Conference Tracks

Health Marketing: Nuts, Bolts and Beyond
This track will focus on the key elements of program development, implementation and evaluation. Specific topic areas within the key stages may include the following:

Initial Planning – Situation Analysis, Needs Assessment and Problem Identification, Target Market Identification and Segmentation, Formative Research Methods and Competition/Barriers to Desired Behavior Change

Strategy – Translating Science into Practice, Promoting Health Communication, Marketing and Media within Public Health Organizations, Targeting and Positioning, Encouraging Evidence-Based Health Communication, Marketing and Media Practice

Program Development and Implementation – Influencing your Target Audience, Effectively Reaching Your Audience – Message Development, Materials and Channel Selection, Designing the four Ps, Key considerations in Information Dissemination, Pretesting and Concept Development and Testing

Evaluation – Program Objectives vs. Actual Outcomes, Measuring Behavior Change, Quantitative/Qualitative/Mixed Methods, Measures for Effectiveness and Efficiency for Health Communication, Marketing and Media programs

Health Disparities and Social Determinants of Health
This track will address best practices, research and theoretical developments and methods for utilizing health communication and marketing methods to effectively reach and reduce health disparities across racial, ethnic and socioeconomic groups. Topics addressing information dissemination and interventions to “hard-to-reach” and vulnerable populations will be included.

New Frontiers – Trends and Technology
This track will focus on the use of new tools, models, evaluation methods, innovative technologies and emerging trends that contribute to the success of health communication and marketing programs.

Partnerships/Collaborations – Synergistic Relationships
This track will address topics related to the identification and engagement of both traditional and non-traditional partners in critical sectors as well as managing relationships with partners. The illustration of lessons learned and successes in the effective use of interventions to prevent disease and promote health in community-based participatory strategies will be included.