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Health Communication and Provider Behavior Change

Health Communication and Provider Behavior Change. Jennifer Nichols, MPH Advisory Committee on Breast Cancer in Young Women April 19, 2012. Flu shots. Tobacco. Obesity. Arthritis. Drugs. Childhood vaccinations. Osteoporosis. Alcohol. Preconception Care. Pneumonia vaccines.

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Health Communication and Provider Behavior Change

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  1. Health Communication and Provider Behavior Change Jennifer Nichols, MPH Advisory Committee on Breast Cancer in Young Women April 19, 2012

  2. Flu shots Tobacco Obesity Arthritis Drugs Childhood vaccinations Osteoporosis Alcohol Preconception Care Pneumonia vaccines Heart disease STDs HIV testing Diabetes Autism

  3. Health care reform billing Drug recalls Nursing shortage Student loans CME Malpractice Electronic medical records insurance Running A business

  4. Health care reform Flu shots billing Tobacco Arthritis Drug recalls Obesity Nursing shortage Drugs Childhood vaccinations Student loans Osteoporosis CME Alcohol Malpractice Preconception Care Pneumonia vaccines insurance Heart disease STDs HIV testing Running A business Diabetes Autism

  5. Reaching The HCP Audience Health Communication & social Marketing

  6. 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

  7. Health Communication Cycle

  8. What campaign planning looks like

  9. 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 __________. Communications Planning Paragraph

  10. 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

  11. Listening to the audience: Health Care Professionals

  12. 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

  13. Where HCPs obtain patient health information

  14. Sources for Patient Info: Trust v. Use

  15. At least half of patients have difficulty understanding health information provided

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

  17. 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

  18. Examples Campaigns for HCPs

  19. From Vision to Collaboration

  20. Curriculum • 7 cases • Written by 23 authors • Reviewed by 17 expert developmental-behavioral pediatricians • Featuring: • 33 handouts • 27 videos

  21. Curriculum Modules

  22. Facilitator Guide • Designed for in-class, resident-driven learning • Facilitator Kit includes: • Facilitator’s guide • Case narratives • Handouts • PowerPoint presentations

  23. Sample from Facilitation Guide

  24. CDC’s Act Against AIDS Health-Care Provider Outreach

  25. Foundation for Outreach • MMWR Revised Recommendations for HIV Testing of Adults, Adolescents, and Pregnant Women in Health-Care Settings

  26. 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

  27. 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

  28. Medical Association Stakeholders

  29. Clinical Workgroup Members

  30. Successful communications • Focused on audience(s) • Informed by market research • Tailored messaging (fun, easy, popular) • Creative, distinct, realistic strategy & tactics • Flexible • Sustainable • Evaluation-friendly

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