Friday, October 2, 2015

Account Planning: Applying an Advertising Discipline to Health Communication and Social Marketing

Anyone interested in this article might want to check out this link to get the article for free: Account Planning: Applying an Advertising Discipline to Health Communication and Social Marketing.

This is an article about how an advertising agency role - the account planner - can be applied to improve the design of health communication and social marketing campaigns.  The abstract is:

As health marketers seek new models to design campaigns, the advertising discipline of account planning offers an approach that can improve campaign development. The underlying principle of account planning is to bring the consumer perspective to all phases of campaign development, primarily through qualitative formative research. Account planners design the overall communication strategy and contribute to creative development of individual executions. The creative brief, a primary tool of account planning, is especially useful in conceptualizing campaigns. This report discusses the history and approach of account planning, followed by an example of account planning in the design of a social marketing campaign.

Thursday, October 1, 2015

Preventing Chronic Disease 2016 Student Research Paper Contest Now Open

FYI, for students out there doing research in the prevention of chronic disease...


Do you know an exceptional student who’s doing great work in the field of chronic disease prevention and health promotion? Preventing Chronic Disease (PCD) is currently taking submissions for its 2016 Student Research Paper Contest.

The journal is looking for high school, undergraduate and graduate students as well as medical residency and recent post-doctoral fellows to submit papers relevant to the prevention, screening, surveillance, and/or population-based intervention of chronic disease, including but not limited to arthritis, asthma, cancer, depression, diabetes, obesity, and cardiovascular disease. Help us spread the word by sharing this call for participation with your students, colleagues, and friends.

Papers must be received electronically no later than 5:00 PM EST on January 18, 2016. Additional information and detailed submission guidelines are available on the PCD website at and in the flyer posted here:

Friday, September 18, 2015

Kentucky Conference on Health Communication: Call for Abstracts

The call for abstracts is now open for the Kentucky Conference on Health Communication, which this year will be from April 14-16, 2016. Everyone who goes to the KCHC has an amazing time, so this is definitely a conference to submit something to and attend. If you're interested in more, head to the conference website:

Saturday, September 12, 2015

CDC HealthCommWorks

Where did the end of summer go? Oh yes, prepping for classes and then making it through the first couple weeks of the semester.

I'm starting to work thorugh e-mails I had flagged to post here, and this is one that I thought was really interesting: CDC HealthCommWorks.

It's a set of tools that could be used to develop and evaluate health communication campaigns. It's not a perfect tool (no tool like this really could be, I suppose), but I think I'm going to be using it when teaching my health comm campaigns class next year. I suspect students would learn a lot from messing with this as they work on assignments.

Simply a neat tool reads of this blog might want to consider for research, practice, and teaching.

Wednesday, August 19, 2015

Matching Temporal Frame, Self-View, and Message Frame Valence: Improving Persuasiveness in Health Communications

An article I'm really excited about is now online at the Journal of Advertising: Matching Temporal Frame, Self-View, and Message Frame Valence: Improving Persuasiveness in Health Communications. I knew for a while that there was going to be a special issue of the Journal of Advertising dedicated to health communication, so I was happy the timing worked out that this project could be submitted to that special issue. It's a neat 2-study paper, I'm really proud of being part of it.

The abstract:
This work examines the interplay between temporal frame and one's accessible self-view on consumer response to health communication. We find an independent self-view is more persuasive with a distal temporal frame (versus proximal frame), and an interdependent self-view is more persuasive with a proximal temporal frame (versus distal frame). Message frame valence (gain versus loss) moderates the interplay between temporal frame and self-view. In addition, message concreteness and message persuasiveness are revealed as mediators to the interplay between temporal frame and self-view. Interestingly, the mediating process varies depending on one's accessible self-view. These findings offer guidance for health communication marketers' use of temporal frames and self-view.
Go check it out!

Tuesday, August 11, 2015

Society for Health Communication

I just got off a phone call this morning about the Society for Health Communication.  This is a group I'm really excited to be part of as it gets up and running, as it could bring together people from a range of backgrounds and areas of work who are all interested in health communication. Keep an eye on the website, both to find out what's already going on and what will be coming in the rest of 2015.

Tuesday, August 4, 2015

A Skeptic's Guide to Health News and Diet Fads

So I was busy teaching a class this summer and then took a family vacation, when I was able to mostly unplug for about ten days. It felt great, but now I'm coming back online.  Which also feels great.

As I was catching up on podcasts I didn't listen to while traveling, I enjoyed this segment from On the Media: A Skeptic's Guide to Health News and Diet Fads.  It was a nice little segment that could really help inform health news consumers to take a more skeptical view of the health and diet news they see in the world. I'll be saving the segment to use in my health comm class next summer, definitely.

It's good to be back!

Sunday, July 19, 2015

Slate: Are GMOs Safe? Yes.

So there's quite an article at Slate right now about GM foods. You can check it out here. I initially clicked on the story expecting to find a short little article, instead it's an incredibly lengthy dive into GM foods and some of the arguments for and against them.

I was really impressed with the ability of the article to weave together some useful narratives, a ton of external references and links, and try to be as even-handed as possible.

On the plus side, I love any kind of thorough journalistic dive into a complex topic.

On the down side, I'm not sure if it will really change many minds. It's hard to imagine anyone who was against GM foods really "flipping" as the result of this kind of article.

Anyway, it's a well-written piece that is worth the time to read. And I'm sure folks doing health comm work in journalism or related to GM foods will be particularly interested.

Monday, July 13, 2015

Results From a National Survey of Health Communication Master's Degree Recipients: An Exploration of Training, Placement, Satisfaction, and Success

I've been working on some stuff related to health communication education, so this article (Results From a National Survey of Health Communication Master's Degree Recipients: An Exploration of Training, Placement, Satisfaction, and Success) has been a huge help.

The abstract is:
The field of health communication has seen substantial growth in recent years, but existing health communication research literature contains little information on individuals who practice health communication in applied settings. This study reports the results of a national survey that targeted the alumni of 5 institutions that offer a master's degree in health communication. Of the 522 total graduates to whom the survey was sent, 398 responded. Survey results provided information in a number of areas including undergraduate education background; criteria used to determine what type of master's degree in health communication to pursue; strategies used to gain employment; employment sector of first job after graduation; salaries received after completion of a master's degree in health communication; satisfaction with career choice after completion of master's degree; satisfaction with type of master's degree in health communication received; satisfaction with career choice after completion of master's degree; and the degree to which respondents felt their master's program in health communication prepared them to meet core competencies in the field. These findings have significant implications for the health communication field and the programs that prepare individuals for a career as a health communication practitioner.
If you're interested in the field, and specifically how we're training health communication professionals, it's definitely worth your time to read. Go check it out at JOHC!