Presentations

Opening Plenary Session: Understanding Consumers

Edward Maibach, M.P.H., Ph.D., Moderator
Professor
George Washington University and George Mason University

Using Metaphor to Understand and Communicate to Your Audiences

Mary Beth Jowers, Speaker ( 746KB)
Managing Director
Olson Zaltman Associates

Self-Invention and Self-Care: A Yankelovich MONITOR Perspective on Understanding Health Consumers in the Emerging Era of Consumer Education

J. Walker Smith, Ph.D., Speaker ( 971KB)
President
Yankelovich, Inc.

Special Keynote Presentation

Introduction of speaker

Katherine Lyon Daniel, Ph.D.
Deputy Director
National Center for Health Marketing
Coordinating Center for Health Information and Service
Centers for Disease Control and Prevention

Applying Social Marketing Strategically: Lessons from England

Jeff French, Ph.D., M.B.A., Speaker ( 2.66MB)
Director
National Social Marketing Centre

Tracks

Track I: New directions for Evaluating Health Communication, Marketing, and Media Activities

Essential methods and best practices for measuring the effectiveness of health communication, marketing, and media activities; important conceptual and practical issues in the evaluation of health communication and health marketing programs.

• Evaluating and Improving the Health of the Nation: The Role of Health Communication, Marketing, Media, and e-Health Objectives
• Evaluating News Media Outreach and Stories: Challenges and Approaches
• CDC Centers of Excellence in Health Marketing and Communication
• Design and Evaluation of Field Studies: Challenges and Opportunities
• What is the Value of a Partner? Approaches to Evaluating Partnerships

Track II: Using Health Communication, Marketing and Media to Promote Behavior Change

Theoretical developments, research findings, and best practices/new tools related to influencing behavior change through health communication and marketing campaigns.

• Try This at Home: Best Practices in Applying Innovative and Creative Approaches to Behavior Change
• A Past, Present, and Future Look at the Evolution of Risk Communication (Rooms 245-246)
• What the Media Considers “Hot”
• Public Health and Branding: Build, Measure and Grow Your Health Program
• Important Lessons for Us All from National Media Campaigns for Teens and Tweens: The Anti-Drug, truth, and VERB Campaigns (Distance Learning Auditorium)

Track III: Disseminating Public Health Programs

Theoretical developments, research findings, and best practices/new tools that focus on developing strategies, partnerships, and distribution channels for delivering public health programs to and through other organizations such as public health departments, educational institutions, and businesses.

• Using Communication and Marketing to Influence “Place”
• Global Perspectives on Health Marketing
• Disseminating Public Health Programs: Lessons for Health Marketing
• Case Studies for Disseminating Public Health Programs

Track IV: Reducing Health Disparities: The Role of Health Communication, Marketing, and Media

Theoretical developments, research findings, and best practices/new tools focusing on how health
communication and marketing and media can be used to reach vulnerable populations, and the role of these disciplines in strategies for reducing health disparities.

• Educational Interventions for Reducing Health Disparities
• Community Health Promotion Interventions for Reducing Health Disparities
• Disparities in Health Outcomes Between Caucasian and African American Women
• Multiculturalism in the U.S. and Health Disparities
• Using Media to Spark Public Understanding of Social Determinants of Health and Equity

Track V: New Frontiers: Health Communication, Marketing, and Media

“Forward-looking” discussions aimed at advancing the fields of health communication,
marketing, and media.

• Integrating Marketing into Public Health Practice
• Rethinking “Culture”: Working Across Different Cultural Contexts
• The Effects and Impacts of Communication Technologies in Health Marketing
• Towards a New Paradigm for Health Marketing

Closing PLENARY SESSION: Reaching Consumers

Glen Nowak, Ph.D., Moderator
Chief, Media Relations
Office of Enterprise Communication
Centers for Disease Control and Prevention

Health Communication Challenges in the Digital World

Esther Thorson, Ph.D., Speaker ( 1.73MB)
Acting Dean, Missouri School of Journalism
Professor, Strategic Communication
Director of Research, Reynolds Journalism Institute
University of Missouri–Columbia

Developing a Collaborative Distribution Channels Strategy

Robert Spekman, Ph.D., M.B.A., Speaker ( 1.18MB)
Tayloe Murphy Professor of Business Administration