The changing face and rapid pace of public health communication

Abstract

The advent of the Internet has connected people to an infinite amount of information and revolutionized the way people interact with information. Health consumers have become health collaborators, proactively seeking information for their own wellbeing through peer-managed blogs, online social networks, text messaging, podcasts, online gaming, and virtual worlds. The proliferation of e-technologies is resulting in a blossoming of human interaction and has put the consumer in control. Today the challenge for health communicators is to overcome the traditional tendency to disseminate unidirectional messages and, instead, empower consumers to assess the quality and veracity of information from ever-compounding sources. Over 80% of American Internet users have searched for health information online, giving us no choice but to reassess how public health delivers messages and resources to target populations. To inspire and empower health professionals to apply and adapt new technologies to advance public health, the authors showcase some practical best practices communicators are employing (YouTube™ and vaccination, Facebook^®'s Izzy the Immunization Bear, FluWiki, Wii™ Sports for Seniors, virtual pandemic influenza training, CDC's virtual Whyville™, Twitter™, FireBlogging, Google Maps™, mobile phones and SEXINFO, CORAZON, and Africa). New media offer efficacious possibilities to continue outreach in an era of diminishing resources.

Keywords:

• Health communication
• New media
• e-Technologies

Additional information

Notes on contributors

Everly Macario

Everly Macario provides ‘big picture’ strategic counsel to assure programs meet their goals within budget and competition realities; develops partnerships by bringing together organizations from all sectors to achieve goals; conducts qualitative and quantitative research; writes for multiple audiences; draws on her public relations expertise to engage a range of audiences and media outlets; and creates public health education products tailored to target populations – from limited literacy brochures, peer-reviewed scientific journal articles, and Topline reports to blogs, websites, virtual town hall discussions, online courses, and documentaries. She has delivered such services to over 40 clients. Recently, Dr Macario moderated about 150 in-person focus groups on topics related to 2009 H1N1 influenza and vaccine, seasonal influenza and vaccine, childhood and preteen immunizations, secondhand smoke, colorectal cancer, oral and dental health, sudden infant death syndrome (SIDS), diabetes, drug abuse prevention, diabetic eye disease, and older adults and civic participation. She received Doctor of Science, Master of Science, and Master of Education degrees from Harvard University and has published two-dozen articles in scientific journals. She is a bilingual/bicultural Argentinean American fluent in Spanish and creates health education products in Spanish.

Edgar Morales Ednacot

Edgar Ednacot is Health Education Supervisor for the Information and Education Section of the California Department of Public Health, Immunization Branch. Edgar co-produced the documentary, ‘Brochure 2 Blog: Public Health Communication for a New Age’, which discusses how new media and technology have revolutionized public health communication. Edgar also co-produced a Webcast addressing vaccine safety in the virtual town hall discussion, ‘Vaccines: Wading through the Confusion’. In addition to Dr Ednacot's work in immunization, he has developed and implemented successful tobacco control media campaigns for local and state governments. Dr Ednacot has been involved with innovative public health campaigns reaching teens and young adults to address HIV/AIDS, teen pregnancy, and H1N1 prevention. He has a Masters of Public Health from San Jose State University and a Doctorate of Education from the University of San Francisco. He is Adjunct Professor at Las Positas College in Livermore, California, where he teaches health science courses.

Lars Ullberg

Lars Ullberg, an Emmy Award winner, has been writing, developing, and producing new media, television, and film for over 20 years. A seasoned show runner and member of the Producer's Guild, he has experience managing productions in the US and abroad. He has written over 30 national broadcast scripts and interviewed hundreds of people including politicians, celebrities, scientists, newsmakers, convicts, children, artists, and even runaway brides. He offers his consulting services as a public health communicator, producer, and facilitator for media, virtual reality, and online projects through ACT. Previously, he served as Executive Producer of the University of Illinois Chicago Center for the Advancement of Distance Education, one of the premiere media development organizations for public health. Supervising a staff of over 60 people, he led developments in broadcasting, Webcasting, games, and virtual reality for clients ranging from the Department of Homeland Security, Centers for Disease and Prevention and Prevention (CDC), US Health Services Administration, California Distance Learning Health Network, British Petroleum (BP), and the City of Chicago. He has presented before the US Senate Subcommittee on Homeland Security and at national symposiums on a wide range of media projects from documentaries to virtual reality training simulations and games.

John Reichel

John Reichel is a Medical Editor/Writer based in Martinez, California. He holds a Bachelor of Arts degree from the University of California, Berkeley, with a major in Social Sciences and a background in both pre-medicine and journalism. He has edited medical research papers and health education materials for Kaiser Permanente, Sutter Health, Time, Inc., and the State of California. He is a past member of the American Medical Writers Association (AMWA) and has presented workshops at national and regional conferences. He is an avid fan of electric trains and for 10 years was the adult leader of the Teen Association of Model Railroaders, helping with editing, writing, and promotions.