Health Marketing, Health Communication, and the New CDC

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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

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Presentation flow

• Our thinking
• Our environment
• Our goals
• Our priorities
• Our products and services
• Our next steps

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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

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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)
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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.

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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.

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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
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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
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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

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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
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NCHM Priorities

• Improved partnership engagement
• Innovative electronic communications
• Centers of Excellence
• Other priority activities

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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

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Innovative Electronic Communication

• Vision Safer, healthier, longer lives through
  CDCs interactive, electronic health information
  and interventions

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Centers of Excellence in Health Marketing and
Health Communication

• University of Georgia
• University of Connecticut
• University of Washington

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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

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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

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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

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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

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NCHM Signature Products
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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
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CDC and Public Health Emergencies

• Directors Emergency Operations Center (DEOC)
• Emergency Communication System (ECS)
• Partnership Desk in the DEOC

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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

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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)

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NCHM Future Initiatives

• Translation/diffusion of CDC science and programs
• Development of workforce competencies
• Marketing health marketing

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Thank you!

• www.cdc.gov/healthmarketing
• DEroglu_at_cdc.gov