1 Designing Effective Printed Educational Materials

2 Designing Effective Printed Educational Materials: Objectives l Identify the principles of effective and persuasive educational materials. l Evaluate the feasibility and potential impact of existing educational materials. l Design simple but effective educational materials targeting specific drug utilization problems.

Designing Effective Printed Educational Materials 3 Principles of Persuasive Print Materials Understand the reasons for prescribing or patient choiceUnderstand the reasons for prescribing or patient choice Be oriented toward decisions and actionsBe oriented toward decisions and actions Emphasize a few key messagesEmphasize a few key messages Capture attentions with headlinesCapture attentions with headlines Use visually appealing illustrationsUse visually appealing illustrations Use brief & simple textUse brief & simple text Repeat important messagesRepeat important messages Have respected sponsorsHave respected sponsors

Designing Effective Printed Educational Materials 4 1. Understand the Reasons for Prescribing Understand motivations for incorrect prescribing or consumer use BEFORE designing educational materials.Understand motivations for incorrect prescribing or consumer use BEFORE designing educational materials. Use qualitative techniques to discover these motivations.Use qualitative techniques to discover these motivations.

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8 2. Be Oriented Toward Decisions and Actions Interventions are designed to change behavior, not to increase knowledge.Interventions are designed to change behavior, not to increase knowledge. Orientation to decision and action is critical.Orientation to decision and action is critical. Should emphasize what prescribers or patients SHOULD DO or SHOULD NOT DO for particular health problems.Should emphasize what prescribers or patients SHOULD DO or SHOULD NOT DO for particular health problems.

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Designing Effective Printed Educational Materials Emphasize a Few Key Messages People have no time to read.People have no time to read. Only 4 points or recommendations in each printed material.Only 4 points or recommendations in each printed material. Include:Include: – The behavior you wish to promote – The behavior you wish to extinguish – Key pieces of information

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Designing Effective Printed Educational Materials 14

Designing Effective Printed Educational Materials Capture Attention with Headlines Capture the interest of the reader.Capture the interest of the reader. Make the reader want to read the rest of the text.Make the reader want to read the rest of the text. Use a large, attractive font.Use a large, attractive font.

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Designing Effective Printed Educational Materials Use Visually Appealing Illustrations Awaken interestAwaken interest Tell a storyTell a story Show behavior to be promoted or extinguished.Show behavior to be promoted or extinguished.

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Designing Effective Printed Educational Materials Use Brief & Simple Text Text should be easy to understand.Text should be easy to understand. Pilot-test!Pilot-test! Must be culturally acceptable.Must be culturally acceptable. Avoid scientific terms.Avoid scientific terms.

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Designing Effective Printed Educational Materials Repetition Foundation of advertising and communicationFoundation of advertising and communication Increases memory and learning !Increases memory and learning ! Include key message in headline, content and conclusionInclude key message in headline, content and conclusion

Designing Effective Printed Educational Materials Credibility Respected sponsors increase credibility.Respected sponsors increase credibility. Readers understand where the material comes from.Readers understand where the material comes from. Logos can also increase credibility.Logos can also increase credibility. Refer to valid scientific evidence.Refer to valid scientific evidence.

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Designing Effective Printed Educational Materials Relevance and Involvement Produce materials relevant to the userProduce materials relevant to the user Involve local expertsInvolve local experts Investigate what prescibers want information aboutInvestigate what prescibers want information about Collaboration leads to wide-scale disseminationCollaboration leads to wide-scale dissemination

Designing Effective Printed Educational Materials Principles of Public Educational Materials Always pretest materialsAlways pretest materials Simplify illustrationsSimplify illustrations Use clues (clothing, activities) that the audience can relate toUse clues (clothing, activities) that the audience can relate to Draw people as they areDraw people as they are Keep to scale and contextKeep to scale and context

Designing Effective Printed Educational Materials 30 Principles of Public Educational Materials - 2 Check your colorsCheck your colors Be careful with symbolsBe careful with symbols Give a positive message if possibleGive a positive message if possible Make sure people can see the pointMake sure people can see the point Limit the number of conceptsLimit the number of concepts

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39 Does your patient have dysentery? Don’t give antibiotic injections! Oral antibiotics are safer and more effective! Produced by BU Rational Drug Use Foundation

Designing Effective Printed Educational Materials 40 Activity One Review of Printed MaterialsReview of Printed Materials

Designing Effective Printed Educational Materials 41 Activity Two Production of Educational MaterialsProduction of Educational Materials