Answer ALL the bulleted questions for this discussion post.

PPTChapter4HealthCommunication.ppt

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HEALTH COMMUNICATION

COH-430 HEALTH PROMOTION STRATEGIES & TACTICS

NATIONAL UNIVERSITY

* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.

CHAPTER 4 LEARNING OBJECTIVES

1. IDENTIFY AND EXPLAIN THE FIVE PHASES IN THE STRATEGIC HEALTH COMMUNICATION CAMPAIGN MODEL

2. DISCUSS PRACTICAL APPLICATION OF THE MODEL

3. DETERMINE STRATEGIES TO OVERCOME CHALLENGES AND EFFECTIVE HEALTH COMMUNICATION

4. RECOGNIZE COMMON STRATEGIES FOR HEALTH COMMUNICATION

HEALTH COMMUNICATION

Played a primary role in the completion of 219 of 300 Healthy People 2010 objectives
Broad area in public health that includes a focus on:
Analyzing interactions between healthcare providers and consumers
Delivery of care
How consumers seek health information
Providing social support
Sharing health information using a variety of media
Development of health communication campaigns for health education and promotion

Healthy People 2010 defines health communication as:

“… the art and technique of informing influencing, and motivating individual, institutional, and public audiences about important health issues” (U.S. Department of Health and Human Services, Chapter 11).

The National Cancer Institute & Centers for Disease Control (CDC) defines health communication as:

“… the study and use of communication strategies to inform and influence individual and community decisions that enhance health”

Influence
Health knowledge

Attitudes

Awareness

Social norms

Values

These personal aspects of individuals and groups are the precursor to behavior change

Health Communication Interventions can…

Influences behavior by drawing from

Social psychology

Health education (behavioral theories)

Mass communication

Marketing

Important to understand that success begins with the consumer (target population)

Health Communication

Comprehensive process

Frames the implementation of health promotion interventions

Not a narrow strategy or activity

Uses communication strategy and research

Guided by evidence-based strategies
CDC Health Communication Website

Health Communication

Increase the intended audience’s knowledge and awareness of a health issue, problem, or solution
Influence perceptions, beliefs, and attitudes that may change social norms
Prompt action
Demonstrate or illustrate healthy skills
Reinforce knowledge, attitudes, or behavior
Show the benefit of behavior change
Increase demand or support for health services
Refute myths and misconceptions

Health Communication Can:

(U.S. Department of Health Services, n.d.)

Compensate for inadequate healthcare or access to services

Produce long-term change of complex behavior without the support of larger program that encompasses policy (systems change)

Effective in addressing all issues or relaying all messages due to:
Complexity of behavior change
Intended audience may have preconceptions about the topic, message sender
Topic may be controversial

Health Communication Cannot:

(U.S. Department of Health Services, n.d.)

HEALTH COMMUNICATION DEFINED

To implement effective health communication programs , we need to examine:
How health issues are viewed by target population
What message strategies (campaigns) are most significant to target population
How the target population will access health information

Channels/Audience Levels

Routes through which communication or message delivery occurs

Interpersonal

Group

Organizations

Community

Society/Mass Media

Health Communication

Campaign Features

Designed to educate specific groups
Imminent health threats and risky behaviors

Raise public consciousness

Increase awareness

Move audiences to action

Influence knowledge, attitudes, and behaviors

Health Communication

Campaigns

Educate specific groups
HIV Treatment Works
Raise public consciousness

Increase awareness
Diabetes Awareness

Move audiences to action

Influence knowledge, attitudes, and behaviors

Health Communication

MODELS INVOLVE

Analysis of problem and consumer characteristics

Strategic design of communication based on consumers

Market focus

Communication settings, channel, and methods

Pre-testing

Effectively manage the process

Evaluation

Health Communication

Campaign Model: Five Steps

Planning

Theory

Communication analysis

Implementation

Evaluation and reorientation

Health Communication

CAMPAIGN MODELS

Vary, but share common features:
Analysis of the health problem
Analysis of consumer characteristics contributing to the problem
Communication design based on settings, channels, methods consistent with target population
Pilot testing with target population prior to full-scale implementation

GOAL = Accomplish predetermined objectives of the campaign

HEALTH COMMUNICATION CAMPAIGNS

Can encourage target population to engage in healthy behaviors to decrease health threats
Influencing exercise, nutrition, stress reduction and more
Avoiding dangerous substances like poisons, carcinogens, tobacco
Seek opportunities for early health screening(s)
Diagnosis of serious health problems

TO BE MOST EFFECTIVE…

Integrate interpersonal, group, organizational communication
Employ a wide range of:
Message strategies
Health Promotion (communication) methods:

Support groups, lectures, workshops, newspaper/magazine articles, pamphlets
self-help approaches, billboards, posters, radio/t.v. ads
public service announcements, interpersonal counseling
community-based educational programs

STRATEGIC HEALTH COMMUNICATION CAMPAIGN MODEL

Step 1: Planning

Identify and define the health issue

Influence the way the audience thinks about the problem

Set clear and realistic objectives

Establish clear consumer orientation and predispositions
Is the campaign designed from the cultural perspective of target population?
Audience is involved in development & implementation

Introduce different health promotion programs

Examine strategies

Health Communication Campaigns

Step 2: Theory

Use a wide range of theories
Provide planners with design, implementation and evaluation structure for the campaign

Exchange theories
View social order as the unplanned outcome of acts of exchange of an old “product” for a “new product”
Why do people make the “exchange”?

