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Health Communication

Goal

Introduction

Modifications to Objectives and Subobjectives

Progress Toward Healthy People 2010 Targets

Progress Toward Elimination of Health Disparities

Opportunities and Challenges

Emerging Issues

Progress Quotient Chart

Disparities Table (See below)

Race and Ethnicity

Gender and Education

Location and Disability

Objectives and Subobjectives

References

Related Objectives From Other Focus Areas

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Midcourse Review Healthy People 2010 logo
Health Communication Focus Area 11

Emerging Issues


The communication landscape continues to change rapidly in response to the emergence of new technologies and new ways of creating and exchanging information. The health policy landscape is also changing to include an emphasis on health information technology and consumer empowerment through technology.22 In conjunction with electronic health records owned by health care facilities, personal health record systems are being proposed as a means to provide consumers with control of their own health information and to facilitate information exchange with providers and organizations.22, 23, 24 Although personal health records have not been widely diffused, evidence about "disruptive technologies," such as instant messaging, blogging, and podcasting, indicates consumers are willing to adopt new technologies if they fit users' purposes.1

In addition to the Internet, marketing is a major source of health information for the public. IOM's recent study on food and beverage marketing to children and the Kaiser Family Foundation's study of direct-to-consumer advertising of prescription drugs indicate that this type of information can be influential in health decisions.25, 26 Helping the public locate and assess health information is an ongoing issue.

Emerging public health threats, such as avian influenza, natural disasters, and bioterrorist events, present major challenges to health communication planning and implementation.27, 28 The examples of Hurricanes Katrina and Rita indicate that communication must occur among first responders and the public even when the infrastructure has been destroyed.27 First responders must be able to communicate among themselves and with the public. The public must have reliable access to trusted sources and reliable information to prepare and respond to emergencies.27 Anticipating the communication requirements of first responders and the public as public health threats emerge has been identified as a national priority.27, 28


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