Health Literacy Communications
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1 Health Literacy Communications IOM New York 24 September 2012 Franklin Apfel, Managing Director, World Health Communication Associates
2 Outline-key messages 1. Communicating Health literacy - Don t hem me in 2. Measurement- Democratize 3. Marketplaces- Fight *G*literacy 4. New opportunities and challenges - Be a universal connector
3 Health Literacy Unique Communication features No universal consensus of what is and is not a health literacy project or policy; No global organization for health literacy; Actual population of interest is undefined; and, No universally equitable means to translate the concept of health literacy.
4 Process Features More viral than controlled Dynamic- growing changing expanding understanding Multiple champions-many sectors/disciplines/settings/levels A reframing ( refreshing/ reengineering) lens -
5 Message 1 Don t hem it in
6 Communicating through measurement What gets measured gets done - Awareness raising, policy advocacy, monitoring impact Scientific authority Provider driven- research/ practitioner Focus on skill/ability side
7 Shining light on supply side and outputs Checklists -health literacy audits, patient surveys
8 Scorecards Simple Outcome focused Widely available Implementation and citizen science System and Individual foci
9 Example NCD system level. scorecard - Best Buys
10
11 Individual Scorecard output focused
12 Benefits of individual scorecard
13 Aggregate benefits Through geo-coding etc can see geographic, institutional and provider trends Hold providers accountable Target areas of need
14 Message 2 Democratize measurement
15 Health information marketplaces Hazard merchant dominance Framing- She who controls the frame controls the debate Learning from the hazard merchants Social marketing, audience centred communications, segmentation, channel selection, persistence.
16 Changing our mind-set Traditional information communications & message based approach the audience Customer orientation & insight based social marketing approach starting with the customers
17 Reframing Alcohol Ads Less is better Linking alcohol and abuse
18 Advocacy campaigns Ukrainian Tobacco Control Advocacy 2010
19 Education progammes Patient Associations Headstart- NGO initiatives
20 Integrate communications North Karelia interventions
21 Message 3- Counter health *G*literacy
22 Mass communications revolution Where people get their information has changed What influences health literacy is changing Many many many opportunities and challenges
23 Global reach and ownership of Mobile phones 5 billion (two thirds of global population)! mass media Media consolidation: global and national Source ITU 2010
24 Global reach
25 New platforms galore
26 Text messaging exp Txt 4Baby User registration via text/website User gives zip and due date/dob Starter-pack of 6 key messages Free tips 3x/week Evaluation
27 Content Topic areas focus on topic areas critical to maternal and infant health, including: Health Care Access Immunization Nutrition Prenatal Care Drugs and Alcohol Emotional Well-being Smoking Cessation Labor & Delivery Feeding Flu Breastfeeding Mental Health Car Seat Safety Safe Sleep Oral Health Pregnancy symptoms & warnings Exercise Developmental Milestones Family Violence
28 Sample Messages Congratulations, you re going to be a mom! Text4baby wishes you a happy & healthy pregnancy. Thanks for including us in this special time. Back You re not alone. If you need help, call BABY (2229) for free or low-cost health care & your local WIC program. Back A seat belt protects you & your baby. Shoulder belt goes between your breasts & lap strap goes under your belly (not on or above). Wear it every time. Back Congratulations on your baby s birth! Baby's 1st doctor s visit should be 2 to 3 days after leaving the hospital. Ask your doctor when to schedule it. Back It's normal for new moms to feel tired & overwhelmed. But if you're crying a lot or feeling anxious or hopeless, please call for help. Back Keeping your baby s mouth clean is important even before she has teeth! Wipe her gums each day with a wet washcloth or use a soft baby toothbrush. Back
29 Citizen Science
30 . Citizen science-targeting Maternal and Child Health Tanzania 30
31 Social media sites
32 You-tube learning
33 Educational soaps Edutainment
34 New education models
35 Message 4 Be a universal connector
36 Thank You Contact
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