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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Tami Bradley, MA and Vera Bothner. Kansas Health Foundation, 309 East Douglas, Wichita, KS 67202-3405
Listening to the public is one of the most important steps in promoting healthy behavior. Organizations spend staff time and dollars on messages and campaigns to convince a target audience to change a health behavior. But often those messages do not achieve the desired results or even gain the primary audience’s attention. Sometimes the messages lack frequency, but often they lack something even more basic – the input of the public. This session will provide an overview of various types of formative research and will highlight appropriate uses through real-world examples. The Kansas Health Foundation is a private philanthropy with the mission to improve the health of all Kansans with three primary funding areas – public health, children and leadership. The Foundation has utilized social marketing principles in planning and implementation of its public health media campaigns, as well as several of its more targeted programs to improve health. The session will cover formal and informal research, as well as inexpensive means to gather audience input. Specific methods covered will include individual interviews, observation, focus groups, intercept surveys, phone surveys, psychographic information, and automated response testing. Other factors discussed will include segmenting the audience in formative research, cultural considerations and analysis of the information.
Learning Objectives: At the conclusion of this session, the participant will be able to
Keywords: Communication, Social Marketing
Related Web page: www.kansashealth.org
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.