Transcript Coordinating Center for Health Information and Service

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
• Our
• Our
• Our
• Our
• Our
thinking
environment
goals
priorities
products and services
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
Audience research, Formative research,
Public engagement, Partner engagement
Products:
CDC’s
Research,
Science,
Evidencebasedadvice
Customers:
“The Public”
Customers:
Health profs
Partners
Translating research to practice (B2B),
Health communication and marketing (DTC)
Individuals
Institutions
Communities
US pops
Global pops
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.
The New CDC
Alliances
Partners
Public Health Systems
and Communities
Business
Channels
Health Care
Delivery
Education
Stakeholders
Federal
Agencies
Faith &
Community
Coordinating Center for Health Information and Service
National
Center for Health
Marketing
Coordinating Center
for Infectious Diseases
NCIRD, NCHHSTP, NCZVED,
NCPDCID
Coordinating
Center for
Health Promotion
NCCDPHP, NCBDDD,
Genomics
Coordinating Office
for Global Health
National Center for
Health Statistics
Coordinating
Center for Environmental
Health and Injury Prevention
NCEH/ATSDR, NCIPC
Management Council
Office of Strategy
and Innovation
National Center
for
Public Health
Informatics
Executive Leadership Team
Office of the Chief
of Public
Health Practice
Office of the Chief of
Science
Executive Board
Office of Enterprise
Communication
Office of the
Chief Operating Officer
Office of the
Chief of Staff
Director
CDC Washington Office
Coordinating Office
of Terrorism
Preparedness &
Emergency
Response
Office of Workforce and
Career Development
National Center for
Health Marketing
Division of
Creative Services
Division of
E-Health Marketing
NCHM Office
of the Director
Division of
Health Comm. &
Marketing
Division of
Health Information
Dissemination
Senior Health
Comm. Staff in
National Centers
Division of
Partnerships &
Strategic Alliances
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
Strategic Mapping: 2007-2012
Products:
CDC’s
Research,
Science,
Evidencebasedadvice
Customers:
“The Public”
Customers:
Health profs
Partners
Individuals
Institutions
Communities
US pops
Global pops
1. 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 14-20 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
18-26 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
NCHM HCSOs
www.CDC.gov
Products:
CDC’s
Research,
Science,
Evidencebasedadvice
PHIRE
HAN
800-CDC-INFO
Customers:
“The Public”
Customers:
Health profs
Partners
Campaigns
Individuals
Institutions
Communities
US pops
Global pops
CDC-TV
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!
www.cdc.gov/healthmarketing
[email protected]