Health Marketing, Health Communication,

and the New CDCDoğan Eroğlu, PhD

Acting Associate Director for Marketing & Communication ScienceNational Center for Health Marketing

Coordinating Center for Health Information and Service

Presentation flow

• Our thinking• Our environment• Our goals• Our priorities• Our products and services• Our next steps

Health Marketing

• Creating, communicating, and delivering health information and interventions (i.e., CDC’s products) using customer-centered and science-based strategies to protect and promote the health of diverse populations.– Centers for Disease Control and

Prevention, 2005

CDC Health Marketing Model

Products:CDC’s

Research,Science,

Evidence-based- advice

Products:CDC’s

Research,Science,

Evidence-based- advice

Customers:“The Public”

IndividualsInstitutions

CommunitiesUS pops

Global pops

Customers:“The Public”

IndividualsInstitutions

CommunitiesUS pops

Global pops

Customers:Health profs

Partners

Customers:Health profs

Partners

Audience research, Formative research, Public engagement, Partner engagement

Translating research to practice (B2B),Health communication and marketing (DTC)

NCHM Vision

A world where all people actively use accessible, accurate, relevant, and timely health information and interventions to protect and promote their health and the health of their families and communities.

NCHM Mission

To protect and promote health and advance CDC’s goals through innovative health marketing programs, products, and services that are customer-centered, high-impact, and science-based.

Coordinating Center for Health Information and ServiceCoordinating Center for Health Information and Service

BusinessBusinessBusinessBusinessPublic Health Systems Public Health Systems and Communitiesand Communities

Public Health Systems Public Health Systems and Communitiesand Communities

Health Care Health Care DeliveryDelivery

Health Care Health Care DeliveryDelivery

FederalFederalAgenciesAgenciesFederalFederal

AgenciesAgenciesEducationEducationEducationEducation

NationalNationalCenter for Health Center for Health

MarketingMarketing

NationalNationalCenter for Health Center for Health

MarketingMarketing

National Center National Center forfor

Public HealthPublic HealthInformaticsInformatics

National Center National Center forfor

Public HealthPublic HealthInformaticsInformatics

National Center forNational Center forHealth StatisticsHealth Statistics

National Center forNational Center forHealth StatisticsHealth Statistics

Coordinating Center Coordinating Center for Infectious Diseasesfor Infectious DiseasesNCIRD, NCHHSTP, NCZVED,NCIRD, NCHHSTP, NCZVED,

NCPDCIDNCPDCID

Coordinating Center Coordinating Center for Infectious Diseasesfor Infectious DiseasesNCIRD, NCHHSTP, NCZVED,NCIRD, NCHHSTP, NCZVED,

NCPDCIDNCPDCID

Coordinating Coordinating Center for Center for

Health PromotionHealth PromotionNCCDPHP, NCBDDD, NCCDPHP, NCBDDD,

GenomicsGenomics

Coordinating Coordinating Center for Center for

Health PromotionHealth PromotionNCCDPHP, NCBDDD, NCCDPHP, NCBDDD,

GenomicsGenomics

Coordinating Coordinating Center for Environmental Center for Environmental

Health and Injury Prevention Health and Injury Prevention NCEH/ATSDR, NCIPCNCEH/ATSDR, NCIPC

Coordinating Coordinating Center for Environmental Center for Environmental

Health and Injury Prevention Health and Injury Prevention NCEH/ATSDR, NCIPCNCEH/ATSDR, NCIPC

Coordinating Office Coordinating Office for Global Healthfor Global Health

Coordinating Office Coordinating Office for Global Healthfor Global Health

Coordinating Office Coordinating Office of Terrorismof Terrorism

Preparedness & Preparedness & Emergency Emergency ResponseResponse

Coordinating Office Coordinating Office of Terrorismof Terrorism

Preparedness & Preparedness & Emergency Emergency ResponseResponse

Office of Strategy Office of Strategy and Innovationand Innovation

Office of Strategy Office of Strategy and Innovationand Innovation

Office of the Chief of Office of the Chief of ScienceScience

Office of the Chief of Office of the Chief of ScienceScience

Office of the Chief Office of the Chief of Publicof Public

Health PracticeHealth Practice

Office of the Chief Office of the Chief of Publicof Public

Health PracticeHealth Practice

Office of EnterpriseOffice of EnterpriseCommunicationCommunication

Office of EnterpriseOffice of EnterpriseCommunicationCommunication

Executive Leadership TeamManagement Council Executive Board

PartnersAlliances Stakeholders

Office of the Office of the Chief of StaffChief of StaffOffice of the Office of the Chief of StaffChief of Staff

CDC Washington OfficeCDC Washington OfficeCDC Washington OfficeCDC Washington Office

