Health Communication and Marketing
We conduct research activities related to the promotion of informed decision making and healthy behaviors. Our communication professionals use a variety of qualitative and quantitative methods to develop, test, implement, and evaluate informational messages directed at a target audience.
These methods include formative research, materials design, cognitive and usability testing, process and outcome evaluations, experimentally designed studies, and large-scale data collection and analysis. We apply the basic premises of social marketing, namely the application of science-based, theory-driven approaches to behavior change.
Our health communication team helps clients answer the following questions:
- What information must be conveyed to change knowledge, attitudes, and behavior?
- Who are the appropriate target audiences for a health message or campaign?
- What strategies should be used to segment the target audience?
- What are the most effective delivery channels for particular health messages and audiences?
- What are the most effective message framing, tailoring, or bundling approaches to achieve desired outcomes?
- How well did a health message or campaign reach the target audience?
- What were the effects of a message or campaign on audiences' knowledge, attitudes, behaviors, and health outcomes?
Experience
- Cancer, diabetes, and other chronic illnesses
- HIV/AIDS, tuberculosis, and Other infectious diseases
- Alcohol, tobacco, and substance abuse
- Obesity, physical activity, and nutrition
- Injury and environmental health
Project Highlights
- Design and implementation projects
- Evaluation and research projects
Expertise and Staff
Related Content
RTI International to Conduct Health Communication Research for CDC on Birth Defects
RTI International will work with the U.S. Centers for Disease Control & Prevention in developing health communication research and social marketing campaigns to promote healthy births.