Online Program

Positioning of social marketing on the nation's health agenda: Looking forward

Wednesday, November 6, 2013 : 11:30 a.m. - 11:50 a.m.

Robert S. Gold, PhD, DrPH, Department of Public and Community Health, University of Maryland, College Park, College Park, MD
Healthy People 2020 objectives include: (1) expansion of social marketing approaches used in health promotion and disease prevention initiatives conducted by health departments in the 50 states; (2) implementation of formal instructional plans for teaching social marketing in the more than 50 schools and colleges of public health and accredited public health programs; and (3) implementation of public health practitioner workforce-development initiatives to strengthen consumer-oriented, evidence-based approaches to improving population health. Baseline data for these three initiatives will give rise to a myriad of discussion points for institutionalizing social marketing approaches at key decision stages of relevant public health education and behavior change programs and policies. Consensus building techniques, institutional collaborations, and utilization of emerging technologies are among the multiple methods and platforms for tracking, compiling, and reporting data for these three initiatives that also will establish a strategic plan for helping to realize Health Communication and Health Information Technology Objectives 13.1, 13.2, and 13.3. Achievement of the Healthy People 2020 targets for social marketing will require a cross-sector approach involving academic, governmental, and non-governmental initiatives and cooperation, as well as deployment of cutting-edge technologies. Identification of specific kinds of resources to see these initiatives through to fruition will be presented through the lens of a prominent founding dean of a school of public health with extensive accompanying experience in both the public and private sectors and understanding of rich, emergent communication and learning technologies.

Learning Areas:

Administration, management, leadership
Advocacy for health and health education
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education
Social and behavioral sciences

Learning Objectives:
Define 'Healthy People 2020' Health Communication and Health Information Technology (HC/HIT) Objectives 13.1–13.3 Describe possible approaches for measuring and monitoring social marketing deployment in state health departments, schools and colleges of public health, and other entities charged with developing national infrastructure for social marketing. Identify specific roles and technologies for achieving HC/HIT Objectives 13.1–13.3 for 'Healthy People 2020.'

Keyword(s): Social Marketing, Training

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a former dean of a school of public health with prior experience in public and private sector organizations and development and use of learning and communication technologies for public health education.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.