DirectorDirectorDirectorDirector

Channels

Office of the Office of the Chief Operating OfficerChief Operating Officer

Office of the Office of the Chief Operating OfficerChief Operating Officer

Office of Workforce andOffice of Workforce andCareer DevelopmentCareer Development

Office of Workforce andOffice of Workforce andCareer DevelopmentCareer Development

Faith &Faith &CommunityCommunity

Faith &Faith &CommunityCommunity

The New CDC

National Center for Health Marketing

Division of Creative Services

Division ofHealth Comm. &

Marketing

Division ofHealth Information

Dissemination

Division of E-Health Marketing

Division of Partnerships &

Strategic Alliances

Senior HealthComm. Staff in

National Centers

NCHM Office of the Director

NCHM Goals

• Improve health marketing and communication throughout CDC

• Support strong communication and marketing capacity “near the science”

• Only “centralize” health marketing and communication services that add value and increase efficiencies

CDC Health Marketing Model

Products:CDC’s

Research,Science,

Evidence-based- advice

Products:CDC’s

Research,Science,

Evidence-based- advice

Customers:“The Public”

IndividualsInstitutions

CommunitiesUS pops

Global pops

Customers:“The Public”

IndividualsInstitutions

CommunitiesUS pops

Global pops

Customers:Health profs

Partners

Customers:Health profs

Partners

Strategic Mapping: 2007-2012

1. Integrated customer research and engagement capacity2. Integrated marketing to professionals (translation) and the public (retail) 3. Tailored marketing plans to CDC and CIO goals, priorities, brands

NCHM Priorities

• Improved partnership engagement• Innovative electronic

communications• Centers of Excellence • Other priority activities

Partnerships and Strategic Alliances

• Point of contact for cross-cutting partners

• Agency-wide partnership support • Partner-relations tools and

consultations • Planning, outreach, and collaboration

with traditional and new partnerships• Excellence in Partnership Committee

Innovative Electronic Communication

Vision: Safer, healthier, longer lives through CDC’s interactive, electronic health information and interventions

Centers of Excellence in Health Marketing and Health

Communication

– University of Georgia– University of Connecticut– University of Washington

University of Georgia

• Focused on poverty and poor audiences• Smoking

– Explores how poor and near poor adolescents process smoking messages

• Genetics Study– Explores lay understanding of genetic

information in poor and near poor audiences

• Multiple Risk Factors– Assesses individuals’ responses to risk

messages across multiple risk behavior

University of Connecticut

• Focused on entertainment education• Place-Based Social Marketing to Prevent

Party Drug Use among Urban Youth– Targeted to 14-20 year olds– work with local hip-hop artists to promote

no/low-level drug use

• HIV/STD Prevention Need of Out of School Emerging Adults Using a Video Game– Development of an interactive video game for

18-26 year olds– Depicts complexities of life with HIV

University of Washington

• Focus on intermediaries – workplace and EMS responders

• Marketing Workplace Chronic Disease Prevention– Evidence-based health promotion

recommendations in workplaces

• Marketing and Tailoring Hypertension Control via 911 Responders– Train EMS personnel to communicate the

importance of non-emergency medical attention related to HBP

Clear and Cultural Communication

• CCC Goal: – To produce science-based

health messages that are accessible, understandable, and relevant to their intended audiences

• CCC Functions:– Multilingual Translation– Cultural Communication– Health Literacy

NCHM Signature Products

CDC Health Marketing Model

Products:CDC’s

Research,Science,

Evidence-based- advice

Products:CDC’s

Research,Science,

Evidence-based- advice

Customers:“The Public”

IndividualsInstitutions

CommunitiesUS pops

Global pops

Customers:“The Public”

IndividualsInstitutions

CommunitiesUS pops

Global pops

Customers:Health profs

Partners

Customers:Health profs

Partners

800-CDC-INFOPHIRE

HANwww.CDC.gov

CDC-TV

NC

HM

HC

SO

s

Campaigns

CDC and Public Health Emergencies

• Director’s Emergency Operations Center (DEOC)– Emergency Communication System

(ECS)– Partnership Desk in the DEOC

Pandemic Flu Risk Communication

• Collaboration with DHHS/ASPA• Leadership with all CDC• Pandemic Influenza Communication System• CDC Emergency Communication System• Launching projects to build capacity:

– Electronic communication networks– Message maps, materials, translations– TV, PSA, website production

NCHM Future Initiatives

• Alignment of current and future projects to results of NCHM strategic mapping

• Health marketing and health communication network (organizations, individuals)

• Health Communication, Marketing, and Media Conference (August 2007)

NCHM Future Initiatives

• Translation/diffusion of CDC science and programs

• Development of workforce competencies

• “Marketing health marketing”

Thank you!

www.cdc.gov/healthmarketingDEroglu@cdc.gov