Farmers’ Market Strategies for Cardiovascular Marketers

October 5, 2012

Local farmers just may be the perfect partners for promoting heart-healthy eating.

Those of you who know me personally are aware of my Saturday morning ritual – a class at the gym followed by a trip to my favorite farmers’ market. If I miss a week, I’m genuinely cranky. We talk a lot about farm-fresh food here in our agency. My colleague, Andrea, actually manages a farmers’ market on the weekends. We all get excited when she brings us samples of luscious eggplant and crunchy kale. Some of our other colleagues probably get sick of our constant exchange of recipes and incessant chatter over lunch, cajoling people to try our latest concoction. But, it’s what we do.

And increasingly, it’s what hospitals are doing to promote healthy eating. At the most basic level, hospitals and heart institutes are “sponsoring” fruits and veggies with branded labels. Some are hosting markets on site, encouraging community members and patients to participate. I think it’s a brilliant strategy with a lot of potential.

Apparently others agree. HealthLeaders published an article this week highlighting four ways to maximize a farmers’ market program:

  1. Improve disease management – Saint Anne’s hospital in Fall River, MA, “prescribes” fruits and vegetables to at-risk patients, including heart patients. They can fill a basket for free at the hospital’s weekly farmers’ market. In order to participate, patients also must work with a hospital dietician and visit their doctor each month. Patients’ family members get to participate as well to encourage healthy eating for the entire household.
  2. Conduct on-site health screenings for things like blood pressure, BMI, etc. Ohio’s Parma Hospital hosts screenings at its on-site market, but you could sure do this as a sponsor of a community market too. And it’s a great way to make connections with new patients and to gather information for future communications efforts.
  3. Introduce population health initiatives.  Baptist Hospital – DeSoto in Mississippi hosted a one-off farmers’ market that attracted more than 500 people. They said it built a great sense of community among both patients and farmers. And they have plans to extend the program into a 12-week, larger scale initiative.
  4. Emphasize the importance of healthy eating and give people an easy way to do it. Nutrition education has always been a cornerstone of cardiovascular marketing communications. A farmers’ market is a live laboratory to help people make recommendations come to life. Offering branded recipes and demonstrations are great branding opportunities for your heart program, too. Research says that up to 3/4 of people who shop at farmers’ markets eat more and a greater variety of fruits and vegetables.

If you have pictures of farmers’ market strategies that are working for you, please send them to me. I would love to post them.

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A Breakfast Dilemma for Cardiovascular Marketers

August 17, 2012

Eggs may be the enemy again.

A new study suggests that egg yolks may clog your arteries almost as much as smoking.

Wonderful. This is especially welcome news with back-to-school season upon us. I’m challenged to find a breakfast other than eggs that keeps my 16-year-old behemoth somewhat full until lunchtime.

However, the study’s lead author, Dr. David Spence, professor of neurology at Western University in London, Ontario, Canada, says, “People at risk of vascular disease should not eat egg yolks.”

Spence’s team collected data on more than 1,200 men and women who were taking part in an initiative aimed at curbing heart disease. The researchers used ultrasound to look at the amount of plaque in each patient’s arteries. They then asked patients about smoking, their frequency of eating eggs, other lifestyle factors and any medicines they were taking.

Results showed:

  • Regular consumption of egg yolks sped up plaque deposits in arteries at a rate that was about two-thirds the rate seen with smoking, Spence said.
  • People who ate three or more yolks a week had significantly increased plaque compared with people who ate two or fewer yolks a week.
  • The effect of egg yolks on plaque was independent of the person’s sex, cholesterol levels, blood pressure, smoking, weight and diabetes.

Not everyone is buying it. Not unexpectedly, a statement from the American Egg Board said that the findings come from “an observational study that can only suggest potential relationships, not determine actual cause-and-effect conclusions.”

The Egg Board also noted in the statement that “study subjects with higher egg intakes tended to also be heavy smokers, and only a small percentage of the population consumed more than five eggs per week, meaning that the conclusions were based on a small number of subjects.”

