Nchcmm presentation 10 variables_the tool_e_haag_8-2011
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Transcript of Nchcmm presentation 10 variables_the tool_e_haag_8-2011
Eileen Haag
e-Learning Applications Group ManagerHealth Communication and Technical TrainingOak Ridge Institute for Science and Education
National Conference on Health Communication, Marketing, and Media
August 9-11, 2011
Building a Better Message: The 10 Variables That Really Matter
The Tool
Division of Cancer Prevention and Control
National Center for Chronic Disease Prevention and Health Promotion
BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE
Division of Cancer Prevention and Control
Specifically, the MDT helps users:
• Craft a message by incorporating variables that have been found to enhance effectiveness of health communication.
• Code a draft message against those variables to determine the response level or influence the message may have on the target audience or across target audiences.
• Change message tactics that may improve an audience’s predicted intentions to comply with a message (based on the tool's algorithm derived from Keller and Lehmann's [2008] model).
• Defend a message based on a tool generated report with data from the literature about how each variable contributes to message effectiveness for a particular audience.
BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE
Division of Cancer Prevention and Control
Table 3: Key Features of CDC's Message Development Tool
1. Database-driven algorithm based on Keller and Lehmann's model that will provide a visual of
predicted average health intention based on the message elements coded by the user
2. Tutorials and resources on communication strategy planning, the message development
process, message variables, and effective use of the MDT
3. Features to allow message design, development, and review as a "team"
4. Social media components (including a "community forum") to provide users the opportunity to
share messages, collect feedback, and "follow" expert users who consistently provided sound
message development advice
5. Features to allow users to identify, connect with and learn from health communicators in
similar message development situations
6. Capabilities to produce a summary report to assist communicators with defending their
message through approval channels
METHODS AND RESULTSBACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE
Division of Cancer Prevention and Control
User Testing
Methods: CDC and ORISE teamed with UserInsight in Atlanta, GA to conduct 10 interviews with a mix of novice and expert CDC health communicators.
Used wireframes, click through HTML pages.
Results:
• Need to have a clear process description for message development and evaluation/assessment upon first entry and throughout tool.
• The Predicted Intentions Score (to quantitatively assess message value) must be clearly displayed and simply explained.
• Streamline how preliminary information for message development is captured (Health Problem, Target Audience, Barriers, Goal/Objectives, Dissemination Channels, Know/Feel/Do).
METHODS AND RESULTSBACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE
Division of Cancer Prevention and Control
Results: (continued)
• Tone down the science and validation of the tool (but make it accessible for those interested) and clearly brand the tool as from CDC
• Easy revision of messages (including the ability to re-code and produce a new score).
• Learning center content embedded into each page using pop-up boxes ("fly-overs").
• Testers saw how the tool would be very useful for multiple audience comparisons on a message
• Need a name! Message Development Tool needs a name and branding that gives correct impression of what the tool is and does
For more information please contact Centers for Disease Control and Prevention
1600 Clifton Road NE, Atlanta, GA 30333Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: [email protected] Web: www.cdc.gov
CDC's MDT is expected for BETA release
in February 2012.
Division of Cancer Prevention and Control
National Center for Chronic Disease Prevention and Health Promotion