Health Communication*

Health Communication*

Health Promotion Strategies & Tactics (COH430)

National University

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

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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.

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Marketing and Health Communication

  • Special niche for marketing in health education
  • What is “marketing”
  • Formulated program based on consumer research
  • Involves analysis, planning, implementation and control
  • Goal: achieve organizational goals and objectives through voluntary exchange of values with target population

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Social Marketing

  • Based on marketing
  • Is “the process for influencing human behavior on a larger scale, using marketing principles for the purpose of societal benefit rather than commercial profit” (Smith, 2000, p.11).
  • For messages to take hold programmatic elements must be added – these elements add up to social marketing

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Health Communication Defined

  • To implement, 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

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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).

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  • Influences
  • Health knowledge
  • Attitudes
  • Awareness
  • Norms
  • Values
  • Success begins with the consumer

Health Communication

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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  • Influences behavior by drawing from
  • Social psychology
  • Health education (behavioral theories)
  • Mass communication
  • Marketing

Health Communication

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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  • 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

Health Communication

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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  • Channels
  • Routes through which communication or message delivery occurs
  • Interpersonal
  • Small group
  • Organizational

Health Communication

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

  • Mass media
  • Community
  • Technology

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  • Intervention Features
  • Analysis of problem and consumer characteristics
  • Strategic design of communication based on consumers
  • Market focus
  • Communication settings, channel, and m