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7.1 CHES: Section VII, Area VII of Responsibility, Communicate, Promote, and Advocate for Health 7.1

Terms in this set (26)

How can HES perform employ Area VII of Responsibility duties in a school setting?
-utilizing the Whole School, Whole Community, Whole Child (WSCC) model
-consider multiple values systems by parents
-HES can also advocate for students', and/or faculty members' health by creating school health councils or teaching advocacy skills in the curriculum
Advocacy
"the process of influencing outcomes such as policy decisions in organizations by taking into consideration how the political, economic, social systems impact people's lives" (World Health Organization [WHO], 2010)
Health communication
informs and influences practices, behaviors, or policies in an effort to improve individual or community health
Health literacy
the degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions
lobbying
any attempt to influence specific legislation according to federal law
lobbyist
-a person who tries to influence legislation on behalf of a special interest
Persuasive communication
tailored health-related messages to meet the audience needs, and persuade them to adopt health attitudes and behaviors
Policies
sets of rules and objectives to guide activities
Social marketing
using marketing principles in planning, implementation, and evaluation of health education programs designed to bring about SOCIAL CHANGE.

The ultimate objective of marketing is to influence action
Consumers seek information about what?[7.1.1 Create messages using communication theories and/or models]
health information - disease treatment, disease prevention, and health promotion

-learn as much as you can about the target audience
Public perceptions about health-related messages are influenced by the following characteristics:
-ease of solution and immediate results
-perceived susceptibility
-personal beliefs
Health communications should represent an _____________________________ perspective and foster ____________________ strategies, such as tailored messages at the __________________ level,
targeted messages at the _________________ level,
social marketing at the __________________________ level,
media advocacy at the __________________ level,
and mass media campaigns at the _______________ level.
Health communications should represent an ECOLOGICAL perspective and foster MULTILEVEL strategies, such as tailored messages at the INDIVIDUAL level,

targeted messages at the GROUP level,

social marketing at the COMMUNITY level,

media advocacy at the POLICY level,

and mass media campaigns at the POPULATION level.
Elaboration Likelihood Model (ELM)
a model of persuasion maintaining that there are two different routes to persuasion: the central route and the peripheral route

-finding out how much an audience cares is helpful
-a person who feels directly impacted by a topic will be more likely to pay attention to a message and want details

-person who is not engaged will need peripheral stimuli (e.g., images) to grab their attention
suggestions for HES creating messages according to Information Processing Theory
keep communications simple
include no more than 2-3 main messages
break information into small chunks
Social marketing model
-4 Ps
-Product: health behavior, program, or idea
-Price: financial, physical, psychological, time
-Place: How and where learning will take place
-Promotion: approach used to reach the audience
-* Partners: mobilizing resources by working with other organizations
[7.1.2 Identify level of literacy of intended audience]
-literacy and health literacy are not the same thing but are related
-9 out of 10 adults have limited health literacy adults
-half or adults struggle with basic reading skills
-use plain language: short sentences, definition for medical/technical terms, supplement with other materials like videos or pictures (Plain Language Action and Information Network, 2014)
-use readability formulas like SMOG, Fry Readability formula, or Flesch-Kincaid readability tests to evaluate the reading grade level of a text
***readability formula= often inaccurate and can't predict how well intended audience will understand the material
In verbal communication, HES should...
-speak slowly
-focus on and repeat key messages
-explain things in plain language (i.e., avoid jargon)
-avoid using statistics
-allow time for questions
-use the "teach back" technique = individuals have chance to show their understanding
-use other communication materials or strategies to compliment the interaction
numeracy
the ability to understand and work with numbers

can affect healthcare decisions as well

-help by:
a. using few health statistics, reducing need for inferences and calculations
b. use visual cues or displays to show numbers
c. one idea at a time
d. analogies
e. physical items to represent quantity (e.g., fist = serving size for fruits)
f. use stories
[7.1.3 Tailor messages for intended audience]
-understand characteristics (i.e., SES, sex, age, geographical location, health status, health-related knowledge, and literacy skills) and consider trusted sources of information of intended audience
Psychographics
more complex variables that describe individuals such as personalities, lifestyles, attitudes, and interests
[7.1.6 Assess and select methods and technologies used to deliver messages]
-consider message: complex? embarrassing? time sensitive?
-consider audience: online? smartphone or computer? where do they go for health information?
Table 7.1, Communication Channels and Activities: Pros and Cons, 210-212
...
Prior to campaign material distribution and promotion, HES should remember to...
-carefully define the market
-segment the market
-analyze the segments
-choose a target market with shared consumer preferences
[7.1.7 Deliver messages using media and communication strategies]
-use process evaluation to track message and material delivery (e.g., quantities distributed, # of special events held, # of website visits, or phone inquiries)
[7.1.8 Evaluate the impact of the delivered messages]
-measures for communication = change in knowledge, attitude, and behavior

-Metrics to evaluate impact of message:
a. Reach (i.e., # of ppl exposed to message)
b. Recall (how well ppl remember seeing or hearing the message)
c. Traffic driven to a Website (# of unique visitors or hits)
d. user interactions on social media (likes or retweet count)
e. Changes in behavior (e.g., # of ppl getting flu shot)
f. Changes in attitudes or beliefs (e.g., # of ppl who believe flu shot will help protect them from the flu)
simplest evaluation design ; cons, if any?
pre (before) and post (after) measurement BUT it doesn't account for influence of external factors
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