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