The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #62628

Penelope M. Johnson, MEd, Battelle Memorial Institute, 14 Glenamoy Road, #301, Lutherville, MD 21093, 410-561-8258, penelopemj@aol.com

CDC faced a communication challenge in reaching both health care providers and the public with messages about DES, 30 years after the FDA advised physicians to stop prescribing the drug to pregnant women. The solution involved crafting materials for both consumers and health care providers with tailored messages for audiences with varied levels of motivation and sophistication. Message testing and materials format testing guided this process so that DES information could be presented without raising undue alarm. Research findings guided positioning of this long-awaited comprehensive compilation of DES information as an “update.” Positioning the information as an update supported the goals of gaining new attention for an old issue, building on prior DES knowledge, revising outdated perceptions and beliefs, and presenting the latest National Cancer Institute (NCI) research findings. Formats included contemporary print materials in a binder for consumers, a self-assessment guide, a website for both consumers and professionals, and presentation-quality lectures and curriculum guides for physicians, nurse practitioners, nurses, physician assistants, and medical students. Crucial to the goal of improving the quality and quantity of physician-patient interaction was timing of the release of materials. The health care community had to be prepared for patient inquiries that could be prompted by the consumer materials and/or press reports. Elements necessary to gain the attention of the health care community included convenient access to information relevant to daily practice from a credible source.

Learning Objectives:

At the conclusion of the session, the participant will be able to:
• Identify and construct tailored health communication messages across multiple and varied levels of audience health motivation and sophistication,
• Evaluate message testing for a potential at-risk audience without undue harm

Keywords: Health Communications, Women's Health

Related Web page: www.cdc.gov/DES

Presenting author's disclosure statement:
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Independent sub-contractor to Battelle's DES National Education Campaign contract with CDC September, 1999, through March, 2003.