Marketing self-management education: Lessons on messaging and framing

Self-management education (SME) is an evidence-based, interactive intervention that helps individuals with chronic diseases maintain or improve their quality of life by building skills, such as goal setting and decision making. But, few people have heard of or understand the term, and participation in such programs remains low. This qualitative research shows it is feasible to market SME programs by using motivating messages in clear but relatable language and making it easy for potential participants to find a program.