Preventing Childhood Obesity though Parent-Provider Communication: A Social Marketing Approach
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My thesis project at George Mason University on how childhood obesity can be prevented or reduced through parent-provider communication using a social marketing approach.
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Preventing Childhood Obesity though Parent-Provider Communication: A Social Marketing Approach
- 1. PREVENTING CHILDHOOD OBESITY THROUGH PARENT- PROVIDER COMMUNICATION: A SOCIAL MARKETING APPROACH Kristina Ticknor George Mason University
- 2. Agenda Introduction to Literature Healthy People 2020 Recommendations What is social marketing? Importance of product and place Methods Semi-structured interviews Grounded theory Results Discussion Limitations Ethical Implications Future Research
- 3. Introduction to Literature Healthy People 2020 What is social marketing? Importance of product and place
- 4. HHS’s Health People 2020 Reduce the proportion of children and adolescents who are overweight or obese Prevent inappropriate weight gain in youth and adults Increase the variety and contribution of fruit and vegetables Increase the proportion of children and adolescents that meet guidelines for television viewing and computer use Increase the proportion of adolescents that meet current physical activity guidelines Increase the proportion of physician offices visits related to nutrition or weight Increase the proportion of persons who report that their health care providers have satisfactory communication skills Increase the proportion of health communication activities that include research and evaluation
- 5. The Social Marketing Approach Balanced relationship between authority and public Consumer-focused communication Emphasizes barriers and benefits Centered around a product or service The easy, fun, popular thing to do! The 4 “P’s” of the Marketing Mix: Product Place Price Promotion
- 6. Importance of Product & Place Product Tangible package of benefits Helps effectively visualize the change Added benefit to encourage change Place Where the product or service is made available Social, physical and cultural environment Provide context of opportunity free from restraint Expand focus beyond individual’s motivation “People and Places” framework
- 8. Research Questions 1. What are the perceived barriers and benefits pediatric clinicians face when communicating issues of childhood obesity with parents of patients how are overweight or obese? 2. What content and messages do physicians perceive to be the most effective in explaining obesity issues to parents of young children? 3. What style of visual aid could be created to highlight the most relevant issues faced by clinicians in explaining obesity to children?
- 9. Qualitative Approach Method: semi-structured phone interviews Participants: 10 health care providers in pediatrics or family practice Analysis: grounded theory Continuously identifying new categories (open coding) Theme and topics mutually exclusive and exhaustive Examine relationships between themes (axial coding)
- 10. Results Meta-themes and themes Implementation of recommendations
- 11. Meta-Themes & Themes Communication, Recommendations Health and Fitness Sociology & and Suggestions for Psychology Tool BMI, Fitness and Motivation, Positive Readiness and Feedback Growth Charts Confidence Nutrition and Socio-Ecological General Fitness Factors Recommendatio Disease and Frustrations and ns and Critiques Barriers to Nutrition and Lifetime Effectiveness Complications Fitness Need for Repetition, Recommendatio Follow-up, and ns Gradual E-Health Changes
- 12. Original Visual Aid Guide (Woolford et al.)
- 13. New & Improved Visual Aid Tool
- 14. Improvements Simplified language Added graphics Redefined age group Removed words “obesity” and “diet” Examples provided Clarify “limited amounts” Expand on BMI Emphasize family Emphasize commitment Added open-ended measures Added take-home page
- 16. Discussion Limitations Limitednumber of interviews Socio-economic constraints to implementation Ethical Implications What’s the “right” thing to do for society? Issue is complex and value laden Future Research Feasibilityand usability testing of new tool Incorporation with e-health, EMR and Web portals
- 17. Questions? Kristina Ticknor Communications Consultant, Booz Allen Hamilton Email: klticknor@gmail.com Twitter: @kticknor