Using Health Promotion Theory and Market Research Data to Inform Diabetes Communication and Education

Objective:To use health promotion theory and data from a commercial market research database to inform diabetes communication and education strategies.

Methods:The National Diabetes Education Program (NDEP) is using Porter Novelli’s Styles© database to better understand how to reach and motivate its audiences. This database is composed of results from two yearly mail surveys, the ConsumerStyles© survey, which examines attitudes and media and consumer behavior, and the HealthStyles© survey, which examines health beliefs, attitudes and behaviors. NDEP has analyzed data from the 5,399 respondents who answered both surveys in 2008 with the intention of identifying audience segments. In turn, this will inform message strategies for each segment. This presentation will report on these analyses.

Results:People at risk for diabetes, with pre-diabetes, and with diabetes, men and women, and people in different age and ethnic/racial groups differ in sources of information used and relevant attitudes. 

Conclusion:Health promotion theory and existing market research data can be used to inform promotion strategies for increased program effectiveness and impact. Theories of behavior change and communication can inform diabetes-related communication and education programs. The findings of this study have important Implications for promoting NDEP materials and messages.