Doğan Eroğlu

Health Information–Seeking Behaviors, Health Indicators, and Health Risks

OBJECTIVES We examined how different types of health information-seeking behaviors (HISBs)-no use, illness information only, wellness information only, and illness and wellness information combined-are associated with health risk factors and health indicators to determine possible motives for health information seeking. METHODS A sample of 559 Seattle-Tacoma area adults completed an Internet-based survey in summer 2006. The survey assessed types of HISB, physical and mental health indicators, health risks, and several covariates. Covariate-adjusted linear and logistic regression models were computed. RESULTS Almost half (49.4%) of the sample reported HISBs. Most HISBs (40.6%) involved seeking a combination of illness and wellness information, but both illness-only (28.6%) and wellness-only (30.8%) HISBs were also widespread. Wellness-only information seekers reported the most positive health assessments and the lowest occurrence of health risk factors. An opposite pattern emerged for illness-only information seekers. CONCLUSIONS Our findings reveal a unique pattern of linkages between the type of health information sought (wellness, illness, and so on) and health self-assessment among adult Internet users in western Washington State. These associations suggest that distinct health motives may underlie HISB, a phenomenon frequently overlooked in previous research.

Decisional Balance, Perceived Risk and HIV Testing Practices

Improving our understanding of how individuals decide to take an HIV test is essential for designing effective programs to increase testing. This paper assesses the relationship of decisional balance and perceived risk to HIV testing history in a cross-sectional community sample of 1523 HIV-negative men and women at risk due to drug use or sexual behavior. We developed scales to measure perceived advantages (pros) and perceived disadvantages (cons) of taking an HIV test and assessed their content using factor analysis. Perceived risk was highly related to the pros and cons scales. Multivariate analyses revealed that the pros scale had positive associations with having ever tested and the number of tests taken, while the cons scale had negative associations with these testing measures. Perceived risk was not related to testing practices. These results suggest that interventions to increase HIV testing need to address anticipated positive and negative outcomes of getting tested.

Mass media health communication campaigns combined with health-related product distribution: a community guide systematic review

CONTEXT Health communication campaigns including mass media and health-related product distribution have been used to reduce mortality and morbidity through behavior change. The intervention is defined as having two core components reflecting two social marketing principles: (1) promoting behavior change through multiple communication channels, one being mass media, and (2) distributing a free or reduced-price product that facilitates adoption and maintenance of healthy behavior change, sustains cessation of harmful behaviors, or protects against behavior-related disease or injury. EVIDENCE ACQUISITION Using methods previously developed for the Community Guide, a systematic review (search period, January 1980-December 2009) was conducted to evaluate the effectiveness of health communication campaigns that use multiple channels, including mass media, and distribute health-related products. The primary outcome of interest was use of distributed health-related products. EVIDENCE SYNTHESIS Twenty-two studies that met Community Guide quality criteria were analyzed in 2010. Most studies showed favorable behavior change effects on health-related product use (a median increase of 8.4 percentage points). By product category, median increases in desired behaviors ranged from 4.0 percentage points for condom promotion and distribution campaigns to 10.0 percentage points for smoking-cessation campaigns. CONCLUSIONS Health communication campaigns that combine mass media and other communication channels with distribution of free or reduced-price health-related products are effective in improving healthy behaviors. This intervention is expected to be applicable across U.S. demographic groups, with appropriate population targeting. The ability to draw more specific conclusions about other important social marketing practices is constrained by limited reporting of intervention components and characteristics.

Social Marketing and Health Communication: From People to Places

The author reflects on the role social marketing can play in helping health providers and public health experts communicate health information to the public. The author suggests that social ecological theory combined with social marketing can help public health experts identify environmental, interpersonal and demographic barriers to improving public health. Disease prevention information can utilize market segmentation strategies to provide information based on the social norms of communities.

HIV-positive patients’ discussion of alcohol use with their HIV primary care providers

OBJECTIVES We investigated the prevalence of HIV-positive patients discussing alcohol use with their HIV primary care providers and factors associated with these discussions. METHODS We recruited 1225 adult participants from 10 HIV care clinics in three large US cities from May 2004 to 2005. Multivariate logistic regression analysis was used to assess the associations between self-reported rates of discussion of alcohol use with HIV primary care providers in the past 12 months and the CAGE screening measure of problem drinking and sociodemographic variables. RESULTS Thirty-five percent of participants reported discussion of alcohol use with their primary care providers. The odds of reporting discussion of alcohol were three times greater for problem drinkers than for non-drinkers, but only 52% of problem drinkers reported such a discussion in the prior 12 months. Sociodemographic factors associated with discussion of alcohol use (after controlling for problem drinking) were being younger than 40, male, being non-white Hispanic (compared with being Hispanic), being in poorer health, and having a better patient-provider relationship. CONCLUSIONS Efforts are needed to increase the focus on alcohol use in the HIV primary care setting, especially with problem drinkers. Interventions addressing provider training or brief interventions that address alcohol use by HIV-positive patients in the HIV primary care setting should be considered as possible approaches to address this issue.

