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HOST: In public health,
we use health communication
and marketing strategies to try
to influence behavior change.
In this Quick Learn video,
Alexis will explain what
the difference is between health
communication and marketing
and how the two can help you
in your diabetes
behavior change activities.
ALEXIS: Health communication
looks at ways to persuade people
to change their behavior, and it
can be a variety of techniques
like public relations, media,
public awareness campaigns,
interpersonal communication
like peer counseling.
HOST: How is health marketing
related to health communication?
ALEXIS: Marketing looks
at many different factors
to help shape behavior such
as where people can go to
engage in their
behavior, environmental barriers
to the behavior, the
cost of the behavior, and it
tries to make the
behavior as easy as possible
for people to do.
HOST: So, you’re saying that,
in addition to using
communication strategies,
health marketing
addresses other factors
that support
healthy behaviors.
But how do you know whether to
choose a health communication
or a health marketing approach?
ALEXIS: So, say the
goal of your program is
to increase the number of people
with diabetes who get their
annual flu shot and
you’re in a community where
flu shots are pretty
much everywhere.
You can get them at
work, you can get them
at the grocery store, you can
get them at health fairs.
They’re pretty easy to get.
It’s one time of
year during flu season
and people pretty much
know what a flu shot is.
You can use health
communication to remind people
to go get their flu shot,
remind them of the benefits,
remind them of the risk
of having diabetes
and not getting your flu shot.
Communication is
a great way to remind people
once a year or during flu season
to go get their flu shot.
On the other hand,
say your program goal is to
reduce the number of
people with type 2 diabetes by
increasing access to
diabetes prevention programs.
Well, that’s a much
more complex issue.
So first you have to get
people to understand their risk,
understand what it is, you have
to get them to go get tested,
you have to get doctors to
test, and then you have to get
doctors to refer, you have to
get community based programs to
offer the program, then you
have to get people to register
for a program and
then go to a program.
It involves many
more audiences,
many more issues,
and what marketing does,
it helps you look at
the whole landscape of
what it’s going to take
to actually change behavior
and come up with
coordinated approaches,
not just communication,
but coordinated approaches that
bring all of that together
and create an environment where
going to that program
is the easy choice
for people to make.
HOST: Clearly, health
communication and marketing
are more than running a few ads
or handing out some brochures.
I can see why it’s important
to have a coordinated plan.
Without one, it will be hard
to know which direction to take
to accomplish your
program goals and objectives.
ALEXIS: Having a
planned approach to marketing
and communication means that you
deliver the right message to the
right people at the right time
and in the right amount.
The plan helps you track
and evaluate that you’re
getting where you need to go.
If you don’t have a
plan in place, then
you have no way of knowing if
you’re making progress towards
reaching your program
goals and objectives.
HOST: And where can
you turn for more help?
You can use the National
Diabetes Education Program’s
Health Communication
and Marketing Toolkit.
It helps you create
effective health communication
and marketing plans and shows
you how to manage your team
and guide them to success!
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