A spokesman for the American Heart Association who is also a cardiologist said the “jury remains out” on the issue pending further study and citing inconsistencies in the evidence for and against egg yolks for decades.

In the meantime, the American Heart Association sticks with its recommendation to eat a variety of nutritious food from all the food groups, with emphasis on vegetables, fruits, whole-grain products and fat-free or low-fat dairy products as well as eating fish at least twice a week.”

At this point, I don’t think our family will eliminate egg yolks from our diet. But, I certainly welcome your ideas for egg-free, healthy breakfast alternatives.

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Exercise News of Olympic Proportions for Cardiovascular Marketers

July 31, 2012

Exercising at less than an Olympic pace could pay big dividends in preventing heart disease and stroke. 

“Every four years, the summer Olympics get people excited to exercise,” says Glenn Gaesser, a professor and director of the Healthy Lifestyles Research Center at Arizona State University, who oversaw a new study about exercise and high blood pressure that was inspired in part by this year’s games in London.

Historically, gyms and neighborhood streets get busy as the Olympics start and people are inspired by athletes going for gold. But we all know that once the excitement wears off, most people resume their sedentary lives.

Dr. Gaesser and his colleagues hoped to determine whether breaking up exercise into small, manageable segments performed throughout the day would work as well as one longer, continuous Olympic-training-like bout.

They studied a group of adult volunteers that was generally healthy, except for some early symptoms of high blood pressure, or prehypertension.

Prehypertension is known to respond well to exercise. But most studies of exercise and blood pressure have employed uninterrupted 30-minute exercise sessions, a commonly recommended standard for improving health.

In Dr. Gaesser’s study, subjects walked briskly for 10 minutes three times during the day. On a separate day, the volunteers completed one 30-minute supervised session of brisk walking in midafternoon, while on a final day, they did not exercise at all.

Their blood pressure was monitored continuously.

The results showed that breaking up the exercise into three short sessions led to lower average 24-hour blood pressure readings. It also resulted in fewer episodes of unhealthy spikes in blood pressure through the day.

According to Dr. Gaesser, the results “are really encouraging,” he says. “For people who think that 30 minutes of exercise is too hard or takes up too much time, we can say, just do 10 minutes” three times during the day. And, conversely, if someone is tempted to dismiss a mere 10 minutes of walking as too meager to be meaningful, “it seems clear that, at least for blood pressure control, fractionized exercise is actually more effective” than a single 30-minute bout.

Interesting. I may have to rethink my own routine.

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Cardiovascular Marketing Recipes: 10 Heart Healthy Snacks Under 150 Calories

July 26, 2012

Heart Healthy snacking is a popular topic among patients

And new ideas can provide excellent content for outreach tactics from newsletters to blogs.

Here’s a great list I recently found at iVillage for 10 heart-healthy snacks under 150 calories.

On a side note, I’m stealing this list for my son. He is eating me out of house and home this summer. Trying to keep a 16-year-old boy satisfied without too much junk food is proving next to impossible. I’m hoping some of these ideas may work.

Here’s the list:

