Centers for Disease Control and Prevention, Atlanta, GA, USA.
ICF, Atlanta, GA, USA.
Health Promot Pract. 2022 Nov;23(6):920-923. doi: 10.1177/15248399211013817. Epub 2021 May 19.
The Centers for Disease Control and Prevention (CDC) created a health communication marketing and promotion support system (support system) to help 10 CDC-funded national organizations (recipients) grow enrollment of underserved populations in the National Diabetes Prevention Program. This article describes the creation of a successful support system to increase the use of effective marketing approaches and key messaging. The support system was developed using a systematic approach. It included a needs assessment, audience research, marketing strategy identification, expert panel review, materials development, and dissemination guidance. Hands-on, individualized, and group end-user training and technical assistance was also included. Recipients received culturally and linguistically tailored marketing materials to support their specific priority audiences, as well as corresponding training on recommended dissemination methods. In in-depth key-informant interviews, staff from six recipients reported increased knowledge of local communities and audiences, efficacy and skills to conduct media interviews, capacity to identify and train champions and influencers, and greater community partner investments. With marketing support, 90% of recipients reported increased enrollment, of which 40% exceeded self-set targets and another 40% doubled or tripled their enrollment numbers. These findings indicate that a customized strategic health communication marketing and promotion support system presents a significant opportunity to help recipients increase enrollment in evidence-based interventions. Practitioners disseminating evidence-based interventions may consider a support system to increase program uptake.
疾病预防控制中心(CDC)创建了一个健康传播营销和推广支持系统(支持系统),以帮助 10 个 CDC 资助的国家组织(受援者)增加服务不足人群对国家糖尿病预防计划的参与度。本文描述了创建一个成功的支持系统以增加使用有效营销方法和关键信息的过程。该支持系统是使用系统方法开发的。它包括需求评估、受众研究、营销战略确定、专家小组审查、材料开发和传播指导。还包括实践、个性化和小组最终用户培训和技术援助。受援者收到了针对特定优先受众的文化和语言调整后的营销材料,以及关于推荐传播方法的相应培训。在深入的关键知情者访谈中,来自六个受援者的工作人员报告说,他们对当地社区和受众的了解有所增加,进行媒体采访的效果和技能有所提高,识别和培训拥护者和影响者的能力有所提高,社区合作伙伴的投资也有所增加。在营销支持下,90%的受援者报告参与度有所增加,其中 40%超过了自我设定的目标,另有 40%将参与人数增加了一倍或三倍。这些发现表明,定制的战略性健康传播营销和推广支持系统为帮助受援者增加基于证据的干预措施的参与度提供了一个重要机会。传播基于证据的干预措施的从业者可能会考虑支持系统以提高项目参与度。
J Med Internet Res. 2008-11-26
Diabetes Res Clin Pract. 2023-4