Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #112488

Tambra Stevenson, MS, Dept of Family Medicine and Public Health, Tufts University School of Medicine, 38 T St, NW, Washington, DC 20001, 617-877-9508, tambra.stevenson@alumni.tufts.edu

With a need to develop a stronger and diverse public health workforce, universities need to better understand how to properly market and retain to a diverse, student population using culturally appropriate communication tools and resources. Little data are available on how to design websites targeting youth interested in health career and developmental programs. The purpose of the project was to identify desired features for a youth-focused, health career website, marketing communication strategies and website guidelines.

The target audience included students from educationally and economically disadvantaged backgrounds who are enrolled in post-secondary education. Using a mixed methodology, the formative evaluation included focus group sessions, web-based surveys and in-depth interviews. Also a benchmark analysis of health career websites, SWOT analysis, and a literature review guided the study design. Benchmark analysis proved useful in identifying existing efforts in using the internet to capture the target audience. Data revealed the preferred ways for reading health career materials are Internet, newsletter, and brochure. The findings indicate that the website can serve as a valuable marketing tool by engaging the target audience and promoting the program.

This interactive presentation will provide a case scenario for participants in developing a youth-centered, evidence-based website and marketing plan for preparing and enriching young adults pursuing a career in the health professions.

Learning Objectives:

• * Create a evidence-based communication plan and website strategies targeting a culturally-diverse student population
• * Apply the use of evidence-based research and benchmark analysis to gain diverse cultural needs, perceptions, beliefs and lifestyle of students in designing health career websites
• * Identify marketing strategies to create an effective website to attract a diverse student population

Keywords: Social Marketing, Students

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.