  1. One kiwi with 7 walnut halves – antioxidants, potassium, fiber, omega 3s and more. Plus, who doesn’t love the cheerful color of kiwi?
  2. Low-fat cottage cheese with a tablespoon of peanut butter or almond butter stirred in – I haven’t previously thought of this as a yummy combo, but it sounds pretty good. I bet it might be even better with a sprinkle of cinnamon
  3. A whole wheat wrap (under 100 calories) with two egg whites scrambled with a pinch of Parmesan cheese – sounds like a nice balance of protein and “good” carbs. I think I would add a few leaves of spinach.
  4. Fat-free Greek yogurt with slivered almonds – an excellent combo of calcium and protein. My local Costco was demo’ing this one the other day. The nice sample lady added just the tiniest drizzle of honey. That can’t be too bad, right?
  5. Low-sodium turkey wrapped around an avocado slice – sounds kind of like a lettuce wrap, only better.
  6. One hard-boiled egg mashed with ½ teaspoon low-fat mayo and the spices of your choice (curry powder anyone?) spread on a small whole-wheat pita – great boost of both protein and fiber along with several important vitamins.
  7. Dark chocolate bar (4 teaspoon serving) with 6 whole almonds – sounds delicious, and I love that dark chocolate is packed with antioxidants. Portion control on this one sounds pretty hard, though.
  8. Low-fat cottage cheese with a teaspoon of fat-free lemon Jell-O powder stirred in – let set in fridge for 3 hours and top with fat-free whipped cream. Hmmm…. I have to say I’m not totally sure about this one. Will someone please try it and send me a report?
  9. Half a whole-wheat English muffin topped with two tablespoons of low-fat ricotta and two tablespoons of Parmesan, broiled in a toaster oven – I can already smell this heavenly combo of complex carbs and protein.
  10. Half a banana sliced into “coins” topped with a dollop of peanut butter and a couple of dark chocolate chips – sounds like a plethora of potassium and protein that could almost masquerade as a dessert.

Sounds good to me!

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A New Look at the Link Between Rheumatoid Arthritis and Heart Disease For Cardiovascular Marketers

May 25, 2012

Current tools may underestimate the risk of heart disease danger faced by patients with rheumatoid arthritis according to a Mayo Clinic study.

Two commonly used tools for assessing heart disease danger were found to substantially underrate cardiovascular disease danger in women and men with rheumatoid arthritis. The problem was particularly evident in older patients and people who test positive for rheumatoid factors, proteins produced by the immune system and often associated with rheumatoid arthritis.

On a personal level, this study is interesting to me as I have risk factors for both cardiovascular disease and rheumatoid arthritis in my family. The key problem seems to be that inflammation plays a key role in creating a greater risk factor in those with rheumatoid arthritis, but the two most commonly used tools for assessing heart disease danger — the Framingham and Reynolds risk scores —don’t factor it in.

“This study emphasizes that patients with rheumatoid arthritis are at higher risk for heart disease, and that conventional predictors of risk are not adequate for estimating this risk. Physicians caring for patients with rheumatoid arthritis should be aware of this heightened risk even when conventional risk factors seem to indicate no increased risk, and consider measures to assess and lower CV risk in these patients,” says co-author Eric Matteson, M.D., chairman of Mayo Clinic’s rheumatology division.

Sounds like good advice to me.

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Controversial Diet Content for Cardiovascular Marketers

April 23, 2012

Vegan, South Beach or balanced? 

From years of working in healthcare marketing, I know that diet information dominates when it comes to creating great content and great offers. (Have you heard my story about the online cookbook that generated more than 7,000 responses?)

That’s a tale for another day.

But it seems to me that lately, there’s new controversy swirling among cardiologists about what constitutes a heart healthy diet today. South Beach, the “right-protein, right-carb” brainchild of Dr. Arthur Agatson, has been popular for a few years now, and it seems to have staying power. In fact, my brother-in-law’s doctor just prescribed it for him last week. A lot of meat eaters say it satisfies their cravings but still allows them to lose weight.

Recently, though, it seems that strict vegans are duking it out with those who espouse a more balanced diet. I got a heart health newsletter recently that touted the benefits of both diets in the same issue.

One camp led by Dr. Cadwell B. Esselstyn Jr., M.D. of the Cleveland Clinic claims that his plant-based, oil-free diet not only prevents heart disease but reverses it. Items we’ve all been led to believe are healthy, e.g., olive oil, fat-free dairy and even egg whites are all outlawed on Dr. Esselstyn’s plan. His son seems to be making a pretty good living with the Engine 2 diet, a version of his dad’s diet that he sold to his firefighter comrades in an effort to show “plant-based solidarity” for a fallen brother. Dr. Esselstyn’s plan is very strict, but former President Bill Clinton says it saved his life.

