The National Eye Institute (NEI)
NEI selected Macro to develop a communications plan to enhance awareness and educate high-risk African-Americans about glaucoma and, specifically, about a new glaucoma-related Medicare benefit. To effectively reach this population, we conducted a communications audit using Mediamark Research data. With this data, we were able to determine the target audience's media usage patterns, health care patterns, key communications vehicles, and key designated market areas. We also were able to develop specific marketing strategies and approaches, products, and focus group selection, which ultimately drove project decisions.

Evaluation of Tailored Communication Activities of the National Diabetes Education Program (NDEP) Partnership Network
Macro evaluated NDEP's Tailored Communication Activities to determine how effective partnership network communications activities were for special populations. Over the 3 years of this project, our activities included engaging stakeholders and developing an evaluation approach and plan (including a logic model), developing evaluation questions and measures, collecting data and analysis plans, developing and clearing all other instruments, and administering and analyzing knowledge, attitude, belief, and reported behavior measures.

Healthy Vision Month 2004
Macro developed the communications and outreach plan for Healthy Vision Month 2004, educating the public about diabetes, eye health, and the importance of dilated eye exams. We recognized that the target audience for this effort—people with diabetes—was quite diverse. To reach this population, we examined scientific data about diabetes as well as information about the target population. We were able to make recommendations for reaching the target population as well as targeting communications strategies to hard-to-reach populations with the highest risk for diabetes.