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served to date, messages and materials
directed at different stages of intended
audience behavior change)
• Opportunities for cooperative ventures
Gather New Data as Needed
You may find that the data you have
gathered does not give enough insight into
the health problem, its resolution, or
knowledge about those who are affected in
order to proceed. In other instances, you
may have enough information to define the
problem, know who is affected, and identify
the steps that can resolve it, but other
important information about the affected
populations may be unavailable or outdated.
To conduct primary research to gather more
information, see the Communication
Research Methods section.
Sometimes it is impossible to find sufficient
information about the problem. This may be
because the health problem has not yet
been well defined. In this case, you might
decide that a communication program is an
inappropriate response to that particular
problem until more becomes known.
Identify All Components of a Solution
Adequately addressing a health problem
often requires a combination of the
following approaches:
• Communication (to the general public,
patients, health care providers,
policymakers—whoever needs to make or
facilitate a change)
• Policy change (e.g., new laws, regulations,
or operating procedures)
• Technological change (e.g., a new or
redesigned product, drug, service, or
treatment; or changing delivery of existing
products, drugs, services, or treatments)
Yet all too often we rely on health
communication alone and set unrealistic
expectations for what it can accomplish. It is
vitally important to identify all of the
components necessary to bring about the
desired change and then to carefully
consider which of these components is
being—or can be—addressed. For example,
consider a woman who needs a
mammogram. The mammogram graphic
shows some of the problems that may
Solution: Requires
Communication
Strategy
Communication
to Doctors
■ Persuade doctors to
give mammogram
referrals to all women
in the appropriate
age group
Communication
to Women
■ Present the benefits
(that women think are
important) of getting a
mammogram that will
outweigh her fears
Communication Strategy
A Case Study: Mammogram
My doctor
doesn’t
recommend a
mammogram.
I don’t think
I need it. I’m
afraid of getting a
mammogram.
My health
insurance
doesn’t cover
mammograms.
I can’t travel
40 miles to get a
mammogram and
I can’t miss
work.
Solution: Requires
Change in Policy
and Resources
Policy
■ Mandate coverage of
mammograms in
accordance with
screening guidelines
Technology
■ Outfit a van with
mammography
equipment and send
to her neighborhood
during nonworking
hours
18 Planning and Strategy Development