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Creating a Robust Digital Communications Strategy for the US Department of Health & Human Services
Mark A Weber1, Thomas E Backer2, Stacey Palosky1
1College of Social & Behavioral Sciences, US Department of Health & Human Services, Northridge, USA.
Journal of Health Communication
|March 15, 2021
Summary
The US Department of Health and Human Services developed a Digital Communications Strategy using systems change principles. This strategy is crucial for crisis communication and vaccine confidence, aligning with the 21st Century Integrated Digital Experience Act.
Area of Science:
- Public Health Communication
- Health Systems Management
- Digital Transformation in Government
Background:
- Effective communication is critical during public health crises like COVID-19.
- Motivating vaccine acceptance requires strategic digital outreach.
- The US Department of Health and Human Services (HHS) recognized the need for an agency-wide digital strategy.
Purpose of the Study:
- To develop and implement a comprehensive, agency-wide Digital Communications Strategy for HHS.
- To align digital communication efforts with the 21st Century Integrated Digital Experience Act (IDEA).
- To enhance HHS's capacity for crisis communication and public health campaigns, including vaccine confidence initiatives.
Main Methods:
- A four-phase approach based on science-based principles of systems change.
- Phase I: Strategy announcement and leadership support.
- Phase II: Stakeholder engagement through an interview research study.
- Phase III: Iterative strategy development.
- Phase IV: Ongoing implementation, impact measurement, and budget modernization.
Main Results:
- The strategy development followed a structured, four-phase methodology.
- Stakeholder input was integral to the strategy's iterative development process.
- The ongoing implementation focuses on measuring impact and securing resources for modernization.
Conclusions:
- The developed Digital Communications Strategy is adaptable and informed by ongoing learnings.
- Systems change principles are effective for improving government communication strategies.
- Continuous improvement and modernization are essential for meeting public needs in digital communications.
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