Nchcmm presentation 10 variables_the reason_g_cole_8-2011

Galen Cole, PhD, DAPA, MPH, LPCAssociate Director of Communication Science

CDC Division of Cancer Prevention and Control (DCPC)

National Conference on Health Communication, Marketing, and MediaAugust 9-11, 2011

Building a Better Message: The 10 Variables That Really Matter

The Reason

Division of Cancer Prevention and Control

National Center for Chronic Disease Prevention and Health Promotion

BACKGROUNDBACKGROUND METHODS AND RESULTSMETHODS AND RESULTS CONCLUSIONSCONCLUSIONS IMPLICATIONS FOR PRACTICE

IMPLICATIONS FOR PRACTICE


Objectives:

• Recognize the10 variables that are significant predictors for stated intentions and behavior

• Understand how these 10 variables can be applied to develop and defend more effective messages

• Describe the objectives, design process, and features of the CDC DCPC “Message Development Tool”

Communication

Across the

Cancer Control Continuum







The Problems:

•Smart people communicate as if as if it were an easy thing to do

•We have used message mapping extensively. It’s good tool for preparing and delivering complex information in an easy to understand format. However, it’s designed for emergency and risk communication situations.

•CDC has not adopted a tool/process for systematically developing and testing chronic disease messages.

•Health Communicators need additional support in in developing and defending developing and defending systematically derived and tested chronic disease messages.

•Communicators encounter Communicators encounter numerous barriers to “real-time” testing of segment-focused messages.




CDC Message Communication Tools

Message Mapping Tool (Vince Covello model))

CDCynergy (CDC, 1999-2008)




Web-based and model-based decision support systems (DSS) have been shown to improve the efficiency and effectiveness of organizational decision making.

•low cost

•require little user training

•increase productivity

•speed the decision making process without regard to geographic limitations

•facilitate the collection of multiple perspectives on decision problems

•support collaboration by building virtual team structures

•Encourage a more standardized, evidence based approach

•Easier to evaluate




CDC DCPC’s Concept “Message Development Tool (MDT) “

A web-based tool that enables health communicators to systematically and scientifically formulate, validate and defend effective health messages.

MessageWorksMessageWorks

Interactive Message Development

Describe

Problem

Describe

Problem

Analyze ProblemAnalyze Problem

Plan Evaluation

Plan Evaluation

Implement Plan

Implement Plan

Operationalize Lessons Learned

Operationalize Lessons Learned

Plan Interventi

on

Plan Interventi

on

Develop InterventionSteps 4.2 & 4.3

Develop InterventionSteps 4.2 & 4.3

Message Focusing

Message Content Strategy

Message Strategy Tool

Message Mapping

Target: •Improving the predicted impact on intended behavior for all message types.

Target: • Messages used in situations that have spoken or presentation-based components, especially interactive discussions/Q&A

Target: • Text-only responses to specific questions.• Supplement Message Focusing/Strategy Tool

Message Delivery Strategy

Intended Effects:Reduces barriers to uptake by addressing message architecture issues.

Intended Effects:Increases audience’s receptivity of messages through engagement strategies.

Intended Effects:Increases an audience’s capacity to access & use communication research.

SHORT LEAD

LONG LEAD

Connection to your audience

Focus on Communication Campaigns

SocialWorksSocialWorks

WhatWorWhatWorksks

METHODS AND RESULTSMETHODS AND RESULTSBACKGROUNDBACKGROUND CONCLUSIONSCONCLUSIONS IMPLICATIONS FOR PRACTICE



The concept for the tool was created using an innovative and collaborative design process:

•review of the literature and interviewed key informants,

•identification of an empirical model on which to base the tool,

•Received validation and design input from an expert panel, and

•Conducted wireframe prototype design and user testing.




The empirical model The empirical model for assessing message effectiveness based on key message variables.

•The Keller and Lehmann (2008) model provides 10 variables that are significant provides 10 variables that are significant predictors for stated intentions and predictors for stated intentions and behavior. behavior.

•The model has been validated through its application to the CDC Verb campaign (2004-2006).

haage

(mention that this is coming next in part 2 of this 2 part presentation)


CDC DCPC and ORISE used an evidence-based and expert-recommended guided approach to create the Message Development Tool.

The experts will continue to be involved in prototype testing and tool dissemination by serving as mentors for new users.






A panel of fifteen health communications experts was convened in March 2011 to :

•validate use of the algorithm

•Helped us create, refine and prioritize tool content and features,

•inform tool usability, dissemination and management,

•gain early buy-in from partners in the field of health communication.

Collaboration software allowed panelists to answer each question and react to others input in real time.

haage

We have a photo of the panel that we can show here. PHoto of the panel in the conference room at the hotel working on the Think Tank.Could also throw in some screen shots of Think Tank,and of the report.








User testing in June 2011 refined the MDT wireframe prototype and further explored findings of the expert panel.

User testing goals were to:

•Confirm general concept for the Message Development Tool's process flow. •Understand user preferences for the main actions and features within the Message Development Tool.

•Gather preliminary ideas on nomenclature for the Tool and some of its components. •Collect preliminary information on access and preferred channels for dissemination.

haage

Eileen's section will cover details of the findings of the User Testing


IMPLICATIONS FOR PRACTICEMETHODS AND RESULTSMETHODS AND RESULTS CONCLUSIONSCONCLUSIONSBACKGROUNDBACKGROUND


The new tool will help health communicators create and defend better messages by:

•using key variables

•tailoring messages to their health problem and target audience

•providing talking-points on the evidence and science behind the use of key variables

The new tool will also contribute to research on effective message development. User User feedback will be collected to identify required feedback will be collected to identify required updates to the Keller and Lehmann modelupdates to the Keller and Lehmann model.

LESSON LEARNED

The new tool will have a adaptable because THIS…



Turned into this.



For more information please contact Centers for Disease Control and Prevention1600 Clifton Road NE, Atlanta, GA 30333Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: [email protected] Web: www.cdc.gov


National Center for Chronic Disease Prevention and Health Promotion

The Future is Not A Gift,The Future is Not A Gift,It’s an Achievement.It’s an Achievement.

Robert KennedyRobert Kennedy

Health & Medicine

Nchcmm presentation 10 variables_the reason_g_cole_8-2011