Strategic questions for consumer-based health communications
S M Sutton1, G I Balch, R C Lefebvre
1Center for Nutrition Policy and Promotion, U.S. Department of Agriculture, Washington, DC 20036, USA.
Public Health Reports (Washington, D.C. : 1974)
|November 1, 1995
Summary
Consumer-based health communications (CHC) uses marketing strategies to create health messages tailored to consumer needs. This process ensures scientific recommendations are effectively translated into actionable communication strategies for improved health behaviors.
Area of Science:
- Health Communication
- Behavioral Science
- Marketing Strategy
Background:
- Traditional health communication often fails to resonate with target audiences.
- A gap exists between scientific health recommendations and practical consumer behavior change.
Purpose of the Study:
- To present a systematic process for developing health messages using a consumer-oriented approach.
- To introduce Consumer-Based Health Communications (CHC) as a framework for effective health behavior change interventions.
Main Methods:
- Utilizing principles from social and commercial marketing.
- Conducting in-depth consumer research to understand audience realities.
- Developing a "strategy statement" to guide message creation and dissemination.
Main Results:
- The CHC process yields a comprehensive strategy statement.
- This statement details target audience, desired actions, message promises, credibility factors, communication channels, and desired image.
- The strategy statement serves as a central guide for all communication efforts.
Conclusions:
- CHC effectively translates scientific recommendations into consumer-relevant messages.
- The process enhances the impact of health communication by focusing on consumer understanding.
- The "5 A Day" campaign is presented as a practical example of the CHC process in action.
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