New York State Health Foundation

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Launch of the Diabetes Social Marketing Campaign

With diabetes patients receiving only 45% of recommended clinical care based on national guidelines for screening, diagnosis, treatment, and follow-up, NYSHealth’s Diabetes Campaign launched a statewide social marketing initiative in November 2009. The “Half the Care” campaign urges physicians to provide more comprehensive care to their patients with diabetes.

The “Half the Care” campaign features images of doctors split in half to dramatize the fact that patients receive half the care they need, and promotes a rallying message that “We can do better.” Print and Web-based banner ads are running in professional medical publications, including the Journal of the American Medical Association and the New England Journal of Medicine, and on popular medical Web sites, reaching a subscriber base of more than 1.5 million. Educational materials are also being distributed directly to more than 11,000 physicians across New York State. Doctors and other health care providers can access resources and tools on a dedicated Web site, The “Half the Care” campaign has been covered in national, consumer, and trade media outlets, including Reuters, Crain’s Health Pulse, and The Bronx Times.