Post on 23-Jul-2020
MICHAEL MACKERT, PH.D.Director, UT Center For Health CommunicationProfessor, UT Stan Richards School of Advertising & Public Relations
Professor, UT Department of Population Health
HEALTH COMMUNICATION:BETTER MESSAGES TO CHANGE BEHAVIOR WORKSHOP
EVIDENCE-BASED HEALTH COMMUNICATION
AGENDA
• What is health communication?
• An approach to problem solving
• Three cases of health communication practice and research
WHAT ISHEALTH
COMMUNICATION
Health communication is the science
and art of using communication to
advance the health and well-being of
people and populations.
EVIDENCE-BASED HEALTH COMMUNICATION
Our people have broad and deep communication expertise that allows our Center to lead the creation of evidence-based health communication scholarship, education, and practice.
Our interdisciplinary group of scholars embraces opportunities to use communication to improve the health of people around the globe.
OURMISSION
Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.
-Abraham Lincoln
HOW DO WE THINK
ABOUT SOLVING
PROBLEMS?
EVIDENCE-BASED HEALTH COMMUNICATION
A CHANGE IN APPROACH
EVIDENCE-BASED HEALTH COMMUNICATION
THE MESSAGE DESIGN “PROCESS”
Research
Insight
Strategy
Tactics
EVIDENCE-BASED HEALTH COMMUNICATION8
FRAMING YOUR PROBLEM
EVIDENCE-BASED HEALTH COMMUNICATION
PERSONAS
Target audience: Members of sororities on the UT-Austin campus who are 18-22 years old who use tanning beds
EVIDENCE-BASED HEALTH COMMUNICATION
SINGLE MOST IMPORTANT THING
GO
Your audience is one single reader. I have found that sometimes it helps to pick out one
person – a real person you know, or an imagined person – and write to that one.
-John Steinbeck
ENGAGING HEALTH
COMMUNICATION IN
RESEARCH AND PRACTICE
EVIDENCE-BASED HEALTH COMMUNICATION
Father’s Playbook• Develop content for (potentially low health literate) dads-to-be to help them prepare for the
arrival of their child
• Targeting a “non-traditional” audience requires formative research and ample pilot testing
• Think about both content and style
EVIDENCE-BASED HEALTH COMMUNICATION
FATHER’S PLAYBOOK: WEB
EVIDENCE-BASED HEALTH COMMUNICATION
FATHER’S PLAYBOOK: WEB
EVIDENCE-BASED HEALTH COMMUNICATION
FATHER’S PLAYBOOK: MOBILE
EVIDENCE-BASED HEALTH COMMUNICATION
√ Tobacco-Free• Simple visual identity
• Can relate to prevention, cessation, and policy
• Focus on benefits ranging from physical to social to financial
• Lets each campus implement the idea in ways that make sense locally
EVIDENCE-BASED HEALTH COMMUNICATION
BRAND AND MATERIALS
EVIDENCE-BASED HEALTH COMMUNICATION
HEALTH COMMUNICATION TOOLKIT
EVIDENCE-BASED HEALTH COMMUNICATION
TEXAS PRESCRIPTION MONITORING PROGRAM (PMP)
• Part of the statewide response to the opioid epidemic
• Texas PMP is a tool for prescribers to make the appropriate prescribing decision
• Use by prescribers is currently optional
EVIDENCE-BASED HEALTH COMMUNICATION
TEXAS PRESCRIPTION MONITORING PROGRAM
EVIDENCE-BASED HEALTH COMMUNICATION
TEXAS PRESCRIPTION MONITORING PROGRAM
EVIDENCE-BASED HEALTH COMMUNICATION
AN APPROACH THAT WORKS
ACROSS HEALTH CONTEXTS
• Better health communication comes from insights into what drives behavior
• Focus on changing health behavior and outcomes
• Lessons learned in one health context can be useful in other settings
EVIDENCE-BASED HEALTH COMMUNICATION
MICHAEL MACKERT, PH.D.Director, UT Center for Health Communicationmackert@utexas.edu | @mackert | @UThealthcomm | UThealthcomm.org
If the highest aim of a captain were to preserve his ship, he would keep it in port forever.-Thomas Aquinas