Communicating to Advance the Public's Health Workshop Summary (2015) / Chapter Skim
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4 Effective Use of Digital Media to Advance Population Health Goals
4 Effective Use of Digital Media to Advance Population Health Goals
Pages 23-32
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From page 23... ...
Carlos Roig, executive vice president for media content strategy for Home Front DC, discussed the predominance of digital communication in the 21stcentury media environment, and he reviewed factors to consider when planning digital communication initiatives. After describing several successful projects, he offered advice on using digital and social media effectively to advance population health goals.
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From page 24... ...
The CHEF program, which supports four or five fellows each year, provides training on topics such as communicating with lay audiences about public health issues, using social media effectively, generating conversations across digital platforms, and writing commentary aimed at stimulating action. March collaborates with CHEF participants to develop stories through a brainstorming process called "idea lab." The project uses three social media platforms -- Instagram, Facebook, and Twitter -- and it soon will add an audio platform called Clammr.
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By creating websites that are optimized for such mobile devices, population health professionals can maximize their opportunities to generate conversations in digital space. Content based on current news stories can also help generate interest in public health issues, she said.
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To engage people on public health topics in a communications environment dominated by digital media, Roig said, population health professionals need to understand and use social media platforms effectively. Each social media platform has a specific audience and function in the digital space.
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NewPublicHealth.org In order to reach their target audiences with a steady stream of public health news and information, the Robert Wood Johnson Foundation created a site called NewPublicHealth.org. Former journalists and professional communicators produce content for the site, which features public health news roundups, recommended reading, question-and-answer sessions with public health leaders, and highlights from many public health conferences, including the American Public Health Association's annual conference.
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Google Hangouts Home Front collaborated with TEDMED to plan and execute more than 40 moderated events called Google Hangouts, which were broadcast live on social media platforms. The events, designed to shape public conversation on important health topics, featured representatives from the U.S.
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From page 29... ...
Coordinate online and offline efforts to build a foundation for future engagement Population health professionals should develop strategies to engage with target audiences, online and in person, before and after implementing digital media projects. By cultivating relationships with organizations and thought leaders who can act as informal ambassadors, health communication professionals can create active online networks, increase public engagement on important issues, and build a founda
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From page 30... ...
DISCUSSION During the discussion following the presentations, panelists answered questions about how to design and implement effective health communication projects. In response to a question from moderator Michelle Larkin of the Robert Wood Johnson Foundation about how to create messages with a lasting impact in the digital world, March and Roig suggested a systematic approach.
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From page 31... ...
Based on those decisions, professionals can choose the digital and social media platforms that are best suited to their target audience. Just as fashion industry professionals engage with fashion trendsetters to influence people's style preferences, public health professionals should seek dialogue with opinion leaders to disseminate public health messages in a strategic way, March said.
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From page 32... ...
First, she said, it is important to plan health communications efforts systematically. Population health professionals should first set goals for behavior or policy change, decide what they want audiences to focus on, and use social media strategically to promote engagement.
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