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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
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EVIDENCE-BASED HEALTH COMMUNICATION
AGENDA
• What is health communication?
• An approach to problem solving
• Three cases of health communication practice and research
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WHAT ISHEALTH
COMMUNICATION
Health communication is the science
and art of using communication to
advance the health and well-being of
people and populations.
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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
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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?
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EVIDENCE-BASED HEALTH COMMUNICATION
A CHANGE IN APPROACH
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EVIDENCE-BASED HEALTH COMMUNICATION
THE MESSAGE DESIGN “PROCESS”
Research
Insight
Strategy
Tactics
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EVIDENCE-BASED HEALTH COMMUNICATION8
FRAMING YOUR PROBLEM
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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
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EVIDENCE-BASED HEALTH COMMUNICATION
SINGLE MOST IMPORTANT THING
GO
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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
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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
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EVIDENCE-BASED HEALTH COMMUNICATION
FATHER’S PLAYBOOK: WEB
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EVIDENCE-BASED HEALTH COMMUNICATION
FATHER’S PLAYBOOK: WEB
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EVIDENCE-BASED HEALTH COMMUNICATION
FATHER’S PLAYBOOK: MOBILE
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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
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EVIDENCE-BASED HEALTH COMMUNICATION
BRAND AND MATERIALS
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EVIDENCE-BASED HEALTH COMMUNICATION
HEALTH COMMUNICATION TOOLKIT
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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
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EVIDENCE-BASED HEALTH COMMUNICATION
TEXAS PRESCRIPTION MONITORING PROGRAM
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EVIDENCE-BASED HEALTH COMMUNICATION
TEXAS PRESCRIPTION MONITORING PROGRAM
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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
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EVIDENCE-BASED HEALTH COMMUNICATION
MICHAEL MACKERT, PH.D.Director, UT Center for Health [email protected] | @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