Communicating Harm and Benefits to Vulnerable Populations

1. Communicating Harm and Benefits to Vulnerable Populations Gary L. Kreps, Ph.D. Mandell Professor of Health Communication and Chair Department of Communication George Mason University gkreps@gmu.edu

2. Vulnerable populations in need of relevant health information • Elderly • Socio-economically deprived • Minorities • Health literacy challenged • Non-native English speakers • Pts w serious/chronic diseases • Disabled (physical/mental) • Others?

3. Cultural issues influencing effective health communication • Beliefs, values, norms, & expectations • Language skills and orientations • Health literacy levels • Motivation to seek health information • Media use patterns

4. The best message strategies for diverse populations • Adapting messages to audiences • Message testing and refinement • Multiple message strategies • Illustrating concepts • Tailoring messages to individuals

5. The most effective communication channels for key populations • Close, familiar, & easily accessible • Easy to use • Dramatic and memorable • Accessible over time • Retains health information • Interactive

6. The best sources of relevant health information • Credible sources • Familiar sources • Expert sources • Peer communication

7. Assessing how well consumers understand health information • Baseline measures • Feedback mechanisms • Refining health messages

8. Policies & Practices for Guiding Health Communication With Diverse Audiences • Evidence-based health communication • Culturally sensitive communication • Community participation • Communication technologies • Training for providers/consumers

9. Lessons Learned: • Involve and empower at-risk consumers • Develop inter-organizational partnerships • Provide appropriate training and support • Design culturally appropriate materials • Focus on the family and the community • Provide consumers with choices