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APHA Scientific Session and Event Listing

Recorded presentation

Charles Collins, PhD, National Center for HIV, Viral Hepatitis, STD, and TB Prevention, Centers for Disease Control and Prevention, 1600 Clifton Road MSE40, Atlanta, GA 30341, 404-639-0966, ccollins1@cdc.gov

Product and service development and introduction is one of the key functions in managing the integrated health marketing mix. This presentation describes CDC's efforts to develop and disseminate evidence-based HIV prevention interventions into public health practice.

There are three inter-related projects that the Division of HIV and AIDS Prevention at CDC conducts in developing and disseminating HIV prevention interventions: 1. The Synthesis Project; a meta-analysis of HIV prevention research to determine which interventions are efficacious and should be diffused; 2. The Replicating Effective Programs (REP) Project; a systematic packaging of efficacious intervention resources for use by prevention providers; 3. The Diffusion of Effective Behavioral Interventions (DEBI) Project; a health marketing project where efficacious interventions are broadly diffused.

The DEBI project will be discussed in length to demonstrate how public health interventions can be marketed. Health marketing efforts for DEBI include analysis of implementation complexity, service delivery organizations, communication channels and the broad social system of target customers. This comprehensive analysis has enabled DEBI project to make specific marketing decisions regarding adaptation of interventions to local conditions, capacity building for service organizations, use of peer opinion leaders and other role models, developing targeted messages and the like. Policy and resource-based strategies have also been instrumental in the marketing of HIV prevention interventions in the DEBI project.

Health marketing campaigns that are based on a thorough analysis of target consumers and service delivery organizations stimulate health agencies to try new interventions, facilitate uptake and decrease agency resistance to new public health practices.

Learning Objectives:

• Participants will understand the relevance and potential of marketing and communications for public health organizations
• Participants will learn how the power of marketing and communications can be further leveraged for public heath
• Participants will examine two examples to learn about the details of social marketing campaigns
• Participants will examine an example and learn how marketing principles can be used to launch new public health interventions

Keywords: Marketing, Communication

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation