142nd APHA Annual Meeting and Exposition

Annual Meeting Recordings are now available for purchase

Branded engagement model: Community members as health collaborators

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Wednesday, November 19, 2014 : 11:00 AM - 11:15 AM

Jorge Villegas, PhD , Department of Business Administration, University of Illinois at Springfield, Springfield, IL
Thomas Vogel, MFA , Marketing Communication, Emerson College, Boston, MA
Jerry Krishnan, MD, PhD , Department of Pulmonary, Critical Care, Sleep, and Allergy, University of Illinois at Chicago, Chicago, IL
Nina Bracken, MSN, ACNP-BC , Breathe Chicago Center, College of Medicine, Chicago, IL
Evolving technological, social, and economic forces have compelled marketers to shift their marketing models from a mass-mediated, one-way strategy, to a dialogue that positions the consumer as an integral element of brands’ value creation processes. At the same time, the Affordable Care Act (ACA) and organizations such as the Patient-Centered Outcomes Research Institute (PCORI) have centered health research, outreach, and care in patients and their communities. This paper uses cutting edge research on digital media, health promotion, and creativity in ad agencies to develop a branded engagement model that elicits a new mentality that transforms the consumer from a recipient of information into an active collaborator in all health processes. The model's main objective is to facilitate movement beyond uni-directional, authoritative persuasive messaging to a collaborative environment in which health collaborators engage in guided interactions. These exchanges lead to matching personal narratives with the health program and subsequently aid in the dissemination of these conversations in a community’s culture. This paper also presents the model’s implications including: (1) Wellbeing as a process that needs a variety of participants who require coordinated communication platforms and opportunities for collaboration; (2) the consumer as an active participant who is fully engaged in value creation; (3) the collaborative development of carefully branded conversation platforms and messages; and (4) tools and messages developed to accomplish distinct and complementary objectives in different media. These implications lead to a set of realistic recommendations and planning tools for health organizations interested in engaging collaborators with the ultimate goal of individual and community wellbeing.

Learning Areas:

Administer health education strategies, interventions and programs
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Explain how branding is an efficient and effective framework for interactions with community members. Evaluate currently used communication materials applying a collaborative and engaged approach. Design a branded engagement plan to communicate with community members.

Keyword(s): Marketing, Health Promotion and Education

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I do research in health communication, creativity, and social media. I have been consultant for research projects funded by organizations such as the National Cancer Institute. My current projects include working with members of UIC School of Medicine in applying new communication models to its recruitment of study participants efforts.
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.