Eileen Haag

e-Learning Applications Group ManagerHealth Communication and Technical TrainingOak Ridge Institute for Science and Education

National Conference on Health Communication, Marketing, and Media

August 9-11, 2011

Building a Better Message: The 10 Variables That Really Matter

The Tool

Division of Cancer Prevention and Control

National Center for Chronic Disease Prevention and Health Promotion

BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE

Division of Cancer Prevention and Control

Specifically, the MDT helps users:

• Craft a message by incorporating variables that have been found to enhance effectiveness of health communication.

• Code a draft message against those variables to determine the response level or influence the message may have on the target audience or across target audiences.

• Change message tactics that may improve an audience’s predicted intentions to comply with a message (based on the tool's algorithm derived from Keller and Lehmann's [2008] model).

• Defend a message based on a tool generated report with data from the literature about how each variable contributes to message effectiveness for a particular audience.

BACKGROUND METHODS AND RESULTS CONCLUSIONS IMPLICATIONS FOR PRACTICE

Division of Cancer Prevention and Control

Table 3: Key Features of CDC's Message Development Tool

1. Database-driven algorithm based on Keller and Lehmann's model that will provide a visual of

predicted average health intention based on the message elements coded by the user

2. Tutorials and resources on communication strategy planning, the message development

process, message variables, and effective use of the MDT

3. Features to allow message design, development, and review as a "team"

4. Social media components (including a "community forum") to provide users the opportunity to

share messages, collect feedback, and "follow" expert users who consistently provided sound

message development advice

5. Features to allow users to identify, connect with and learn from health communicators in

similar message development situations

6. Capabilities to produce a summary report to assist communicators with defending their

message through approval channels

METHODS AND RESULTSBACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE

Division of Cancer Prevention and Control

User Testing

Methods: CDC and ORISE teamed with UserInsight in Atlanta, GA to conduct 10 interviews with a mix of novice and expert CDC health communicators.

Used wireframes, click through HTML pages.

Results:

• Need to have a clear process description for message development and evaluation/assessment upon first entry and throughout tool.

• The Predicted Intentions Score (to quantitatively assess message value) must be clearly displayed and simply explained.

• Streamline how preliminary information for message development is captured (Health Problem, Target Audience, Barriers, Goal/Objectives, Dissemination Channels, Know/Feel/Do).

METHODS AND RESULTSBACKGROUND CONCLUSIONS IMPLICATIONS FOR PRACTICE

Division of Cancer Prevention and Control

Results: (continued)

• Tone down the science and validation of the tool (but make it accessible for those interested) and clearly brand the tool as from CDC

• Easy revision of messages (including the ability to re-code and produce a new score).

• Learning center content embedded into each page using pop-up boxes ("fly-overs").

• Testers saw how the tool would be very useful for multiple audience comparisons on a message

• Need a name! Message Development Tool needs a name and branding that gives correct impression of what the tool is and does

For more information please contact Centers for Disease Control and Prevention

1600 Clifton Road NE, Atlanta, GA 30333Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: cdcinfo@cdc.gov Web: www.cdc.gov

CDC's MDT is expected for BETA release

in February 2012.

Messageworks@orau.gov

Division of Cancer Prevention and Control

National Center for Chronic Disease Prevention and Health Promotion