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My thesis project at George Mason University on how childhood obesity can be prevented or reduced through parent-provider communication using a social marketing approach.
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PREVENTING CHILDHOOD OBESITY THROUGH PARENT-
PROVIDER COMMUNICATION: A SOCIAL MARKETING
APPROACH
Kristina Ticknor
George Mason University
Agenda
Introduction to Literature Healthy People 2020 Recommendations What is social marketing? Importance of product and place
Methods Semi-structured interviews Grounded theory
Results Discussion
Limitations Ethical Implications Future Research
Healthy People 2020What is social marketing?Importance of product and place
Introduction to Literature
HHS’s Health People 2020
Reduce the proportion of children and adolescents who are overweight or obese
Prevent inappropriate weight gain in youth and adults Increase the variety and contribution of fruit and vegetables Increase the proportion of children and adolescents that meet
guidelines for television viewing and computer use Increase the proportion of adolescents that meet current
physical activity guidelines Increase the proportion of physician offices visits related to
nutrition or weight Increase the proportion of persons who report that their health
care providers have satisfactory communication skills Increase the proportion of health communication activities that
include research and evaluation
The Social Marketing Approach Balanced relationship between authority and
public Consumer-focused communication Emphasizes barriers and benefits Centered around a product or service The easy, fun, popular thing to do! The 4 “P’s” of the Marketing Mix:
Product Place Price Promotion
Importance of Product & Place
Product Tangible package of benefits Helps effectively visualize the
change Added benefit to encourage
change
Place Where the product or service
is made available Social, physical and cultural
environment Provide context of opportunity
free from restraint Expand focus beyond
individual’s motivation “People and Places”
framework
Research questionsQualitative approach Grounded theory
Methods
Research Questions
1. What are the perceived barriers and benefits pediatric clinicians face when communicating issues of childhood obesity with parents of patients how are overweight or obese?
2. What content and messages do physicians perceive to be the most effective in explaining obesity issues to parents of young children?
3. What style of visual aid could be created to highlight the most relevant issues faced by clinicians in explaining obesity to children?
Qualitative Approach
Method: semi-structured phone interviews
Participants: 10 health care providers in pediatrics or family practice
Analysis: grounded theory Continuously identifying new categories
(open coding) Theme and topics mutually exclusive and
exhaustive Examine relationships between themes
(axial coding)
Meta-themes and themesImplementation of recommendations
Results
Meta-Themes & Themes
BMI, Fitness and Growth Charts
Nutrition and Fitness
Disease and Lifetime Complications
Motivation, Readiness and Confidence
Socio-Ecological Factors
Frustrations and Barriers to Effectiveness
Need for Repetition, Follow-up, and Gradual Changes
Health and Fitness Communication, Sociology & Psychology
Recommendations and Suggestions for Tool
Positive Feedback
General Recommendations and Critiques
Nutrition and Fitness Recommendations
E-Health
Original Visual Aid Guide (Woolford et al.)
New & Improved Visual Aid Tool
Improvements
Simplified language Added graphics Redefined age group Removed words
“obesity” and “diet” Examples provided Clarify “limited amounts” Expand on BMI Emphasize family Emphasize commitment Added open-ended
measures Added take-home page
LimitationsEthical ImplicationsFuture Research
Discussion
Discussion
Limitations Limited number of interviews Socio-economic constraints to
implementation Ethical Implications
What’s the “right” thing to do for society? Issue is complex and value laden
Future Research Feasibility and usability testing of new tool Incorporation with e-health, EMR and Web
portals
Kristina TicknorCommunications Consultant, Booz Allen HamiltonEmail: [email protected]: @kticknor
Questions?
