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Jay M. Bernhardt, PhD, MPH National Center for Health Marketing

Promoting Prevention through Health Communication, Marketing, and Media: The Power of Public Health 2.0. Jay M. Bernhardt, PhD, MPH National Center for Health Marketing Centers for Disease Control and Prevention Research Forum – San Juan, Puerto Rico April 3, 2009.

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Jay M. Bernhardt, PhD, MPH National Center for Health Marketing

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  1. Promoting Prevention through Health Communication, Marketing, and Media: The Power of Public Health 2.0 Jay M. Bernhardt, PhD, MPH National Center for Health Marketing Centers for Disease Control and Prevention Research Forum – San Juan, Puerto Rico April 3, 2009

  2. Centers for Disease Control and Prevention • Vision: Healthy people in a healthy world – through prevention. • Mission: To promote health and quality of life by preventing and controlling disease, injury, and disability.  • Strategy: Health Protection and Health Equity

  3. National Center for Health Marketing • Vision: A world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities. • Strategy: Customer Centricity and Engagement

  4. What is Health Marketing? • An organizational function and a set of scientific processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that protect and promote the health of diverse populations1 • Multi-disciplinary area of practice informed by health communication, social marketing, interactive media, and behavioral sciences 1. Adapted from the American Marketing Association, 2005.

  5. CDC’s Diverse Customers • “The Public” Domestic & Global • 300+ million Americans • Populations in 50+ countries • Health Professionals & Partners • 1000+ Health Departments • 1000+ Partner Organizations

  6. Health Marketing Paradigm Partner and Public Engagement ProductCreation: Research & Discovery Evidence- Based Products “The Public” Patients Individuals Institutions Industries Organizations Policymakers Health professionals Partners Providers Translation & Dissemination Marketing and Distribution Activities

  7. Major Gaps in Health Translation • About 50% recommended healthcare practices are implemented • Less than 50% for prevention and behavior change interventions • What percentage of health communication programs use evidence based practice? • Targeting? Tailoring? Risk Communication?Cultural Communication? Audience Data? Glasgow & Emmons (2007) Annual Review of Public Health

  8. Translating Research to Practice • Completing studies • Disseminating results • Knowledge synthesis • Actionable knowledge • Transfer and distribution • Adoption decision • Practice integration • Implementation • Maintenance Researchers’ Job Whose job is this? Practitioners’ Job

  9. Lessons from the Experts Coca-Cola should always be “within an arm’s reach of desire.” – Robert Woodruff Source: Coca-cola website image library

  10. “The fundamental gap in successfully disseminating and implementing evidence-based public health programs is the near total absence of system infrastructure to carry out customer-centered marketing and distribution.”- Kreuter & Bernhardt (AJPH, in press)

  11. Historical Political Social Economic Scientific Cultural Organizational Interactions Barriers to Effective Translation Glasgow & Emmons (2007) Annual Review of Public Health

  12. Researcher Based Barriers • Study design and implementation • Intervention characteristics • Target settings • Research or evaluation design • Interactions among these 3 • Other barriers • Dissemination channels and content • Not “practitioner centric” Glasgow & Emmons (2007) Annual Review of Public Health

  13. Addressing Researcher Based Barriers • Community based participatory research (CBPR) • Practice centered dissemination/translation (PCDT) • Researches should use “practitioner centered” strategies for translation and dissemination of findings • Funding agencies should require translation • Universities should reward translation activities

  14. Evidence Based Barriers • Few meta-analyses or research syntheses • Evidence base is not organized • Recommendations not easily accessible • Review articles and books not accessed • Training disparities between researchers and practitioners, especially in small orgs. • Not “packaged” for easy implementation

  15. Addressing Evidence Base Barriers • Conduct more research syntheses • Develop more practice guidelines • Establish science translation networks

  16. Practitioner Based Barriers • Limited time • Limited resources • Insufficient training • Lack of evaluation • Lack of incentives • Inadequate infrastructure • Inadequate systems Glasgow, Lichtenstein & Marcus (AJPH, 2003)

  17. Addressing Practitioner Based Barriers • Policies and procedures to ensure science and evidence-based practice (clearance) • Increased support for extramural research • Increased engagement with researchers

  18. Other Barriers • Public health culture emphasizes and rewards surveillance over intervention • Limited oversight and policies mandating science and evidence-based practice • Limited engagement between researchers and practitioners • Communication and marketing still viewed by many as a “skill” more than a “science”

  19. Addressing Other Barriers • Increase awareness and support for health communication and marketing science • Increase connectivity among health communication researchers & practitioners • E.g., Partnerships between NCI and NCHM • Increase funded translation and dissemination research opportunities “Customer-Centered Dissemination Systems”

  20. Health Marketing Paradigm Partner and Public Engagement ProductCreation: Research & Discovery Evidence- Based Products “The Public” Patients Individuals Institutions Industries Organizations Policymakers Health professionals Partners Providers Translation & Dissemination Marketing and Distribution Activities

  21. http://www.curcuitcity.com

  22. http://www.paintmyweb.com/images/web-logos.jpg

  23. Effective Public Health Means… • Providing evidence-based health information, interventions, and products when, where, and how people need them to inform healthy decisions • Customer-Centered Prevention

  24. Health Information and the Public • Physicians most trusted health info source, but internet is the most frequently visited • Hesse et al. (2005) • 9 out of 10 people do not trust advertising;9 out of 10 people buy on the basis of peer input • Forrester Research (2008) • Traditional media are among the most trusted sources of information, but… Social media are increasingly viewed as trusted sources. • Edelman (2008)

  25. Traditional Media (vertical) Most trusted = People Like Me - Edelman trust barometer Social Media (horizontal) Aim for the“Sweet Spot”

  26. Today’s Consumer Decisions

  27. Today’s TV

  28. Today’s “News”

  29. Moving CDC from 1.0 to 2.0

  30. Social Media for Health Promotion

  31. Blogs & Webinars Streaming Media

  32. Virtual Worlds: Second Life

  33. 1-800-CDC-INFO Mobile Health Promotion

  34. Integrated Health Marketing Campaign: Seasonal Influenza Vaccination (2007 – 2009)

  35. Barriers to Effective Health Communication and Marketing

  36. Health Equity “The toxic combination of bad policies, economics, and politics is, in large measure, responsible for the fact that a majority of people in the world do not enjoy the good health that is biologically possible.” • Dr. William Foege and Dr. David Satcher Former CDC Directors

  37. North Carolina Institute of Medicine Health Literacy • Only 12% of US adults have “proficient health literacy.” • 14% of US adults (30 million people) have “below basic health literacy.” • More likely to report poor health (42%) • More likely to lack health insurance (28%)

  38. Digital Divide • Gap between those with “access” and those without 49% of people have few technological assets: • Many over the age of 70 • Many with disabilities • < high school education • Literacy issues Pew Internet & American Life Project

  39. Health Marketing Research Gaps • Improving the effective translation of evidence-based research to practice • Including CDC’s health communication • Improving health information and intervention access (health literacy) • Improving the evidence-base for population-level eHealth interventions • Focus on underserved and vulnerable pops. • Focus on social media and mobile media

  40. Credit: Brittanica.com Change Happens… For time and the world don’t stand still. Change is the law of life. And those who look only to the past or present are certain to miss the future. • John F. Kennedy

  41. Gracias from the National Center for Health Marketing. www.cdc.gov/healthmarketing jbernhardt@cdc.gov

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