• Communication is commonly defined as "the imparting or interchange of thoughts, opinions, 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 system of symbols, signs, or behavior
â€˘ Health communication is a key strategy to inform the public about health concerns and to maintain important health issues on the public agenda. ... â€˘ The study and use of communication strategies to inform and influence individual and community decisions that enhance health.
Various types of communications. Medical / Pharmaceutical
Patient / Clinical Health
Plain / Simple Health Communication
Quintilian, A.D. 35-95 â€œ One should not aim at being possible to understand, but at being impossible to misunderstand â€?
Health marketing is defined as creating, communication and delivering health information and interventions using customer-centered and science based strategies to protect and promote the health of diverse populations.
• Define the communication campaign goal effectively • Define the intended audience effectively • Create messages effectively • Identify media outlets and media activities • Pretest and revise messages and materials effectively • Implement the campaign effectively
Goal setting • • • •
Supportive of the health program’s goals Realistic and reasonable measurable Prioritized, to direct the allocation of resources • Specific to the change desired and the population to be affected
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
Design Message effectively • Key messages to be delivered • Barriers to behavior change • Literacy level of segment • Develop a Communication Strategy Statement (Creative Brief)
PRINCIPLES FOR EFFECTIVE PUBLIC HEALTH COMMUNICATION • Know Your Audience • Focus on the Right Objective • Determine What Information Is of Greatest Value • Convey Simple, Clear Messages, Many Times, through Many Sources.
Positive emotional appeals show the benefits intended audience members will gain when they take the action portrayed in the message. The messages that present a major benefit but do not address any drawbacks tend to be most appropriate when intended audience members are already in favor of an idea or practice. Humorous appeals Generally work for simple messages, especially if most competing communication is not humorous. The humor should be appropriate for the health issue and convey the main message. Threat (or fear) appeals Include:â€˘ A compelling threat of physical or social harm â€˘ Evidence that the intended audience is personally vulnerable to the threat â€˘ Solutions that are both easy to perform (i.e., intended audience members believe they have the ability to take the action) and effective (i.e., taking the action will eliminate the threat)
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
•Use Serif fonts (with legs) for paragraphs and text blocks and sans serif fonts (without legs) for Headings/Subheadings.
•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 reader’s job easier and to increase comprehension and recall; •make sure they support, rather than compete with, the text
• Flip charts • Training materials • Pamphlets • Brochures • Posters • Games • Comics • Animation movies
• Comics cross literacy and cultural boundaries • Comics can be “good equalizers” in terms of bridging cultural and societal differences. • Comics need action to tell an effective story • Comics may not be for everyone
Social health marketing as Corporate Social Responsibility
A presentation of statistical data in geographical distribution on a map
Internet Users 2002
Televisions in Use
Dr.Neelesh Bhandari M.B.B.S (AFMC),M.D (Path) P.G.P in Human Rights Advisor ( Medical Communications)
Mark IV Medical Communications LLC.
All cartograms from worldmapper.org- ÂŠ Copyright 2006 SASI Group (University of Sheffield) and Mark Newman (University of Michigan)
Communication and marketing principles in Health