Behavioral theories
View many behaviors as learned and modifiable

Readiness to Change Theories
Transtheoretical Model of Change
Assess target population
Base campaign on current stage

Health Communication Campaign

http://www.encyclopedia.com/doc/1O88-exchangetheory.html

Step 3: Communication Analysis

Audience analysis and segmentation
Who will receive the message?

Shot gun or rifle approach

Formative analysis including demographics, geographics, and psychographics

Identify wants/needs and influencing factors

Use surveys, focus groups, interviews, polls, and case studies

Health Communication Campaign

Step 3: Communication Analysis

Market analysis with the 4 P’s
Examine the fit between the focus of interest (desired behavior change) AND market variables within the target audience
Called the Marketing Mix
Product
Behavior/service desired by the target
Price
Cost consumer must pay to adopt the new behavior ($, time, energy, convenience)
Promotion
Methods used to communicate to the target
Place
Where the product is accessed or obtained
Example:
Product (mammogram), price (insurance/no insurance, cost to get to location), place (nearby/far away), and promotion (flyer, PSA, provider education/support group)

Health Communication Campaign

ACTIVITY:

Let’s try another 4Ps example!

Product
?
Price
?
Promotion
?
Place
?

Step 3: Communication Analysis

Channel Analysis
Used to determine methods of communication to target population
Ask these questions:
Where is the target most easily reached?
How do they receive most information?
What is the preferred communication method?
Let’s think about young males aged 12-17 y.o. and apply

Health Communication Campaign

Step 4: Implementation

Use social marketing principles and intervention strategies (plan of action & activity)
Create messages
“Water fluoridation is safe and effective for all and will reduce dental decay by 38%” p.89
Select settings and channels (interpersonal, small group, organizational, mass media, community, technology)
Communication media (print material, films, counseling)
Message Design
Quality – does it appeal to emotion
Source - credibility
Internal (attitudes, values)and external factors (social norms, laws, social support)

Health Communication Campaign

Step 4: Implementation

Use supportive materials (Table 4-1, p.91)
These are typically called “health promotion methods”

Brochures
Videos
Place mats
Bookmarks
Stickers
Billboards
Symptoms diary
Buttons and Badges

Health Communication Campaign

Step 4: Implementation

Essential component is determining the setting for communicating the message
What audience is to receive the message? And where?
There are 5 channels or audience levels:

INDIVIDUAL/Interpersonal LEVEL/CHANNEL:
Methods directed towards individuals such as materials an individual would source/keep (or information provided to an individual) for informational use or increasing educational awareness, peer/professional counseling

GROUP LEVEL/CHANNEL:
Methods directed towards audiences categorized into groups such as ethnicity, age, SES, gender, support groups, parents, etc…

Health Communication Campaign

Step 4: Implementation

What audience is to receive the message? And where?
There are 5 channels or audience levels:

ORGANIZATIONAL LEVEL/CHANNEL:

Methods using institutions/agencies, hospital organizations/systems, professional associations, workplaces

COMMUNITY LEVEL/CHANNEL:

Methods using community-based organizations, places of faith worship, schools, libraries, community events, social media (Facebook, twitter, LinkedIn, Instagram, etc…)

SOCIETY (Mass Media) LEVEL/CHANNEL:

Methods using radio, television, podcasts, national news networks

Health Communication Campaign

Step 5: Evaluation and Reorientation

Summative evaluation
Evaluation of campaign outcomes

Conducted to determine the relative success of the campaign
Did the campaign achieve its’ goals?

Process evaluation
Used to assess activities and identify areas for improvement and fine-tuning

Can we involve larger social systems?
Business organizations
Government agencies

Health Communication Campaign

CAMPAIGN PRINT EXAMPLES

CDC PSA – Gynecologic Cancers:

https://www.cdc.gov/cancer/gynecologic/resources/videos.htm

Most common type of barriers

Limited or no audience input

Lack of audience feedback and lack of pre-testing

Lack of resources

Maximize the long-term impact
Empower target population

Gain personal involvement for implementation and managing campaign

Creates increased “stake” in overall goals and become normalized into the culture of the area

Health Communication

Conclusion: Use several community strategies

Five Common Strategies

Health communication

Policy

Engineering

Health services

Community mobilization

Health Communication

Conclusion: Use several community strategies

Five Common Strategies

Health communication

Policy

Engineering

Health services

Community mobilization

Health Communication

ACTIVITY

5-A-Day Campaign (Golbourne, AS)
https://www.rbkc.gov.uk/subsites/citylivinglocallife/gogolborne/eathappy/5adayyourway.aspx
Great American Smokeout
https://www.cancer.org/healthy/stay-away-from-tobacco/great-american-smokeout.html
Walk Our Children to School Day
http://www.walkbiketoschool.org/learn-more/about-the-events/about-walk-to-school-day/

Review one campaign and its’ associated resources
Then, identify the target audience
Share one health promotion method utilized
Let’s try to describe the audience level/channel

CAMPAIGN EXAMPLES

https://youtu.be/O9UiTUUP8PY