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Communicating personalized risks from COVID-19: guidelines from an empirical study.

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Area of Science:

  • Medical Communication
  • Public Health

Background:

  • Growing data on SARS-CoV-2 necessitates effective risk communication strategies.
  • Personalized risk estimates for different demographic groups are becoming feasible.
  • Challenges exist in clearly conveying complex health risk information to the public and physicians.

Purpose of the Study:

  • To develop and recommend evidence-based methods for presenting personalized SARS-CoV-2 risk information.
  • To improve public and physician understanding of individual health risks associated with the novel coronavirus.

Main Methods:

  • Empirical study involving 5520 participants in the UK.
  • In-person interviews with members of the public and healthcare professionals.
  • Qualitative and quantitative analysis of risk communication preferences and effectiveness.

Main Results:

  • Predominantly using percentages for absolute risk is recommended.
  • Visual linear scales with illustrative 'personas' enhance understanding of maximum and varied risk levels.
  • Providing context through relatable 'personas' with described risk factors (age, health conditions) is more effective than comparing unrelated risks.

Conclusions:

  • Effective risk communication for SARS-CoV-2 involves tailored presentation formats.
  • Visual aids and relatable narratives ('personas') significantly improve comprehension of health risks.
  • Even small, population-level effects warrant clear communication strategies.