Notes from the Health Communication Media and Marketing Conf 08
A Place to Share Session Notes
Engaging Research Participants in the Construction of Understandable Messages: Readability, Health Literacy, and Hooks
Health Media, Marketing, and Communication Conference
Session notes – Day 3
Track IV: Engaging the Public to Adopt Healthy Behaviors
Engaging Research Participants in the Construction of Understandable Messages: Readability, Health Literacy, and Hooks
Presenter: Sarah M. Greene, MPH, Center for Health Studies, Group Health, Seattle, WA
Using considerable formative research, Group Health has created a toolkit for the development of low health literacy materials. The toolkit is in the public domain for all to use. PRISM Toolkit: http://www.centerforhealthstudies.org/sciresc/readability/readabili...
She cited a UCONN study that estimated that low health literacy costs the US between $106-$238 billon/year.
See:
http://www.npsf.org/pr/pressrel/2007-10-11.php
http://www.gwumc.edu/sphhs/departments/healthpolicy/chsrp/downloads...
In their study they are looking at the different kinds of emotional appeals for recruitment ads for research efforts along with the amount and type of text. The examined variables also included the context the messages would be received, the “dose” of information, and the density of information for their “Project Quit” materials. This is an effort within their Health Literacy & Engagement Study.
They used a three item screener to determine health literacy which included questions such as:
How often do you need help reading directions for medications or about your health
How often do you have someone help you with your condition?
They focused on using their basic tenets of plain language which included
• Straightforward sentence structure
• Concise explanations
• Well-organized
• Limiting the amount of information
• Formatted for easy reading
• Formatted with the users in mind
One recruitment method used a traditional letter, one used a plain language letter and brochure. The three appeals were call to action, fact-based, and emotional. She showed samples of all three.
As a part of her close she put up a word wall of concepts that need to be taken into consideration including:
Curiosity, “What’s in it for me?”, Altruism, Credibility, Privacy, Health Benefits, Salience, Clarity of “the ask”, Health Beliefs, Autonomy/Motivation, Tailoring.
She indicated that these are all considerations on the table but it is difficult to account for all of them during message development—but to be successful we need to start to figure it out.
Session notes – Day 3
Track IV: Engaging the Public to Adopt Healthy Behaviors
Engaging Research Participants in the Construction of Understandable Messages: Readability, Health Literacy, and Hooks
Presenter: Sarah M. Greene, MPH, Center for Health Studies, Group Health, Seattle, WA
Using considerable formative research, Group Health has created a toolkit for the development of low health literacy materials. The toolkit is in the public domain for all to use. PRISM Toolkit: http://www.centerforhealthstudies.org/sciresc/readability/readabili...
She cited a UCONN study that estimated that low health literacy costs the US between $106-$238 billon/year.
See:
http://www.npsf.org/pr/pressrel/2007-10-11.php
http://www.gwumc.edu/sphhs/departments/healthpolicy/chsrp/downloads...
In their study they are looking at the different kinds of emotional appeals for recruitment ads for research efforts along with the amount and type of text. The examined variables also included the context the messages would be received, the “dose” of information, and the density of information for their “Project Quit” materials. This is an effort within their Health Literacy & Engagement Study.
They used a three item screener to determine health literacy which included questions such as:
How often do you need help reading directions for medications or about your health
How often do you have someone help you with your condition?
They focused on using their basic tenets of plain language which included
• Straightforward sentence structure
• Concise explanations
• Well-organized
• Limiting the amount of information
• Formatted for easy reading
• Formatted with the users in mind
One recruitment method used a traditional letter, one used a plain language letter and brochure. The three appeals were call to action, fact-based, and emotional. She showed samples of all three.
As a part of her close she put up a word wall of concepts that need to be taken into consideration including:
Curiosity, “What’s in it for me?”, Altruism, Credibility, Privacy, Health Benefits, Salience, Clarity of “the ask”, Health Beliefs, Autonomy/Motivation, Tailoring.
She indicated that these are all considerations on the table but it is difficult to account for all of them during message development—but to be successful we need to start to figure it out.
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