On the other hand, we see people like cardiothoracic surgeon, Dr. Mehmet Oz promoting a balanced diet that includes lean protein, fat-free dairy and tons of fruits and veggies.  Several sources have recently published Dr. Oz’s top 100 foods for hearth health.

Most of the items on the list consist of fresh, whole foods – with the exception of soy hot dogs, which I personally find a little odd. But the list definitely includes items that are banned by Dr. Esselstyn: lean meats, low-fat dairy, eggs and even real butter in moderation.

Who is right? Dr. Esselstyn would have us believe that even in moderation, all animal products and oils are dangerous. Dr. Oz says animal proteins fill us up and that vitamins in milk fat are beneficial.

It’s a conundrum, especially for heart patients who are trying to make changes. How can they decide, and what’s our role as marketers in helping them sort it out?

I’m not really sure. At this point, I think it’s incumbent on us to continue to publish information put forth by reliable sources even if it’s contradictory. I admire aspects of each of these diet plans. Both emphasize a move away from America’s obsession with processed, high-fat, high-sodium, low-nutrition foods. And both can point to patients who have had great success following their plans.

I guess I still subscribe to the theory that it’s our job to publish information and then let people decide what is right for them.

What do you think?

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Cardiovascular Marketing Question: Can Fat Still Mean Fit When it Comes to Heart Health?

March 12, 2012

Increasing your fitness level may counteract some of the consequences of being a little heavy.

The effects of exercise on people who carry a few extra pounds prompted a new study that focused on aerobic fitness and weight swings.

This is not a new debate. Several previous studies have debated the relative risks of being fat but fit. Results have been mixed with some suggesting that physical fitness essentially eliminates the risks of extra pounds. Others have concluded the exact opposite; saying that extra weight contributes greatly to heart disease even if someone regularly exercises.

A problem with many of these studies is that they have compared aerobic fitness and weight at only one point in time, which does not account for the changes in people’s bodies over time.

In the new study, researchers from the University of South Carolina looked at data from a Dallas clinic that followed more than 3,100 adults for at least six years and three check ups. Physicians recorded several cardiovascular health measures, including blood pressure, cholesterol profile, abdominal girth and body fat percentage. They also measured the patients’ aerobic fitness using treadmill tests.

Most of the subjects were in their 40s and had no indications of heart disease or risk factors, like high blood pressure or cholesterol, at the beginning of the study.

Next, they compared the same patients’ body fat and fitness levels two or three years later, during a second checkup. At this second data collection point, most patients had gained body fat. Surprisingly, many also had become more fit, possibly because they were hearing regular reminders about exercise from their doctors. None during that second visit yet showed discernible risk factors for heart disease.

Things were different by the third checkups a few years later, though. At this point, almost a quarter had developed high blood pressure, high cholesterol or metabolic syndrome.

Not surprisingly, those who’d both lost fitness and gained fat now had a 71 percent greater chance of suffering from metabolic syndrome than those who’d lost fat.

But staying fit helped even if a person had gained weight. A person who had improved fitness but added fat had a 22 percent lower risk than someone who was both fat and unfit. Dropping fat also helped, but very few people in the study actually lost fat.

 “What this tells us is that both fitness and fatness matter, separately and together, for heart health,” says Duck-Chul Lee, a research fellow at the University of South Carolina who led the study.

Perhaps one of the most encouraging findings for an aging population is that just maintaining fitness might be about as good as showing major improvement:

  • People who improved their aerobic fitness had 28 percent less risk of developing high blood pressure than people who had gotten out of shape.
  • Those who’d simply maintained their baseline fitness throughout the study, adjusted for age (aerobic capacity declines with age, even among people who exercise regularly) had 26 percent less risk of the condition.

Not much of a difference.

The study’s lead researcher says this is good news for most people because reducing body fat is really hard. “Maintaining your fitness over your lifetime is just as important, and for most people is probably more achievable.”

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