Download - Health marketing + communication
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Health communication
and
Health marketing
Mark IV Medical Communications LLC.
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Communication is commonly defined as "theimparting or interchange of thought, opinion,or information by speech, writing, or signs..
to reach a common understanding of the topic.
OR
"a process by which information is exchanged
between individuals through a common systemof symbols, signs, or behavior.
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Health communication is a key strategy toinform the public about health concernsand to maintain important health issues on
the public agenda. ...
The study and use of communication
strategies to inform and influenceindividual and community decisions thatenhance health.
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Communication by presenting information through Visual form.
Uses text, Images, Graphs, Video, Animations.
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Quintilian, A.D. 35-95
One should not aim at beingpossible to understand, but atbeing impossible to
misunderstand
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Health marketing is defined ascreating, communication and delivering
health information and interventionsusing customer-centered and sciencebased strategies to protect andpromote the health of diversepopulations.
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Set your Goals
Define your Target Audience
Choose your Media
Design an effective message
Pretest your product
Implement effectively
Feedback and Improve
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Goal setting
Supportive of the health programs goals
Realistic and reasonable
measurable Prioritized, to direct the allocation of
resources
Specific to the change desired and thepopulation to be affected
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Define Target audience
Segmentation
Study their behavior
Determine best media mix to reach them Determine the channels to reach them
Interpersonal,
Community based,
Mass media channels
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Many are lost / discarded,
expensive to produce and
distribute large quantities
Helps reinforce verbal
message, may raise
awareness
Booklets/ Leaflets1
Live performances may not
be cost effective
Family media, usually
entertaining
Traditional dramas/
songs4
Expensive, requires expert
assistance for creating
Popular, can reach large
audiences and initiatediscussions
Film/ Video3
Message maybe too short
for effective impact, may
not last long
Good for visual and very
short messagesPosters2
DisadvantagesAdvantagesMediaS.no.
Mark IV Medical Communications LLC.
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Design Message effectively
Select key messages to be delivered.
Focus on Barriers to behavior change.
Determine literacy level of segment.
Develop a Communication StrategyStatement (Creative Brief).
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Principles for effectivepublic health communication
Know Your Audience.
Focus on the Right Objective.
Determine What Information Is ofGreatest Value.
Convey Simple, Clear Messages, ManyTimes, through Many Sources.
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Positive emotional appealsshow the benefits intended audience members will gain when they take the action
portrayed in the message. The messages that present a major benefit butdo not address any drawbacks tend to be most appropriate whenintended audience members are already in favor of an idea or practice.
Humorous appealsGenerally work for simple messages, especially if most competingcommunication is not humorous. The humor should be appropriate forthe health issue and convey the main message.
Threat (or fear) appealsInclude: A compelling threat of physical or social harm Evidence thatthe intended audience is personally vulnerable to the threat Solutionsthat are both easy to perform (i.e., intended audience members believethey have the ability to take the action) and effective (i.e., taking theaction will eliminate the threat)
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Language structure
:
Use common, everyday words Use "you" and other personal pronouns Avoid using undefined technical terms
Use positive (rather than negative) words Avoid long strings of nouns Use active voice Use action verbs Use the present tense Be direct Avoid using unnecessary exceptions
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Use minimum 12 font size.
Keep bulleted items no longer than 5 to 7 items
Use an average of 15- 25 words per sentence
Use graphics and design to make the readers jobeasier and to increase comprehension and recall
Use Serif fonts (with legs) for paragraphs and textblocks and sans serif fonts (without legs) forHeadings/Subheadings.
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Training materials
Flip charts
Pamphlets
Brochures
Posters
Games
Comics
Animation movies
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Social health marketing as CorporateSocialResponsibility
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Films watched
Books published Books borrowed
Cable subscriptions
A presentation of statistical data in geographical distribution on a map
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Televisions in UseWeekly newspapers
Internet Users 2002Personal computers
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Written by-
Dr. Neelesh Bhandari
M.D (Path), PGP Human Rights
Advisor (Medical Communications)
Mark IV Medical Communications.
http://tinyurl.com/drneelesh
Mark IV Medical Communications LLC.
http://neeleshbhandari.blogspot.com/http://tinyurl.com/drneeleshhttp://www.markivmedical.com/http://tinyurl.com/drneeleshhttp://tinyurl.com/drneeleshhttp://neeleshbhandari.blogspot.com/http://neeleshbhandari.blogspot.com/ -
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Pfizer Clear Health communication Initiative
Pink Book - Making Health Communication
Programs Work