2. When communication is used strategically to disseminate messages related to health, make people aware about diseases, encourage them to adopt health practices, sustain positive healthy behavior, empower them to make healthy choices in then this is health communication.

3. The study and use of communication strategies to inform and influence individual and community decisions that affect health. It links the fields of communication and health and is increasingly recognized as a necessary element of efforts to improve personal and public health.

4. Health Communication in the 21 st Century Integration of health communication strategies and health information technology (IT) to improve population health outcomes and health care quality. (Health People 2020)

5. Health communication contributes to all aspects of disease prevention and health promotion Health professional – patient relationship Individuals’ exposure to, search for, and use of health information Individuals’ adherence to clinical recommendations and regimens

6. Health communication contributes to all aspects of disease prevention and health promotion The construction of public health messages and campaigns The dissemination of individual and population health risk information-risk communication. Images of health in the mass media and culture at large

7. For Individuals Raise awareness of health risks and solutions Provide the motivation and skills needed to reduce those risk Help them find support from other people in similar situations Affect or reinforce attitudes.

8. For Community Influence public agenda, advocate for policies and programs, Promote positive changes in the socioeconomic and physical environments Improve the delivery of public health and health care services. Encourage social norms that benefit health and quality of life.

9. Perceived Susceptibility Perceived susceptibility, also called perceived vulnerability, refers to one's perception of the risk or the chances of contracting a health disease or condition. It also can include estimates of susceptibility and susceptibility to illness in general

10. Perceived Severity Perceived severity refers to the degree people deem a particular disease or condition is serious. Perceived severity includes how people perceive the deleterious consequences of a serious health event or outcome, such as a diagnosis of cancer.

11. Perceived Threat Perceived susceptibility combined with perceived severity combine to form a perceived threat (Witte, 1992), which may influence how people process health information and how motivated they are to engage in a particular behavior. Susceptibility information can be a feature within a health message

12. Cues to Action: Self-Efficacy:

14. Campaign Specific activities designed to promote a product, service or business. A marketing campaign is a coordinated series of steps that can include promotion of a product through different mediums (channels / conduits) such as television, radio, print, and online using a variety of different types of advertisements. The campaign doesn't have to rely solely on advertising, and can also include demonstrations, word of mouth and other interactive techniques.

15. Marketing Campaign A marketing campaign is a coordinated series of steps that can include promotion of a product through different mediums (channels / conduits) such as television, radio, print, and online using a variety of different types of advertisements. Health Communication Campaign Specific activities designed to promote a product, service or message. The campaign should illicit a specific response or series of responses that can be quantified. The campaign doesn't have to rely solely on advertising, and can also include demonstrations, word of mouth and other interactive techniques.

16. Marketing Campaign A marketing campaign is a coordinated series of steps that can include promotion of a product through different mediums (channels / conduits) such as television, radio, print, and online using a variety of different types of advertisements. Health Communication Campaign Specific activities designed to promote a product, service or message. The campaign should illicit a specific response or series of responses that can be quantified. The campaign doesn't have to rely solely on advertising, and can also include demonstrations, word of mouth and other interactive techniques.

17. Reach The total number of people, households, or segments of a target audience that are exposed to a message.

18. Engagement The term has several meanings depending on what aspect of marketing is being discussed. For the purposes of this discussion, the term is defined refers to a target audience performing specific action that is the direct results of a marketing campaign. The response can be a click, signing up for a newsletter, or calling.

19. Cost effective Cost of in a campaign must be balanced with reach and / or engagement. The sentiment of ‘saving just one’ is not sustainable. The cost per ‘reach’ or cost per ‘engagement is always a factor.

20. Know your target population (audience / demographic) Develop a consistent message Don’t add anything to the message or delivery that causes your audience to become distracted.

21. Attributes of Effective Health Communication Accuracy The content is valid and without errors of fact, interpretation, or judgment

22. Attributes of Effective Health Communication Availability The content is delivered or placed where the audience can access it, according to audience, message complexity and purpose.

23. Attributes of Effective Health Communication Balance Where appropriate, the contents present the benefits and risks of potential actions or recognizes different and valid perspective on the issue.

24. Attributes of Effective Health Communication Consistency The content is consistent with information from other sources and internally consistent over time. Tip: Ensuring that print, broadcast, social media, websites, and other conduits are consistent adds complexity. Develop a system of review and change tracking.

25. Attributes of Effective Health Communication Cultural Competence The design, implementation, and evaluation process takes account of issues peculiar to select population groups, and educational levels and disabilities. Strategy: Use staff who deliver services and live in the communities to review materials.

26. Attributes of Effective Health Communication Evidence Base Relevant scientific evidence underpinning the practice guidelines, performance measures, review criteria and technology. Strategy: Initiatives that might appear to be politically or financially motivated can become contentious. Don’t assume this will happen, but be prepared when it does.

27. Attributes of Effective Health Communication Reach Content is available to the largest possible number of people in the target population. Tip: The target population is be a quantifiable number and should be part of the planning process.

28. Attributes of Effective Health Communication Reliability The source of the content is credible and the content itself is kept up-to-date. Tip: Have access to and understand the original source material. Do not rely on interpretations or abstracts.

29. Attributes of Effective Health Communication Repetition Delivery of access to the content is continued or repeated over time, both to reinforce the impact with a given audience and to reach new generations. Tip: Repetition through multiple channels helps reinforce the message.

30. Attributes of Effective Health Communication Timeliness The content is provided or available when the audience is most receptive to or in need of the specific information.

31. Attributes of Effective Health Communication Understandability The reading or language level and format, including multimedia, are appropriate for the specific audience.

32. Up-time – the technology platform is available and online Usability – the technology implements best practices in navigation and readability based on the target audience and platform Content Spin – reforming the content or rephrasing the content as part of an A/B test or to repeat the message in a new way.

33. Partnership Strategies Shared / complimentary goals Value added, not added work Cultivate relationships People-centered Reciprocity

34. Partnership Strategies Shared / complimentary goals Value added, not added work Cultivate relationships People-centered Reciprocity

35. Marketing Strategies Non-traditional partners – where does the target demographic go and what do they do? Delivery based on demographics – how does the target demographic get reliable information? Reach, Specificity, Engagement – Who is the target demographic and what motivates them to action

36. Experiential The first and most common type of word-of- mouth, the ‘experiential’ is the communication that arises when a consumer experiences a product or service that in any way deviates from the initial expectation. Depending on in which direction the experience deviates; the message will either be positive or negative.

37. Consequential The second form, ‘consequential’ word-of- mouth, is an effect of traditional marketing campaigns. A consumer that soaks up the message delivered in the traditional marketing campaign can pass on information about the campaign or brand, ultimately creating a larger reach for the campaign itself and influence.

38. Intentional The third form, ‘intentional’, is a controllable form where a company generates word-of-mouth intentionally, by e.g. triggering positive buzz for a product or service by using celebrity patronage. The last form is less common since it is hard for companies to measure the impact and magnitude of the word-of-mouth created.”

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