Community Outreach
Studies and Initiatives
Influences of Direct Mail Social Marketing on Parent Self-Referrals to Early Childhood Intervention Programs
The purpose of this study is to ascertain the effects of a direct mailing
campaign on parent self referrals to early intervention and family support programs.
A series of three mailings were sent to all households including a preschool aged
child in a six county area served by the Family, Infant and Preschool Program (FIPP).
Each mailing had a different message about the characteristics of the early intervention
program and the benefits that could be realized by participation in the program. Two
multiple baseline design studies across geographic areas were used to assess the effects
of the mailings on increasing referrals to and requests for information about FIPP.
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The purpose of this study is to assess the extent to which marketing early
childhood intervention in paradigmatic terms consistent with physician and health
care providers "world views" influences referral rates and patterns. The
intervention is based on research indicating that health care providers are more
likely to make referrals to other professionals and organizations that have shared
paradigms for conceptualizing child needs and methods best suited for meeting these needs.
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This study is using a consumer loyalty model and framework for developing messages to
increase referrals to early childhood intervention programs by physicians and other medical
professionals. Different messages are being evaluated in terms of their benefits to physicians'
patients, and how early childhood intervention programs can contribute to those benefits.
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