How BTA Transformed Participant Feedback into Strategic Outreach for WVU Health Affairs Institute
BlaineTurner Advertising (BTA) is proud to support the West Virginia University Health Affairs Institute (HAI) in advancing the West Virginia Pathways to Professional In-Home Care program. Through participant-driven research, the BTA team amplified participant voices to produce meaningful messaging and outreach materials for prospective in-home, non-medical care workers.
Focus Groups
West Virginia Pathways to Professional In-Home Care is a free program that prepares individuals for meaningful, paid careers as in-home care workers—helping address the growing caregiver shortage across the state. Participants undergo a comprehensive training which equips them with the skills needed to build a fulfilling career.
BTA conducted focus groups and in-depth interviews with enrolled participants. These interactive sessions allowed us to gather firsthand feedback and translate participant experiences into actionable insights that informed and strengthened the messaging and design of outreach materials aimed at increasing program participation.
Research to Results
Our qualitative research uncovered both barriers to enrollment and clear opportunities to improve outreach. Participants consistently cited word-of-mouth referrals, text messaging, and printed flyers as the most effective ways to receive program information. Their feedback reinforced the importance of pairing physical materials with digital access—like QR codes and website links—to ensure convenience and reach.
The focus group discussions also offered valuable insight into how participants engage with program messaging. From these conversations, we gained a clearer understanding of:
- What motivates individuals to pursue a caregiving career
- Which communication channels resonate most
- How advertising imagery is perceived
- Where and how program messaging could be refined for clarity and connection
These findings played a pivotal role in shaping BTA’s outreach strategy, ensuring that the next phase of materials would be not only informative, but participant informed.
Insights That Drive Impact
Findings from the focus groups and interviews guided a thoughtful overhaul of existing outreach materials. The BTA team refreshed print flyers, rack cards, yard signs, and more—refining both content and design to better resonate with potential participants.
These updated materials now feature user-friendly visuals, simplified messaging, and improved accessibility through QR codes and direct links. A brighter color palette, increased font sizes, and prominent “Get Paid to Learn” headlines help capture attention and align with the preferences shared by program participants. Every adjustment was rooted in research, ensuring the materials not only inform—but truly connect.
Next Steps: Turning Feedback into Forward Motion
With support from the BTA team, WV Pathways to Professional In-Home Care translated participant feedback into purposeful outreach. The updated materials—developed, approved, and ready for distribution—reflect the voices of those they aim to reach. We’re proud to partner with WVU Health Affairs Institute and look forward to continuing our work to create authentic, research-informed marketing that drives impact across West Virginia.