Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials
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Designing Effective Printed Educational
Materials Objectives

• Identify the principles of effective and
  persuasive educational materials.
• Evaluate the feasibility and potential impact of
  existing educational materials.
• Design simple but effective educational materials
  targeting specific drug utilization problems.

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Principles of Persuasive Print Materials

• Understand the reasons for prescribing or patient
  choice
• Be oriented toward decisions and actions
• Emphasize a few key messages
• Capture attentions with headlines
• Use visually appealing illustrations
• Use brief simple text
• Repeat important messages
• Have respected sponsors

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1. Understand the Reasons for Prescribing

• Understand motivations for incorrect prescribing
  or consumer use BEFORE designing educational
  materials.
• Use qualitative techniques to discover these
  motivations.

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2. Be Oriented Toward Decisions and Actions

• Interventions are designed to change behavior,
  not to increase knowledge.
• Orientation to decision and action is critical.
• Should emphasize what prescribers or patients
  SHOULD DO or SHOULD NOT DO for particular health
  problems.

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3. Emphasize a Few Key Messages

• People have no time to read.
• Only 4 points or recommendations in each printed
  material.
• Include
• The behavior you wish to promote
• The behavior you wish to extinguish
• Key pieces of information

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4. Capture Attention with Headlines

• Capture the interest of the reader.
• Make the reader want to read the rest of the
  text.
• Use a large, attractive font.

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5. Use Visually Appealing Illustrations

• Awaken interest
• Tell a story
• Show behavior to be promoted or extinguished.

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6. Use Brief Simple Text

• Text should be easy to understand.
• Pilot-test!
• Must be culturally acceptable.
• Avoid scientific terms.

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7. Repetition

• Foundation of advertising and communication
• Increases memory and learning !
• Include key message in headline, content and
  conclusion

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8. Credibility

• Respected sponsors increase credibility.
• Readers understand where the material comes from.
• Logos can also increase credibility.
• Refer to valid scientific evidence.

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9. Relevance and Involvement

• Produce materials relevant to the user
• Involve local experts
• Investigate what prescibers want information
  about
• Collaboration leads to wide-scale dissemination

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10. Principles of Public Educational Materials

• Always pretest materials
• Simplify illustrations
• Use clues (clothing, activities) that the
  audience can relate to
• Draw people as they are
• Keep to scale and context

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Principles of Public Educational Materials - 2

• Check your colors
• Be careful with symbols
• Give a positive message if possible
• Make sure people can see the point
• Limit the number of concepts

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Does your patient have dysentery?
Dont give antibiotic injections!
Oral antibiotics are safer and more effective!
Produced by BU Rational Drug Use Foundation
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Activity One

• Review of Printed Materials

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Activity Two

• Production of Educational Materials