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Developing Effective Health Communication Campaigns for Your STD Program


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Developing Effective Health Communication Campaigns for Your STD Program:
Skill Building & Lessons Learned from the Field

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Developing Effective Health Communication Campaigns for Your STD Program

  1. 1. Developing Effective Health Communication Campaigns for Your STD Program: Skill Building & Lessons Learned from the Field 2010 National STD Prevention Conference Pre-Conference Academy March 8, 2010 The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the Centers for Disease Control and Prevention.
  2. 2. Health Communication (HC) <ul><li>“ The study & use of communication strategies to inform and influence individual & community decisions that enhance health.” </li></ul><ul><li>– National Cancer Institute </li></ul>
  3. 3. Health Communication <ul><li>Based on an understanding of the needs & perceptions of intended audiences. </li></ul><ul><li>4 stages of HC process: </li></ul><ul><ul><li>1. Planning & Strategic Dev </li></ul></ul><ul><ul><li>2. Concept & Message Dev/Testing </li></ul></ul><ul><ul><li>3. Implementation </li></ul></ul><ul><ul><li>4. Evaluation & Refinement </li></ul></ul><ul><li> </li></ul><ul><li> Source: NCI. Making Health Communication Programs Work ( 2002) </li></ul>
  4. 4. Strategic Planning The Foundation of HC Programs <ul><li>Assess health issue & identify all components of possible solutions </li></ul><ul><ul><li>Review available data </li></ul></ul><ul><ul><li>Identify existing activities (success/failures) & gaps </li></ul></ul><ul><ul><li>SWOT analysis </li></ul></ul><ul><ul><li>Determine whether communication is appropriate </li></ul></ul><ul><li>Define communication objectives </li></ul><ul><li>Define & learn about target audiences </li></ul><ul><li>Explore settings, channels & activities best suited to reach intended audiences </li></ul><ul><li>Identify potential partners </li></ul><ul><li>Develop communication strategy for each intended audience </li></ul>
  5. 5. Considerations for HC efforts <ul><li>Measurable goals </li></ul><ul><li>Identified target audience(s) </li></ul><ul><li>Strategies developed/refined based on consumer research, continuous assessment, evaluation </li></ul><ul><ul><li>Findings from consumer research should be applied strategically & with caution </li></ul></ul><ul><ul><li>Efforts should not stigmatize or perpetuate myths, stereotypes. </li></ul></ul><ul><li>What works in one community may not work in another. </li></ul>
  6. 6. Social Marketing (SM) <ul><li>“ The use of commercial marketing * concepts, tools and programs designed to influence individuals’ behavior to improve their well being and that of society.” </li></ul><ul><li>– Social Marketing Institute </li></ul><ul><li>* Marketing = human activity directed at satisfying needs and wants through exchange process (i.e., transfer between two parties of something that has value to each party).” </li></ul><ul><li>- Kotler, 1976 </li></ul>
  7. 7. Marketing Tools: The 4 P’s <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul><ul><li>Place </li></ul><ul><li>These strategies evolve from consumer research (needs, desires, core values, perceived benefits) </li></ul><ul><li>Requires changing the offering to meet audience’s needs & wants; reframing the desired behavior to reinforce core values </li></ul>
  8. 8. Redefining the Public Health Product <ul><li>“ Good marketers do not seek to persuade target audiences to do what the marketer believes they ought to do…Rather, they recognize that customers only take action when they believe it is in their interests…They recognize that they must often change their social marketing offerings & the way these are presented…” </li></ul><ul><li>Andreasen, 1995 (p.14-15) </li></ul>
  9. 9. Branding a marketer’s “emotional tool” <ul><li>Combines & reinforces the functional & emotional benefits of offering </li></ul><ul><li>Facilitates recognition </li></ul><ul><li>Makes a promise & delivers satisfaction </li></ul><ul><li>Encourages consumption & loyalty (adds value) </li></ul><ul><li>Example: </li></ul><ul><ul><ul><ul><ul><li>Youthful, empowering social movement </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Brand aims to generate buzz, remove taboo & stigma around STD testing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Get youth talking about testing in a way in which they are comfortable </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>call to action that becomes part of youth’s vernacular </li></ul></ul></ul></ul></ul>
  10. 10. HC & SM: Similarities & Differences <ul><li>Both are audience-centered , research-based (strategy-driven), & use segmentation for more effective targeting. </li></ul><ul><ul><li>By definition, SM efforts target more than awareness/attitude change; focus is on behavior or social change. </li></ul></ul><ul><ul><li>In addition to communication strategies, SM applies strategic marketing principles to repackage, reposition & reframe the public health product. </li></ul></ul><ul><ul><ul><li>Make it ‘fun, easy, popular” (Smith) </li></ul></ul></ul>
  11. 11. Contact Me <ul><li>Allison Friedman, MS </li></ul><ul><li>Health communication Specialist </li></ul><ul><li>Behavioral & Interventions Research Branch </li></ul><ul><li>Division of STD Prevention </li></ul><ul><li>Centers for Disease Control & Prevention </li></ul><ul><li>(404) 639-8537 </li></ul><ul><li>[email_address] </li></ul>