Health marketing + communication

8/14/2019 Health marketing + communication

1/27

Health communication

and

Health marketing

Mark IV Medical Communications LLC.


2/27

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.


3/27

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.


4/27

Communication by presenting information through Visual form.

Uses text, Images, Graphs, Video, Animations.


5/27

Quintilian, A.D. 35-95

One should not aim at beingpossible to understand, but atbeing impossible to

misunderstand


6/27

Health marketing is defined ascreating, communication and delivering

health information and interventionsusing customer-centered and sciencebased strategies to protect andpromote the health of diversepopulations.


7/27

Set your Goals

Define your Target Audience

Choose your Media

Design an effective message

Pretest your product

Implement effectively

Feedback and Improve


8/27

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


9/27

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


10/27

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.



11/27

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).


12/27

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.


13/27

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)


14/27

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


15/27

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.


16/27

Training materials

Flip charts

Pamphlets

Brochures

Posters

Games

Comics

Animation movies


17/27


18/27


19/27


20/27


21/27


22/27

Social health marketing as CorporateSocialResponsibility


23/27

Films watched

Books published Books borrowed

Cable subscriptions

A presentation of statistical data in geographical distribution on a map


24/27

Televisions in UseWeekly newspapers

Internet Users 2002Personal computers
http://www.markivmedical.com/


25/27
http://www.markivmedical.com/http://www.markivmedical.com/


26/27

Written by-

Dr. Neelesh Bhandari

M.D (Path), PGP Human Rights

Advisor (Medical Communications)

Mark IV Medical Communications.

http://tinyurl.com/drneelesh

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/


27/27

Pfizer Clear Health communication Initiative

Pink Book - Making Health Communication

Programs Work

Health marketing + communication

Documents

Transcript of Health marketing + communication