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Health Marketing, Health Communication, and the New CDC

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Health Marketing, Health Communication, and the New CDC Do an Ero lu, PhD Acting Associate Director for Marketing & Communication Science National Center for Health ... – PowerPoint PPT presentation

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Title: Health Marketing, Health Communication, and the New CDC


1
Health Marketing, Health Communication, and the
New CDC
  • Dogan Eroglu, PhD
  • Acting Associate Director for Marketing
    Communication Science
  • National Center for Health Marketing
  • Coordinating Center for Health Information and
    Service

2
Presentation flow
  • Our thinking
  • Our environment
  • Our goals
  • Our priorities
  • Our products and services
  • Our next steps

3
Health Marketing
  • Creating, communicating, and delivering health
    information and interventions (i.e., CDCs
    products) using customer-centered and
    science-based strategies to protect and promote
    the health of diverse populations.
  • Centers for Disease Control and Prevention, 2005

4
CDC Health Marketing Model
Audience research, Formative research, Public
engagement, Partner engagement
Products CDCs Research, Science, Evidence- base
d- advice
Customers The Public Individuals Institutions
Communities US pops Global pops
Customers Health profs Partners
Translating research to practice (B2B), Health
communication and marketing (DTC)
5
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.

6
NCHM Mission
  • To protect and promote health and advance CDCs
    goals through innovative health marketing
    programs, products, and services that are
    customer-centered, high-impact, and
    science-based.

7
The New CDC
Alliances
Channels
Stakeholders
Partners
Public Health Systems and Communities
Faith Community
Business
Health Care Delivery
FederalAgencies
Education
Coordinating Center for Health Information and
Service
National Center for Health Marketing
National Center for Public Health Informatics
National Center for Health Statistics
Coordinating Center for Environmental Health
and Injury Prevention NCEH/ATSDR, NCIPC
Coordinating Center for Infectious
Diseases NCIRD, NCHHSTP, NCZVED, NCPDCID
Coordinating Center for Health
Promotion NCCDPHP, NCBDDD, Genomics
Coordinating Office for Global Health
Coordinating Office of Terrorism Preparedness
Emergency Response
Executive Leadership Team
Management Council
Executive Board
Office of Strategy and Innovation
Office of the Chief of Science
Office of the Chief of Public Health Practice
Office of Enterprise Communication
Office of the Chief Operating Officer
Office of the Chief of Staff
Director
Office of Workforce and Career Development
CDC Washington Office
8
National Center for Health Marketing
Division of Creative Services
Senior HealthComm. Staff inNational Centers
NCHM Office of the Director
Division ofHealth Comm. Marketing
Division ofHealth InformationDissemination
Division of E-Health Marketing
Division of Partnerships Strategic Alliances
9
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

10
CDC Health Marketing Model
Strategic Mapping 2007-2012
Products CDCs Research, Science, Evidence- base
d- advice
Customers The Public Individuals Institutions
Communities US pops Global pops
Customers Health profs Partners
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
11
NCHM Priorities
  • Improved partnership engagement
  • Innovative electronic communications
  • Centers of Excellence
  • Other priority activities

12
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

13
Innovative Electronic Communication
  • Vision Safer, healthier, longer lives through
    CDCs interactive, electronic health information
    and interventions

14
Centers of Excellence in Health Marketing and
Health Communication
  • University of Georgia
  • University of Connecticut
  • University of Washington

15
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

16
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

17
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

18
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

19
NCHM Signature Products
20
CDC Health Marketing Model
800-CDC-INFO
PHIRE
HAN
www.CDC.gov
Products CDCs Research, Science, Evidence- base
d- advice
Customers The Public Individuals Institutions
Communities US pops Global pops
Customers Health profs Partners
NCHM HCSOs
Campaigns
CDC-TV
21
CDC and Public Health Emergencies
  • Directors Emergency Operations Center (DEOC)
  • Emergency Communication System (ECS)
  • Partnership Desk in the DEOC

22
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

23
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)

24
NCHM Future Initiatives
  • Translation/diffusion of CDC science and programs
  • Development of workforce competencies
  • Marketing health marketing

25
Thank you!
  • www.cdc.gov/healthmarketing
  • DEroglu_at_cdc.gov
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