The Sound of Science: An Evaluation of Cdc's Podcast Initiative

Theoretical Background and research questions/hypothesis: In 2006, the Centers for Disease Control and Prevention (CDC) launched an initiative to use podcasts to call attention to existing communication materials and to disseminate timely information about public health issues or events such as disease outbreaks and response measures. By 2012, CDC had produced 1,850 podcasts with <14 million downloads. With demand established, CDC sought to gain insight into how its podcasts were being used by listeners; how podcasts increased awareness and understanding of health issues; and most importantly, how podcasts changed or influenced health behaviors.

Methods: CDC conducted two consecutive online surveys from April through June 2011 promoted among a convenience sample of known podcast subscribers and visitors to CDC’s podcast webpage (www.cdc.gov/podcasts). Survey 1 had 38 questions (average completion time of 15 minutes). After 5 weeks, Survey 1 was replaced with Survey 2 to increase participation rate from 10% to 15%. To shorten the average completion time to 3 minutes, demographic and usability questions were removed from Survey 2, which contained 13 questions. Both surveys contained questions about

• How information from CDC podcasts is being used
• The usefulness and effectiveness of information disseminated through CDC podcasts in changing or reinforcing a personal health behavior or as a tool for people to help others adopt a positive or stop a negative health behavior
• How accessibility to CDC podcasts can be increased and barriers be decreased
• Other topics and languages of interest

CDC also asked participants to listen to a 59-second CDC podcast about the importance of choosing low-sodium products before answering follow-up questions about the usefulness of information presented. Each visitor who browsed through more than 2 pages on the CDC podcast website had a 50% chance of being randomly presented with the option to take the survey.

Results: Of 1,254 people who started the survey, a total of 166 participants completed Surveys 1 (66) and 2 (100). Survey participants included public health professionals (34%), health care providers (36%), and general consumers (30%). Data showed that CDC podcast listeners and viewers often share what they learn from CDC podcasts with clients, family, friends, and colleagues. Even when presented with a popular, well-publicized topic, such as salt intake, most podcast users reported learning new facts and applying the knowledge gained to improve or reinforce positive health behaviors. More importantly, users stated intent to use the information learned to help others adopt a positive or stop a negative health behavior, expanding the reach of health messages.  Results indicated that CDC podcast audiences are interested in dynamic health topics (emerging cases, information, and guidelines) that can potentially affect many people.

Conclusions: An advantage of using podcasts as a primary source of health information is that the users then serve as a communication channel for disseminating health messages. However, more evaluation of CDC’s podcast audiences is needed to determine their interest in future topics and the effectiveness of each podcast.

Implications for research and/or practice: Today, when budgets are limited and cost-effectiveness is necessary, podcasting can offer an inexpensive means to serve public health needs.