HEALTH COMMUNICATION AND PROVIDER BEHAVIOR CHANGE Jennifer Nichols, MPH Advisory Committee on Breast Cancer in Young Women April 19, 2012

HEALTH COMMUNICATION & SOCIAL MARKETING REACHING THE HCP AUDIENCE

WHAT HEALTH COMMUNICATIONS CAN DO Increase the intended audience’s knowledge and awareness of a health issue, problem, or solution Influence perceptions, beliefs, and attitudes that may change norms Prompt action Reinforce knowledge, attitudes, or behavior Show the benefit of behavior change Refute myths and misconceptions

HEALTH COMMUNICATION CYCLE

WHAT CAMPAIGN PLANNING LOOKS LIKE Strategic CommunicationsPhase of planning ListenIdentify health issue & general audience; conduct environmental scan, background and secondary research PlanGoals, objectives setting, theory, audience segmentation StructureStrategies & messaging PretestFormative research with key audiences; restructure as needed ImplementTactics, work plan, campaign ListenProcess evaluation Plan….Redesign product and promotion

COMMUNICATIONS PLANNING PARAGRAPH Our communication activities are trying to reach _____ and encourage them to ____. We will achieve this by influencing their _____, _____, and ______. We will connect to them through _____, _____, and _____. We will work with ____, and _____ to reach the audience. When the activities have been implemented, the powers that be want to be able to say that this outreach has __________.

NOT JUST A PSA OR A BROCHURE Tactics are the “what” of what we do. –Advertising –Curriculum –Digital tools: websites, SEO –Education/Curriculum –Guerilla marketing/Word of Mouth marketing –Materials: brochures, pamphlets, posters, palm cards –Media Relations –Partnerships –PR –Social Media engagement –Spokespeople identification, training, and use

LISTENING TO THE AUDIENCE: HEALTH CARE PROFESSIONALS

HCPS & HEALTH INFORMATION 83% of physicians surveyed are aware of health- related info offered by CDC. –93.2% of pediatricians –81% of PCPs Only 23% of HCPs use the CDC as a primary source of information for breaking news on health

WHERE HCPS OBTAIN PATIENT HEALTH INFORMATION

SOURCES FOR PATIENT INFO: TRUST V. USE

At least half of patients have difficulty understanding health information provided

At least half of patients look to HCP to tell them everything they need to know about their health

SOME MORE HCP INFO 84% of PCPs are concerned about the health information patients find on the internet. Most popular methods for continuing medical education: –Medical journals: 64% use often-always –Internet: 59% use often-always

CAMPAIGNS FOR HCPS EXAMPLES

Learn the Signs. Act Early.

From Vision to Collaboration

Learn the Signs. Act Early. Curriculum 7 cases Written by 23 authors Reviewed by 17 expert developmental- behavioral pediatricians Featuring: –33 handouts –27 videos

Learn the Signs. Act Early. Curriculum Modules

Learn the Signs. Act Early. Facilitator Guide Designed for in-class, resident-driven learning Facilitator Kit includes: –Facilitator’s guide –Case narratives –Handouts –PowerPoint presentations

Learn the Signs. Act Early. Sample from Facilitation Guide

HEALTH-CARE PROVIDER OUTREACH CDC’S ACT AGAINST AIDS

FOUNDATION FOR OUTREACH MMWR Revised Recommendations for HIV Testing of Adults, Adolescents, and Pregnant Women in Health-Care Settings

PHYSICIANS PLAY A CRUCIAL ROLE IN HIV TESTING Approximately 53% of HIV tests are performed by private physicians or HMOs, and of those, approximately 17% are positive 27% of Americans who have never been tested for HIV, stated that their physician had never recommended testing

CDC’S HIV SCREENING. STANDARD CARE. Target Audience: Primary Care Physicians Launched June 2010 Materials for patients & providers Annotated Guide to CDC Recommendations Resource Guide AMA/AAHIVM CPT Coding Guide ACP Guidance Statements National HIV/AIDS Clinicians’ Consultation Center Flyer

MEDICAL ASSOCIATION STAKEHOLDERS

CLINICAL WORKGROUP MEMBERS

SUCCESSFUL COMMUNICATIONS Focused on audience(s) Informed by market research Tailored messaging (fun, easy, popular) Creative, distinct, realistic strategy & tactics Flexible Sustainable Evaluation-friendly