Decoding the Black Box: A Strategic Approach for Determining How Online/Offline Engagement Impact Health Behavior

Thursday, August 13, 2015: 12:45 PM-2:15 PM
Grand C/D
The American Institutes for Research (AIR), Health and Social Development Program proposes a panel of experts to explore the challenges, opportunities, and relevance of technological innovations in the private sector to public health communication. This panel of private and nonprofit experts will discuss forward-thinking strategies to the following seminal questions: How can we draw from private sector innovations in digital communication and apply them to health communication and marketing campaigns or other outreach and dissemination programs? How can we more accurately measure the impact of this work on actual behavior? What are the special considerations for public health communicators as we move forward? In addition, a new conceptual model, titled the AIR Health Behavior Engagement Model, will be introduced and discussed as one way of thinking of the inter-relationship of online and offline communication and its effect on knowledge, attitudes, beliefs, behaviors, and resulting interactions. This conceptual model demonstrates how individuals engage with their online and offline environment, and allows practitioners to strategically map, implement, and evaluate campaign elements to target specific influences on health behavior. The goal of this panel is to generate conversation within the health communication field, to enable health communication experts to expand their capabilities as digital strategists, and to yield best practice insights.

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