Health Marketing, Health Communication, and the New CDC Doğan Eroğlu, PhD Acting Associate Director for Marketing & Communication Science National Center for Health Marketing Coordinating Center for Health Information and Service

Presentation flow Our thinking Our environment Our goals Our priorities Our products and services Our next steps

Health Marketing Creating, communicating, and delivering health information and interventions (i.e., CDC’s products) using customer-centered and science-based strategies to protect and promote the health of diverse populations. –Centers for Disease Control and Prevention, 2005

CDC Health Marketing Model Products: CDC’s Research, Science, Evidence- based- advice Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: Health profs Partners Customers: Health profs Partners Audience research, Formative research, Public engagement, Partner engagement Translating research to practice (B2B), Health communication and marketing (DTC)

NCHM Vision A world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities.

NCHM Mission To protect and promote health and advance CDC’s goals through innovative health marketing programs, products, and services that are customer-centered, high-impact, and science-based.

Coordinating Center for Health Information and Service Business Public Health Systems and Communities Health Care Delivery Federal Agencies Education National Center for Health Marketing National Center for Public Health Informatics National Center for Health Statistics Coordinating Center for Infectious Diseases NCIRD, NCHHSTP, NCZVED, NCPDCID Coordinating Center for Health Promotion NCCDPHP, NCBDDD, Genomics Coordinating Center for Environmental Health and Injury Prevention NCEH/ATSDR, NCIPC Coordinating Office for Global Health Coordinating Office of Terrorism Preparedness & Emergency Response Office of Strategy and Innovation Office of the Chief of Science Office of the Chief of Public Health Practice Office of Enterprise Communication Executive Leadership Team Management CouncilExecutive Board Partners Alliances Stakeholders Office of the Chief of Staff CDC Washington Office Director Channels Office of the Chief Operating Officer Office of Workforce and Career Development Faith & Community The New CDC

National Center for Health Marketing Division of Creative Services Division of Health Comm. & Marketing Division of Health Information Dissemination Division of E-Health Marketing Division of Partnerships & Strategic Alliances Senior Health Comm. Staff in National Centers NCHM Office of the Director

NCHM Goals Improve health marketing and communication throughout CDC Support strong communication and marketing capacity “near the science” Only “centralize” health marketing and communication services that add value and increase efficiencies

CDC Health Marketing Model Products: CDC’s Research, Science, Evidence- based- advice Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: Health profs Partners Customers: Health profs Partners Strategic Mapping: Integrated customer research and engagement capacity 2. Integrated marketing to professionals (translation) and the public (retail) 3. Tailored marketing plans to CDC and CIO goals, priorities, brands

NCHM Priorities Improved partnership engagement Innovative electronic communications Centers of Excellence Other priority activities

Partnerships and Strategic Alliances Point of contact for cross-cutting partners Agency-wide partnership support Partner-relations tools and consultations Planning, outreach, and collaboration with traditional and new partnerships Excellence in Partnership Committee

Innovative Electronic Communication Vision: Safer, healthier, longer lives through CDC’s interactive, electronic health information and interventions

Centers of Excellence in Health Marketing and Health Communication –University of Georgia –University of Connecticut –University of Washington

University of Georgia Focused on poverty and poor audiences Smoking –Explores how poor and near poor adolescents process smoking messages Genetics Study –Explores lay understanding of genetic information in poor and near poor audiences Multiple Risk Factors –Assesses individuals’ responses to risk messages across multiple risk behavior

University of Connecticut Focused on entertainment education Place-Based Social Marketing to Prevent Party Drug Use among Urban Youth –Targeted to year olds –work with local hip-hop artists to promote no/low-level drug use HIV/STD Prevention Need of Out of School Emerging Adults Using a Video Game –Development of an interactive video game for year olds –Depicts complexities of life with HIV

University of Washington Focus on intermediaries – workplace and EMS responders Marketing Workplace Chronic Disease Prevention –Evidence-based health promotion recommendations in workplaces Marketing and Tailoring Hypertension Control via 911 Responders –Train EMS personnel to communicate the importance of non-emergency medical attention related to HBP

Clear and Cultural Communication CCC Goal: –To produce science-based health messages that are accessible, understandable, and relevant to their intended audiences CCC Functions: –Multilingual Translation –Cultural Communication –Health Literacy

NCHM Signature Products

CDC Health Marketing Model Products: CDC’s Research, Science, Evidence- based- advice Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: “The Public” Individuals Institutions Communities US pops Global pops Customers: Health profs Partners Customers: Health profs Partners 800-CDC-INFO PHIRE HAN CDC-TV NCHM HCSOs Campaigns

CDC and Public Health Emergencies Director’s Emergency Operations Center (DEOC) –Emergency Communication System (ECS) –Partnership Desk in the DEOC

Pandemic Flu Risk Communication Collaboration with DHHS/ASPA Leadership with all CDC Pandemic Influenza Communication System CDC Emergency Communication System Launching projects to build capacity: –Electronic communication networks –Message maps, materials, translations –TV, PSA, website production

NCHM Future Initiatives Alignment of current and future projects to results of NCHM strategic mapping Health marketing and health communication network (organizations, individuals) Health Communication, Marketing, and Media Conference (August 2007)

NCHM Future Initiatives Translation/diffusion of CDC science and programs Development of workforce competencies “Marketing health marketing”

Thank you!