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American Public Health Association
133rd Annual Meeting & Exposition
December 10-14, 2005
Philadelphia, PA
APHA 2005
 
5030.0: Wednesday, December 14, 2005 - 9:20 AM

Abstract #120673

Social marketing: Role of the interactive medium in a communication plan

Lindsey Kirn, Managing Supervisor, Fleishman-Hillard/Washington, DC, 1615 L St., NW, Suite 1000, Washington, DC 20036, 202-828-6338, KIRNL@fleishman.com and Jean McMillan, Vice President, Fleishman-Hillard/Washington, DC, 1615 L St., NW, Suite 1000, Washington, DC 20036.

Regardless of socio-economic factors, people are using the Internet more and more to gain access to health information. Understanding what drives visitors to certain Web sites has become a key element in developing a broad communication plan. During this session, you will learn how social marketing concepts can facilitate behavior change, specifically through online strategies. In addition, you will also be presented with several case studies in which various target populations are provided the same public health messages in culturally appropriate ways.

Finally, as a public health professional, you are called upon to wear many hats and demonstrate that your programs have marked impact on your target audience(s). Being able to measure how many people you are reaching with your public health messages has become increasingly important. By the end of this session, you will also be able to identify measurable online indicators, such as page views and number of unique visitors, which can assist in evaluating outreach efforts.

Learning Objectives:

  • At the end of this session, participants should be able to

    Related Web page: www.theantidrug.com

    Presenting author's disclosure statement:

    I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commertial supporters WITH THE EXCEPTION OF Fleishman-Hillard.

    [ Recorded presentation ] Recorded presentation

    Technology Can Change Behavior: Some Examples in Film and Online

    The 133rd Annual Meeting & Exposition (December 10-14, 2005) of APHA