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Congratulations. You have 46,710 fans and got 12,034 “likes” and 1,230 comments last month. You are no doubt building loyalty and getting out important information. But what have you learned from your online community lately?
As health communicators, everything we do is based on research. We do formative research to define the public health problem and understand audience needs and preferences. Then we do more research to test concepts and messages. Concurrently, we’re developing implementation plans for process, outcome, and impact evaluation, which are vital to demonstrating return on investment and continuously refining our campaigns and programs. And today when the need for innovation is stronger than ever, agency missions are expanding and budgets are tightening, what can health marketers do to crowdsource insights to support the mission to ultimately “sell” healthy habits and drive behavior change – and do so effectively?