NYC Department of Public Health - data driven decision making
In an effort to reduce the number of people who smoke, The NYC Health Department has initiated several data-driven, evidence-based health campaigns.
Previously their strategy included billboard signage and radio ads (amongst other things), but they had no way of knowing if the message was really effective.
In more recent years, they have encouraged people to call a hotline, or go to the website. A new app allows inquiries to be geo-coded so that the health department can better target where and how to conduct campaigns.
Each morning a statistics email is sent out to leadership - people in their agency and all the way up to health commissioner, and key stakeholders at 311 and all agencies they work with (like their shipping contractor, and contractor who does feedback calls), and media partners).
Twice a week more detailed demographics are also collated.
This has been particularly effective in targeting smokers in Russian neighborhoods, where it was found that the advertising mechanisms used were not getting through. They therefore did a Russian radio ad.
Hotlines, App that geo-codes based on inputed information from a phone call or the web