1 / 25

Health Marketing, Health Communication, and the New CDC

Health Marketing, Health Communication, and the New CDC. Doğan Eroğlu , PhD Acting Associate Director for Marketing & Communication Science National Center for Health Marketing Coordinating Center for Health Information and Service. Presentation flow. Our thinking Our environment

anisa
Download Presentation

Health Marketing, Health Communication, and the New CDC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Health Marketing, Health Communication, and the New CDC Doğan Eroğlu, PhD Acting Associate Director for Marketing & Communication Science National Center for Health Marketing Coordinating Center for Health Information and Service

  2. Presentation flow • Our thinking • Our environment • Our goals • Our priorities • Our products and services • Our next steps

  3. Health Marketing • Creating, communicating, and delivering health information and interventions (i.e., CDC’s products) using customer-centered and science-based strategies to protect and promote the health of diverse populations. • Centers for Disease Control and Prevention, 2005

  4. CDC Health Marketing Model Audience research, Formative research, Public engagement, Partner engagement Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: Health profs Partners Translating research to practice (B2B), Health communication and marketing (DTC)

  5. NCHM 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.

  6. NCHM Mission To protect and promote health and advance CDC’s goals through innovative health marketing programs, products, and services that are customer-centered, high-impact, and science-based.

  7. The New CDC Alliances Channels Stakeholders Partners Faith & Community Public Health Systems and Communities Business Education Health Care Delivery FederalAgencies Coordinating Center for Health Information and Service National Center for Health Marketing National Center for Public Health Informatics National Center for Health Statistics Coordinating Center for Environmental Health and Injury Prevention NCEH/ATSDR, NCIPC Coordinating Center for Infectious Diseases NCIRD, NCHHSTP, NCZVED, NCPDCID Coordinating Center for Health Promotion NCCDPHP, NCBDDD, Genomics Coordinating Office for Global Health Coordinating Office of Terrorism Preparedness & Emergency Response Executive Leadership Team Management Council Executive Board Office of Strategy and Innovation Office of the Chief of Science Office of the Chief of Public Health Practice Office of Enterprise Communication Office of the Chief Operating Officer Office of the Chief of Staff Director Office of Workforce and Career Development CDC Washington Office

  8. National Center for Health Marketing Division of Creative Services NCHM Office of theDirector Senior HealthComm. Staff inNational Centers Division of E-Health Marketing Division ofHealth Comm. &Marketing Division ofHealth InformationDissemination Division of Partnerships & Strategic Alliances

  9. NCHM Goals • Improve health marketing and communication throughout CDC • Support strong communication and marketing capacity “near the science” • Only “centralize” health marketing and communication services that add value and increase efficiencies

  10. CDC Health Marketing Model Strategic Mapping: 2007-2012 Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: Health profs Partners 1. Integrated customer research and engagement capacity 2. Integrated marketing to professionals (translation) and the public (retail) 3. Tailored marketing plans to CDC and CIO goals, priorities, brands

  11. NCHM Priorities • Improved partnership engagement • Innovative electronic communications • Centers of Excellence • Other priority activities

  12. Partnerships and Strategic Alliances • Point of contact for cross-cutting partners • Agency-wide partnership support • Partner-relations tools and consultations • Planning, outreach, and collaboration with traditional and new partnerships • Excellence in Partnership Committee

  13. Innovative Electronic Communication Vision: Safer, healthier, longer lives through CDC’s interactive, electronic health information and interventions

  14. Centers of Excellence in Health Marketing and Health Communication • University of Georgia • University of Connecticut • University of Washington

  15. University of Georgia • Focused on poverty and poor audiences • Smoking • Explores how poor and near poor adolescents process smoking messages • Genetics Study • Explores lay understanding of genetic information in poor and near poor audiences • Multiple Risk Factors • Assesses individuals’ responses to risk messages across multiple risk behavior

  16. University of Connecticut • Focused on entertainment education • Place-Based Social Marketing to Prevent Party Drug Use among Urban Youth • Targeted to 14-20 year olds • work with local hip-hop artists to promote no/low-level drug use • HIV/STD Prevention Need of Out of School Emerging Adults Using a Video Game • Development of an interactive video game for 18-26 year olds • Depicts complexities of life with HIV

  17. University of Washington • Focus on intermediaries – workplace and EMS responders • Marketing Workplace Chronic Disease Prevention • Evidence-based health promotion recommendations in workplaces • Marketing and Tailoring Hypertension Control via 911 Responders • Train EMS personnel to communicate the importance of non-emergency medical attention related to HBP

  18. Clear and Cultural Communication • CCC Goal: • To produce science-based health messages that are accessible, understandable, and relevant to their intended audiences • CCC Functions: • Multilingual Translation • Cultural Communication • Health Literacy

  19. NCHM Signature Products

  20. CDC Health Marketing Model PHIRE HAN 800-CDC-INFO www.CDC.gov Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: Health profs Partners NCHM HCSOs Campaigns CDC-TV

  21. CDC and Public Health Emergencies • Director’s Emergency Operations Center (DEOC) • Emergency Communication System (ECS) • Partnership Desk in the DEOC

  22. Pandemic Flu Risk Communication • Collaboration with DHHS/ASPA • Leadership with all CDC • Pandemic Influenza Communication System • CDC Emergency Communication System • Launching projects to build capacity: • Electronic communication networks • Message maps, materials, translations • TV, PSA, website production

  23. NCHM Future Initiatives • Alignment of current and future projects to results of NCHM strategic mapping • Health marketing and health communication network (organizations, individuals) • Health Communication, Marketing, and Media Conference (August 2007)

  24. NCHM Future Initiatives • Translation/diffusion of CDC science and programs • Development of workforce competencies • “Marketing health marketing”

  25. Thank you! www.cdc.gov/healthmarketing DEroglu@cdc.gov

More Related