California Department of Health Care Services (DHCS) Medicated Assisted Treatment (MAT) Expansion Project “MAT 2.0”
Goal(s) of the Campaign: Provide targeted exposure to, and create interest in access to treatment of opioid use disorders (OUD) in California.
Target Population: Californian’s, Ages 18+
Dates: April – September 2019
Media Budget: $8,000,000.00
The Challenge: Media Solutions was awarded the contract through DHCS for the MAT Expansion Program with a team that could create an easily accessible website for people to get more information on MAT and a link to help in their area, in their language and a media plan to get them there.
Media Campaign Strategy: To develop and implement a statewide media campaign that will create awareness of the MAT programs available throughout the state of California. To reach people in their communities, in their language, and direct them to the website for more information and direction to a MAT provider in their area.
The Media Plan Specifics: Radio in 12 markets, Newsprint in 11 hard to reach communities, Television in eight markets, Out of Home in four markets, and Digital (including OTT and pre-roll video) statewide. Advertisements for this campaign were in English and Spanish.
How Communication Goals Were Reached: We provided ongoing reporting throughout the campaign using a variety of research sources and software tools to thoroughly analyze the effectiveness of the campaign. Throughout the six month campaign, we made sure that the schedules we negotiated and purchased delivered at or above expectations, to ensure there are no surprises when we develop the final report at the end of the campaign.
By completion, the campaign website averaged over 6,000 visitors and 12,000 page views per week. Most telling, however, was the number of people who expressly connected to care:
30,500 used the care locator
28,400 interacted with a specific location provider result
4,500 used a website link to the care provider
2,600 made a phone call to the provider
1,300 got driving directions to the provider (over 22% of visitors)
There were 2,199 opioid deaths in the state of California in 2017. Which represents 5.3 deaths per 100,000 people in the state. The six-month campaign empowered over 135,000 individuals to learn about OUD and take steps towards recovery with proven treatment options.