.

+ The site then drove them to stage-appropriate resources to help.

+ Plus, they could take advantage of a personalized, printable guide to take to their provider to facilitate a meaningful dialogue about their menopause journey.

+ Both a digital and print magazine offered further information and support.

+ Additional digital features also included videos, worksheets, calculators, a medication tracker, a symptom tracker, questions for health care providers, and links to other great resources.

+ Underpinning these resources was the companion toolkit for healthcare providers—a microsite with conversation starters, print-on-demand handouts and worksheets, and links to the Menopause Map™.

How it worked

Make it fun. Make it social.These great, newly developed resources called for an equally great promotional campaign to ensure women gained awareness of the Menopause Map™.

A mix of traditional public relations activities, along with fun, creative, awareness-building tactics, included outreach to journalists and bloggers; articles; social tactics like playful, shareable Twitter and Facebook graphics; an animated Menopause Map™ video and an innovative tradeshow strategy that kicked off the program in style.

gelatofree

Healthy Foods with Calcium and Vitamin D Getting enough calcium and vitamin D is especially important as you go through menopause because the risks of bone loss and osteoporosis increase during this stage.

Calcium

Here are the recommendations for calcium intake:

• Premenopausal women ages 25-50: 1,000-1,200 mg/day

• Postmenopausal women younger than age 65 and using estrogen therapy: 1,000-1,200 mg/day

• Postmenopausal women younger than age 65 and not using estrogen therapy: 1,500mg/day

• All women older than age 65: 1,500 mg/day (the milk, yogurt, and cheese group of the U.S. Department of Agriculture’s Food Guide Pyramid recommends 2-3 servings of dairy per day.)

Getting enough calcium is critically important for keeping bones healthy. But it’s every bit as important to take steps to ensure that your body is absorbing calcium and other nutrients properly. By avoiding or keeping the following to a minimum, you go along way toward helping your body do just that:

• Soft drinks

• High fiber diets

• Coffee/caffeine

• Excessive intake of oxalic acid (found in spinach and some other greens)

• Excessive intake of phytates (a type of fiber found in wheat bran and some other grains)

• Excessive amounts of fats

• Sugar

• Salt

• Alcohol

• Smoking

Menopause Map™

MY PERSONAL PATH

1 © 2014 Hormone Health Network and Krames Staywell. All rights reserved. hormone.org

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Results

Since launching in June 2014, Menopause Map™—My Personal Path has received 75,981 page views and social media reach of 142,208

The monthly e-newsletter has an average open rate of 35% and average click rate of 12%, well above the national average for nonprofit health emails (average 22.9% open rate, 6.5% click rate— source: Constant Contact)

+ I have a better understanding of menopause and the factors that affect it: 62% strongly agree

+ I understand the symptoms of menopause: 52% strongly agree

+ I understand the health risks of menopause and how to reduce those risks: 83% strongly agree

+ How likely are you to refer this tool to someone you know? 70% very likely

Results have exceeded Hormone Health Network’s expectations, including receiving such accolades as the 2015 National Information Award—Silver. Most important, Hormone Health Network realized the tremendous positive impact it can have on a population’s health with this kind of thoughtful, targeted campaign. The organization is empowered to continue introducing this kind of fresh thinking to better serve its constituents in other health areas core to its mission.

A winning solution

We were delighted the Hormone Health Network’s valuable consumer resources were selected as winners in the 2014 Web Health Awards competition. The award validates the Network’s important work providing the latest information on treatment advances and scientific findings to consumers in an understandable format.”—Susan Kirk, MD, Associate Professor at the University of Virginia; member, Hormone Health Network advisory committee

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Being Active and Healthy DuringMenopauseDon’t let the symptoms of menopause get you down. This stage of life can be healthyand productive. The key is to get active. If you didn’t exercise regularly before, it’s timeto start. If you’ve been working out consistently, keep up the good work.View Infographic...

Managing weightMenopausal women often experienceweight gain, possibly because ofdeclining estrogen levels. Raising youractivity helps you manage your weight.Read more...

Reducing disease riskIf you’re physically active, you’re lesslikely to suffer from coronary heartdisease, obesity, high blood pressure,diabetes, and osteoporosis.Read more...

The campaign enjoyed overwhelmingly positive survey responses from Menopause Map™—My Personal Path readers:

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The Menopause Map™ social media effort during its peak campaign month for National Menopause Awareness Month resulted in more than 13,000 engagements with a reach exceeding 140,000 consumers on Facebook and Twitter. Media coverage by well-respected media outlets, bloggers, and menopause experts followed. Medscape, Science Daily, Endocrine Today, and midlife blog Friend for the Ride were among the outlets that covered the launch, and outlets such as Lifescript and The Marshfield News Herald have highlighted the resource.

A winning partnership

On behalf of the Hormone Health Network Team I want to send a special thank you to the entire StayWell team. You helped us bring the vision to life in such a short amount of time, and we couldn’t be happier with the final project. It’s truly a pleasure working with you all. We share this award with you, because we could not have received top honors without all the hard work and effort you have put forth. This was truly a team effort!” —Cheretta Clerkley, Director, Hormone Health Network

CASE STUDY

About StayWellStayWell is a health engagement company that helps its clients engage and educate people to improve health and business results. StayWell brings decades of experience working across the health care industry to design solutions that address our clients’ evolving needs. We fuse expertise in health engagement and the science of behavior change with an integrated portfolio of solutions and robust content assets. Our customizable programs and solutions are proven to effectively engage people to make positive health care decisions—across even the most challenging populations. For more information about Menopause Map and other StayWell krames products, call 800-920-0870 or visit kramesstore.com. Learn more, visit staywell.com

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