chapter 5; creating meaningful health communication Flashcards
understanding the unique [..] of an intended audience is essential for developing [..] health communication
needs
meaningful
people approach health with differing beliefs, attitudes, and abilities based on their [..] and [..]. it shapes the way people [..] health messages and whether those messages resonate with their beliefs, attitudes, and values.
experiences and culture
accept
segmentation, which divides a heterogeneous audience into [..], more homogeneous groups, each of which can have its own message strategy.
smaller
one of the first things to do when developing health communication is to identify the beneficiary, the group of people most [..] by the health problem. in some cases, this group is also called the [..] audience, defined as the group of people whose behavior you hope to [..] through. communication intervention
affected
primary , influence
sometimes the beneficiaries are incapable of acting for themselves, e.g. infants and young children or persons with a mental disability. in that case, the primary audience is made up of those whose actions [..] [..] the health outcome or who are making a decision (caregivers)
directly affect
in addition to your primary audience, you might also have to work with a secondary audience or tertiary audience to reach or influence the primary audience
yes
these people can be allies to support a behavioral change, but sometimes they might themselves need to be convinced to change their opinions, or even actions, before the primary audience will be free to act on its own
secondary audiences may include family members or friends who have influence on your primary audience
yes
e.g if you want to encourage someone to stop smoking , you will need the support of a spouse or a partner if the smoker relies on their opinion
tertiary audience often include [..] - community leaders, healthcare professionals, and community advocates. they can [..] a behavior change goal if they agree with it, or prevent its adoption if they disagree
gatekeepers, support
e.g. ensure that the responsible health professionals support the decision to vaccinate.
audience segmentation is a convenient strategy borrowed from commercial marketing to [..] messaging for different segments of the population
individual
although it would be easier to use one health communication approach to reach all those affected by the same health issue, a one size fits all approach works no better in health communication than it does for clothing
yes
target market or target audience is when focusing efforts on a fairly small group of people to be precise in communication
yes
private sectors subscribe to large marketing databases the divide the US public into segments (increasingly without our knowledge
yes
we use audience segmentation to
- group potential audiences by [..] experiences, attitudes, beliefs, or socio - demographic factors
- gather greater [..] from these segments
- identify one or more segments as the intervention [..]
- craft messages that [..] best with this group
- identify the best media [..] for the segment
common
insights, focus
resonate, channels
in smaller scale programs, segmentation strategies are built from [..] resources (secondary data, such as those from health departments or local hospitals), complemented by local insights and research ([..] data, such as local surveys, interviews or observations) health departments or community agencies may gather primary data use those to segment an audience
secondly
primary
segments could then be separated based on demographic differences, geographic differences, sociocultural differences, psychographic differences, stage of behavior change
demo; age, gender, marital status, # of children, education level, occupation
geo; urban vs rural vs suburban; areas of high vs low vaccination rates for other disease
socio; language, cultural beliefs about vaccination, ethnicity, social class
psycho; attitudes about vaccination or health care
stage; knowledge of HPV, approval of vaccinations, intentions to vaccinate, self efficacy in getting vaccine
it is also helpful to create personas, or “[..]” based on data from each segment. they can [..] and bring to life the different needs of the larger audience and can become the [..] of your creative message and dissemination strategy
characters
clarify, foundation
segmentation can be beneficial to health communication planning because it can leverage audience segments that are easier to change
this may in turn, increase social norms in the larger population
e.g. if parents most likely to vaccinate their sons can be persuaded to do so, it may become a social norm for all parent
once segmentation is used to define a population, two other tools are used to develop health communication messages; targeting and tailoring
targeting; focusing on a segment of the population usually defined by common demographic or behavioral characteristics. ( to improve accuracy and conserve resources in heath communication, we direct messages to smaller audience segments and target those messages to their needs.
tailoring; refers to communications that are fine tuned for an individual person, based on individually collected information. reflect individual interests and do not make the assumption that “birds of a feather flock together” as targeting approaches tend to do
in sum , targeting is a strategy to create materials that appeal to audience segments that [..] characteristics. the goal is that the intended audience will [..] themselves in the materials and respond [..]
share, recognize, positively
tailoring makes a more [..] approach to reaching groups. by gathering [..] data to determine the most appropriate strategy to meet that person’s needs. including quantitive methods such as surveys distributed via the mail , in person, and interactive website, or a smartphone, or using qualitative methods such as in person interviews
individualized, personal
the hierarchy of effects (HOE) model suggest several steps from [..] to [..] where messages succeed or fail
perception to performance
understanding, thinking
in HOE; . the audience must first tune in to the message and pay attention to it, including both [..] and [..] about it. the audience must then agree with the position conveyed in the message, which may involve changing their previous attitude and replacing it with the new message
for the message to be successful, the audience must be able to access their memory, use it to develop the intention to act, and finally, use the relevant skills to perform a healthy behavior
in addition to the design of the message itself, some external characteristics are important, including [..] and [..] of the source
attractiveness, credibility
12 step process (1-4); McGuire’s hierarchy for creating health communication messages
message must get and maintain the attention of the audience, the strongest points of the message should be given at the beginning, message should be clear, the action you are asking the audience to take must be reasonably easy
- need to capture and hold audience attention (what is key point or gist?) + presentation (have good graphics and writing)
- place most important information at the beginning of the message
- be able to identify the action you are asking them to take, the reason, and crucial evidence behind that reasoning
- if not unreasonably easy, its unlikely that they will follow through
