147794 Using new media to disseminate public health messages: A targeted approach

Tuesday, November 6, 2007

Deanne Weber, PhD , Porter Novelli, Washington, DC
Adam Burns, MPP , Porter Novelli, Washington, DC
Jennifer Dusenberry, MS , Strategic Planning & Research, Porter Novelli, Washington, DC
Taryn Antigone , Strategic Planning & Research, Porter Novelli, Washington, DC
According to a national survey conducted in 2006, only 5.6% of adults have listened to a podcast in the past year. Moreover, only 3.7% of adults write blogs and 6.0% read or add comments to blogs. Yet the expected rise in the use and reach of these new communication tools has marketers scrambling to get on board—often before assessing the audiences who use them.

This poster presentation focuses on how health communication professionals can harness the power of new media to disseminate public health messages by targeting their communications. We examine how early adopters (New Media Users) differ from health influentials (HealthTech Netfluencers), and how these groups differ from the general population in terms of demographics, traditional and new media use, interest in health, and preferred health information sources.

New Media Users are defined as adults who listen to podcasts or participate in blogs (9.7% of the population). While these early adopters are the audience most likely to first encounter messages distributed in this arena, relatively few are likely to pay attention to health messages (38.7%) or share advice on health (31.1%).

HealthTech Netfluencers, on the other hand, are defined as individuals who have large social networks and regularly are asked for their advice on health as well as technology (3.7% of the population). These influentials are three times more likely than the general population to consume new media and their large social networks make them a prime target for the dissemination of health messages through this channel.

Learning Objectives:
1. Describe how quantitative analysis of a market research database can be used to segment and profile target audiences related to the consumption of new media. 2. Discuss implications of audience segmentation for developing targeted health materials and messages for dissemination through new media channels.

Keywords: Communication Technology, Media

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.