Online Program

Adapting community based prevention marketing to a web-based learning platform for community coalition uptake: Lessons learned from design-to-development

Monday, November 4, 2013

Natalie Rella, MPH, CPH, Gatorwell Health Promotion Services, University of Florida, Gainesville, FL
Carol A. Bryant, PhD, College of Public Health, University of South Florida, Tampa, FL
Jim Lindenberger, BS, Social Marketing Group, University of South Florida, Tampa, FL
Mahmooda Khaliq, PhD, MHS, CPH, Community and Family Health, University of South Florida, Tampa, FL
Robert J. McDermott, PhD, FASHA, Population Health Sciences, University of Wisconsin-Madison School of Medicine and Public Health, Madison, WI
Alyssa Mayer, MPH, CPH, Florida Prevention Research Center, University of South Florida, Tampa, FL
Anthony D. Panzera, PhD, MPH, Social Marketing Group, Florida Prevention Research Center, Community and Family Health, College of Public Health, University of South Florida, Tampa, FL
Tali Schneider, MPH, CHES, Social Marketing Group& The Florida Prevention Research Center, University of South Florida, Tampa, FL
Introduction: Community-based coalitions increasingly focus their energies on policy development to address “wicked” public health issues and make them more “winnable.” However, coalitions often lack ability to select, tailor, and advocate for evidence-based health policies. Due in part to cost-effectiveness and increased accessibility, Web-based learning has become more relied upon for education and training purposes and is valuable in reducing expertise deficiencies among cash-strapped, time-restricted coalitions. Methods: The Florida Prevention Research Center (FPRC) and the Lexington (Kentucky) Tween Nutrition & Fitness Coalition (TN&FC) have co-created the Community Based Prevention Marketing (CBPM) for Policy Development framework, an 8-step process using social marketing principles to facilitate policy enactment. Taking a “lessons learned” approach, the partnering groups are disseminating the framework using an online instructional platform, thereby making this systematic approach available to coalitions nationwide. Results: Using the TN&FC as a case study, the CBPM website presents two principal learning domains: 9 instructional modules and related support resources (worksheets and supplemental information). Modules ensure learner-content interactivity and critical thinking, allowing self-paced learner movement through them. Upon completion of modules, prompts appear related to step-specific objectives. Pilot usability tests, followed by three full usability tests administered at the 2012 APHA meeting with public health professionals working with coalitions yielded feedback leading to fine-tuning of content and function. Discussion: A Web-based learning platform may be an efficient method for dissemination and training, with active engagement of users in the instructional process, whereby CBPM steps can be simulated prior to real time implementation with a coalition.

Learning Areas:

Administer health education strategies, interventions and programs
Communication and informatics
Planning of health education strategies, interventions, and programs
Public health or related education
Public health or related public policy

Learning Objectives:
Explain the process of translating research findings into a practice-oriented product for community uptake. Describe approaches to the development of a Web-based learning module that facilitates public health policy improvements. Discuss usability testing data related to the development of Web-based content and interface functionality.

Keyword(s): Policy/Policy Development, Communication Technology

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the project leader for the development of the Community Based Prevention Marketing (CBPM) for Policy Development website. I have been instrumental in the process including leading work plan development, coordination and supervision of IT and Research teams, website content and creative development, and usability testing.
Any relevant financial relationships? No

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.

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