Online Program

Oral

In the rapidly shifting and evolving media and technology environment, we have an urgent need to explore the challenges, opportunities, and relevance of digital and social media innovations in the private sector to health promotion and behavior change initiatives. A panel of public and private sector experts in user experience, patient engagement, and personal health tracking will present forward-thinking strategies to address the following seminal questions: How can we draw from private sector innovations in digital communication and apply them to health and healthcare initiatives that seek to engage patient populations and improve health outcomes? How can we more accurately measure the impact of this work on actual behavior change? How can public health promotion programs leverage strategies which “gamify” health behaviors, and do these strategies really work? What are the special considerations for public health professionals as we move forward? The panel will consider AIR’s Health Behavior Engagement Model as one way of thinking about the inter-relationship of online and offline communication and its effect on knowledge, attitudes, beliefs, behaviors, and resulting interactions. This conceptual model attempts to relate innovative online and offline interactions, including some of the most innovative tactics being used in the private sector. The goal of this panel is to generate conversation within the public health field and enable health communication and health promotion experts to expand their capabilities as digital strategists, as well as to yield best practice insights.

Session Objectives: Identify how to assess the impact of digital communication using new strategies from the private sector, and how these can be applied within public health communication and marketing contexts. Explain what it means to determine the value of digital strategies, such as social media, in behavior change initiatives. Analyze and critique communication and marketing efforts within a strategic framework for online and offline efforts that impact knowledge, attitudes, and behaviors. Explain what it means to determine the value of digital strategies, such as social media, in behavior change initiatives. Analyze and critique communication and marketing efforts within a strategic framework for online and offline efforts that impact knowledge, attitudes, and behaviors.

CE Credits: Medical (CME), Health Education (CHES), Nursing (CNE), Public Health (CPH) , Masters Certified Health Education Specialist (MCHES)