Using formative research to conceptualize and develop a marketing plan for student health services

Area of Science:

• Health communication
• Public health campaigns
• Higher education health services

Background:

• Developing effective health services awareness campaigns in universities is crucial.
• Formative research provides a structured approach to campaign development.
• University settings present unique challenges and opportunities for health promotion.

Purpose of the Study:

• To describe the conceptualization and development of a health services awareness campaign at the University of Kentucky.
• To illustrate the application of formative research in creating a health communication initiative.
• To report on the outcomes of a campaign targeting new students.

Main Methods:

• The study employed formative research, a communication process.
• Methods included preproduction surveys and testing of potential initiatives.
• Development involved creating a video featuring the university mascot.

Main Results:

• A popular video featuring the university mascot was successfully created.
• The developed campaign materials were integrated into university processes.
• The campaign was implemented during new-student orientation.

Conclusions:

• Formative research is an effective strategy for developing targeted health communication campaigns.
• Engaging content, such as mascot-featured videos, can enhance campaign reach and impact.
• Integrating health awareness initiatives into existing university programs, like orientation, ensures broad dissemination.