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Nchcmm presentation 10 variables_the reason_g_cole_8-2011

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Building a Better Message: The 10 Variables That Really Matter (The Reason)
Galen Cole, PhD, MPH, LPC
Centers for Disease Control and Prevention, Atlanta, GA
Dr. Cole provides the background and purpose of the Message Development Tool (MDT) and describes the
results of the expert panel meeting that assisted in the tool’s design. CDC’s Division of Cancer Prevention
and Control created the Web-based MDT to enable health communicators to systematically and scientifically
develop and validate effective health messages. Message mapping is a proven communication tool to deliver
complex information in an easy-to-understand format for emergency and risk communication situations;
however, such a tool does not currently exist for chronic disease messages.

Published in: Health & Medicine, Technology
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Nchcmm presentation 10 variables_the reason_g_cole_8-2011

  1. 1. Galen Cole, PhD, DAPA, MPH, LPC <ul><li>Associate Director of Communication Science </li></ul><ul><li>CDC Division of Cancer Prevention and Control (DCPC) </li></ul><ul><li>National Conference on Health Communication, Marketing, and Media </li></ul><ul><li>August 9-11, 2011 </li></ul>Building a Better Message: The 10 Variables That Really Matter The Reason <ul><li>Division of Cancer Prevention and Control </li></ul><ul><li>National Center for Chronic Disease Prevention and Health Promotion </li></ul>
  2. 2. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control Objectives: • Recognize the10 variables that are significant predictors for stated intentions and behavior • Understand how these 10 variables can be applied to develop and defend more effective messages • Describe the objectives, design process, and features of the CDC DCPC “Message Development Tool”
  3. 3. Division of Cancer Prevention and Control BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Communication Across the Cancer Control Continuum
  4. 4. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control <ul><li>The Problems: </li></ul><ul><li>Smart people communicate as if it were an easy thing to do </li></ul><ul><li>We have used message mapping extensively. It’s good tool for preparing and delivering complex information in an easy to understand format. However, it’s designed for emergency and risk communication situations. </li></ul><ul><li>CDC has not adopted a tool/process for systematically developing and testing chronic disease messages. </li></ul><ul><li>Health Communicators need additional support in developing and defending systematically derived and tested chronic disease messages. </li></ul><ul><li>Communicators encounter numerous barriers to “real-time” testing of segment-focused messages. </li></ul>
  5. 5. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control CDC Message Communication Tools Message Mapping Tool (Vince Covello model)) CDCynergy (CDC, 1999-2008)
  6. 6. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control <ul><li>Web-based and model-based decision support systems (DSS) have been shown to improve the efficiency and effectiveness of organizational decision making. </li></ul><ul><li>low cost </li></ul><ul><li>require little user training </li></ul><ul><li>increase productivity </li></ul><ul><li>speed the decision making process without regard to geographic limitations </li></ul><ul><li>facilitate the collection of multiple perspectives on decision problems </li></ul><ul><li>support collaboration by building virtual team structures </li></ul><ul><li>Encourage a more standardized, evidence based approach </li></ul><ul><li>Easier to evaluate </li></ul>
  7. 7. BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control CDC DCPC’s Concept “Message Development Tool (MDT) “ A web-based tool that enables health communicators to systematically and scientifically formulate, validate and defend effective health messages. MessageWorks
  8. 8. Interactive Message Development Describe Problem Analyze Problem Plan Evaluation Implement Plan Operationalize Lessons Learned Plan Intervention Develop Intervention Steps 4.2 & 4.3 Message Focusing Message Content Strategy Message Strategy Tool Message Mapping <ul><li>Target: </li></ul><ul><li>Improving the predicted impact on intended behavior for all message types. </li></ul><ul><li>Target: </li></ul><ul><li>Messages used in situations that have spoken or presentation-based components, especially interactive discussions/Q&A </li></ul><ul><li>Target: </li></ul><ul><ul><li>Text-only responses to specific questions. </li></ul></ul><ul><ul><li>Supplement Message Focusing/Strategy Tool </li></ul></ul>Message Delivery Strategy Intended Effects : Reduces barriers to uptake by addressing message architecture issues. Intended Effects : Increases audience’s receptivity of messages through engagement strategies. Intended Effects : Increases an audience’s capacity to access & use communication research. SHORT LEAD LONG LEAD Connection to your audience Focus on Communication Campaigns SocialWorks WhatWorks
  9. 9. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control <ul><li>The concept for the tool was created using an innovative and collaborative design process : </li></ul><ul><li>review of the literature and interviewed key informants, </li></ul><ul><li>identification of an empirical model on which to base the tool, </li></ul><ul><li>Received validation and design input from an expert panel, and </li></ul><ul><li>Conducted wireframe prototype design and user testing. </li></ul>
  10. 10. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control <ul><li>The empirical model for assessing message effectiveness based on key message variables. </li></ul><ul><li>The Keller and Lehmann (2008) model provides 10 variables that are significant predictors for stated intentions and behavior. </li></ul><ul><li>The model has been validated through its application to the CDC Verb campaign (2004-2006). </li></ul>
  11. 11. Division of Cancer Prevention and Control CDC DCPC and ORISE used an evidence-based and expert-recommended guided approach to create the Message Development Tool. The experts will continue to be involved in prototype testing and tool dissemination by serving as mentors for new users. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE
  12. 12. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control <ul><li>A panel of fifteen health communications experts was convened in March 2011 to : </li></ul><ul><li>validate use of the algorithm </li></ul><ul><li>Helped us create, refine and prioritize tool content and features, </li></ul><ul><li>inform tool usability, dissemination and management, </li></ul><ul><li>gain early buy-in from partners in the field of health communication. </li></ul><ul><li>Collaboration software allowed panelists to answer each question and react to others input in real time. </li></ul>
  13. 13. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE
  14. 14. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE
  15. 15. METHODS AND RESULTS BACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE Division of Cancer Prevention and Control <ul><li>User testing in June 2011 refined the MDT wireframe prototype and further explored findings of the expert panel. User testing goals were to:  </li></ul><ul><li>Confirm general concept for the Message Development Tool's process flow. </li></ul><ul><li>  </li></ul><ul><li>Understand user preferences for the main actions and features within the Message Development Tool. </li></ul><ul><li>Gather preliminary ideas on nomenclature for the Tool and some of its components. </li></ul><ul><li>  </li></ul><ul><li>Collect preliminary information on access and preferred channels for dissemination. </li></ul>
  16. 16. IMPLICATIONS FOR PRACTICE METHODS AND RESULTS CONCLUSIONS BACKGROUND Division of Cancer Prevention and Control <ul><li>The new tool will help health communicators create and defend better messages by: </li></ul><ul><li>using key variables </li></ul><ul><li>tailoring messages to their health problem and target audience </li></ul><ul><li>providing talking-points on the evidence and science behind the use of key variables </li></ul><ul><li>The new tool will also contribute to research on effective message development. User feedback will be collected to identify required updates to the Keller and Lehmann model .  </li></ul>
  17. 17. LESSON LEARNED The new tool will have a adaptable because THIS… IMPLICATIONS FOR PRACTICE METHODS AND RESULTS CONCLUSIONS BACKGROUND
  18. 18. Turned into this. IMPLICATIONS FOR PRACTICE METHODS AND RESULTS CONCLUSIONS BACKGROUND
  19. 19. <ul><li>Division of Cancer Prevention and Control </li></ul><ul><li>National Center for Chronic Disease Prevention and Health Promotion </li></ul>The Future is Not A Gift, It’s an Achievement. Robert Kennedy

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