Describe and explain the five phases Strategic Health Communication Campaign Model.
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
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- Influences behavior by drawing from
- Social psychology
- Health education (behavioral theories)
- Mass communication
- Marketing
Health Communication
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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
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- Channels
- Routes through which communication or message delivery occurs
- Interpersonal
- Small group
- Organizational
Health Communication
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- 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 methods
- Pre-testing
- Effectively manage the process
- Evaluation
Health Communication
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- Campaign Features
- Designed to educate specific groups
- Imminent health threats and risky behaviors
- Raise public consciousness
- Increase awareness
- Move audiences to action
- Influence knowledge, attitudes, and behaviors
Health Communication
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Campaign Model: Five Steps
Planning
Theory
Communication analysis
Implementation
Evaluation and reorientation
Health Communication
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Campaign Models
- Vary, but share common features:
- Analysis of the health problem
- Analysis of consumer characteristics contributing to the problem
- Communication design based on settings, channels, methods consistent with target population
- Pilot testing with target population prior to full-scale implementation
GOAL = Accomplish predetermined objectives of the campaign
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Health Communication Campaigns
- Can encourage target population to engage in healthy behaviors to decrease health threats
- Influencing exercise, nutrition, stress reduction and more
- Avoiding dangerous substances like poisons, carcinogens, tobacco
- Seek opportunities for early health screening(s)
- Diagnosis of serious health problems
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To be most effective…
- Employ a wide range of:
- Message strategies
- Communication channels
- Support groups, lectures, workshops, newspaper/magazine articles, pamphlets, self-help approaches, billboards, posters, radio/t.v. ads, public service announcements, interpersonal counseling, school, primary care, and community-based educational programs
- Integrate interpersonal, group, organizational communication
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Strategic Health Communication Campaign Model
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Step 1: Planning
- Identify and define the health issue
- Influence the way the audience thinks about the problem
- Set clear and realistic objectives
- Establish clear consumer orientation and predispositions
- Is the campaign designed from the cultural perspective of target population?
- Audience is involved in development & implementation
- Introduce different health promotion programs
- Examine strategies
Health Communication Campaigns
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Step 2: Theory
- Use a wide range of theories
- Provide planners with design, implementation and evaluation structure for the campaign
- Exchange theories
- View social order as the unplanned outcome of acts of exchange between members of society
- Behavioral theories
- View many behaviors as learned and modifiable
- Readiness to Change Theories
- Transtheoretical Model of Change
- Assess target population
- Base campaign on current stage
Health Communication Campaign
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Step 3: Communication Analysis
- Audience analysis and segmentation
- Who will receive the message?
- Shot gun or rifle approach
- Formative research including demographics, geographics, and psychographics
- Identify wants/needs and influencing factors
- Use surveys, focus groups, interviews, polls, and case studies
Health Communication Campaign
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Health Communication Campaign
(Communication Analysis Continued)
- Market analysis with the 4 P’s
- Examine the fit between the focus of interest (desired behavior change) AND market variables within the target audience
- Called the Marketing Mix
- Product
- Behavior/service desired by the target
- Price
- Cost consumer must pay to adopt the new behavior ($, time, energy, convenience)
- Promotion
- Methods used to communicate to the target
- Place
- Where the product is accessed or obtained
- Example:
- Product (mammogram), price (insurance/no insurance, cost to get to location), place (nearby/far away), and promotion (flyer, PSA, provider education/support group)
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Health Communication Campaign
(Communication Analysis Continued)
- Channel Analysis
- Used to determine methods of communication to target population
- Ask these questions:
- Where is the target most easily reached?
- How do they receive most information?
- What is the preferred communication method?
- Let’s think about young males aged 12-17 y.o. and apply
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Step 4: Implementation
- Use social marketing principles and intervention strategies (plan of action & activity)
- Create messages (Cervical Cancer awareness)
- Select settings and channels (interpersonal, small group, organizational, mass media, community, technology)
- Communication media (print material, films, counseling)
- Pg. 89 text
- Message Design
- Quality – does it appeal to emotion
- Source – credibility
- Internal (attitudes, values)and external factors (social norms, laws, social support)
Health Communication Campaign
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Step 5: Evaluation and Reorientation
- Summative evaluation
- Evaluation of campaign outcomes
- Conducted to determine the relative success of the campaign
- Did the campaign achieve its’ goals?
- Process evaluation
- Used to assess activities and identify areas for improvement and fine-tuning
- Can we involve larger social systems?
- Business organizations
- Government agencies
Health Communication Campaign
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Most common type of barriers
- Limited or no audience input
- Lack of audience feedback and lack of pre-testing
- Lack of resources
- Maximize the long-term impact
- Empower target population
- Gain personal involvement for implementation and managing campaign
- Creates increased “stake” in overall goals and become normalized into the culture of the area
Health Communication
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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- Conclusion: Use several community strategies
- Five Common Strategies
- Health communication
- Policy
- Engineering
- Health services
- Community mobilization
Health Communication
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
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Campaign Print Examples
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CDC PSA – Gynecologic Cancers:
Activity
- Visit the CDC Gateway to Health Communication & Social Marketing Practice:
- Select a campaign
- Apply to framework on the handout provided
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