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
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”