Looking to the Future of New Media in Health Marketing: Deriving Propositions Based on Traditional Theories

ABSTRACT Market trend data show that the media marketplace continues to rapidly evolve. Recent research shows that substantial portions of the U.S. media population are “new media” users. Today, more than ever before, media consumers are exposed to multiple media at the same point in time, encouraged to participate in media content generation, and challenged to learn, access, and use the new media that are continually entering the market. These media trends have strong implications for how consumers of health information access, process, and retain health-related knowledge. In this article we review traditional information processing models and theories of interpersonal and mass media access and consumption. We make several theory-based propositions for how traditional information processing and media consumption concepts will function as new media usage continues to increase. These propositions are supported by new media usage data from the Centers for Disease Control and Preventions entry into the new media market (e.g., podcasting, virtual events, blogging, and webinars). Based on these propositions, we conclude by presenting both opportunities and challenges that public health communicators and marketers will face in the future.

Systematic formative research to develop HIV prevention messages for people living with HIV.

Systematic formative research is vital to the successful development of health communication and marketing messages targeting people living with HIV (PLWH). The purpose of this study was to use a systematic process to develop and pretest HIV prevention messages for PLWH. We conducted our study in three phases with findings from each phase informing the development of the subsequent phase. In Phase 1, we employed idea-generation techniques in group settings with PLWH and HIV prevention experts to elicit a comprehensive list of HIV prevention strategies and persuasive arguments for these strategies. In Phase 2, we conducted focus groups and in-depth interviews with PLWH to evaluate the messages that emerged in Phase 1. In Phase 3, we administered a structured survey instrument to PLWH to quantitatively evaluate audience reactions and receptivity to the 19 most promising messages from Phase 2. By Phase 3, the majority of participants agreed with evaluative statements that expressed favorable attitudes toward the messages. These results support the utility of systematic efforts to generate and screen messages prior to large-scale testing.

Audience Reactions and Receptivity to HIV Prevention Message Concepts for People Living With HIV

This study measured audience reactions and receptivity to five draft HIV prevention messages developed for people living with HIV (PLWH) to inform future HIV message choice and audience targeting decisions. Our premise was that message concepts that receive wide audience appeal constitute a strong starting point for designing future HIV prevention messages, program activities, and health communication and marketing campaigns for PLWH. The majority of participants indicated agreement with evaluative statements that expressed favorable attitudes toward all five of the message concepts we evaluated. Participants gave the lowest approval to the message promoting sero-sorting. Sociodemographic characteristics played less of a role in predicting differences in message perceptions than attitudes, beliefs and sexual behavior. The general appeal for these messages is encouraging given that messages were expressed in plain text without the support of other creative elements that are commonly used in message execution. These results confirm the utility of systematic efforts to generate and screen message concepts prior to large-scale testing.

New Communication Channels: Changing the Nature of Customer Engagement

Health communication and marketing professionals represent an exceptionally diverse field in their backgrounds and professional interests. A common factor among those who develop and implement health communication and marketing programs is the tactic of customer engagement. The widespread growth of new communication channels, however, has made it critical that health marketing professionals consider both new and traditional channels in developing health marketing programs to engage customers and deliver health information. Whereas there has been substantial progress in efforts to engage customers through these new channels, future work is needed to examine how these new channels can be integrated with traditional channels in health programs and to incorporate existing marketing knowledge into health promotion and disease prevention efforts.

Crisis and emergency risk messaging in mass media news stories: is the public getting the information they need to protect their health?

ABSTRACT The mass media provide an important channel for delivering crisis and emergency risk information to the public. We conducted a content analysis of 369 newspaper and television broadcast stories covering natural disaster and foodborne outbreak events and coded for seven best practices in crisis and emergency risk messaging. On average, slightly less than two (1.86) of the seven best practices were included in each story. The proportion of stories including individual best practices ranged from 4.6% for “expressing empathy” to 83.7% for “explaining what is known” about the event’s impact to human health. Each of the other five best practices appeared in less than 25% of stories. These results suggest much of the risk messaging the public receives via mass media does not follow best practices for effective crisis and emergency communication, potentially compromising public understanding and actions in response to events.