Be FIRST'

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Be RIGHT.
Be FIRST.
Be CREDIBLE.
Public Health Communication Mandates in the 21st
Century
Jay M. Bernhardt, PhD, MPH National Center for
Health Marketing Coordinating Center for Health
Information and Service
10/2005
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CDC Communication Challenges from 2003 - 2005
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CDC Communication Challenges Lessons Learned

• Immediate demand for information
• Unyielding commitment to accuracy
• Must build and maintain publics trust
• Can we Be FIRST and Be RIGHT and Be
  CREDIBLE at the same time?

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Todays Talk

• Communication and the New CDC
• Enterprise Communication
• National Center for Health Marketing
• Communication Campaigns
• Emergency Communication
• Remaining Challenges

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The New CDC
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The Future is Now
Input
July 2003
Ideas
2004
Implementation
2005
Impact
Early wins 2005
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CDC Then
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The New CDC
Alliances
Channels
Partners
Stakeholders
Federal Agencies
Education
Healthcare Delivery
Business
Public Health Systems
Coordinating Center for Health Information and
Services
National Center for Health Marketing
National Center for Public Health Informatics
National Center for Health Statistics
Coordinating Center for Infectious
Diseases NCID, NCHSTP, NIP
Coordinating Center for Health
Promotion NCCDPHP, NCBDDD, Genomics
Coordinating Center for Environmental and
Occupational Health and Injury Prevention NCEH/ATS
DR NCIPC, NIOSH
Office of Global Health
Office for Terrorism Preparedness Emergency
Response
Executive Leadership Board
Management Council
Executive Team
Strategy and Innovation
Chief of Science
Chief of Public Health Practice
Workforce and Career Development
Office of the Chief of Staff
Enterprise Communication
Director
CDC Washington
Office of the Chief Operating Officer
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CDCs Strategic Imperatives

• Health impact align people, strategy, goals,
  investments, and performance to maximize impact
  on peoples health/safety
• Customer centricity market what people need to
  choose health
• Public health research create/disseminate the
  knowledge and innovations people need to protect
  their health
• Leadership leverage expertise to improve the
  health system
• Global health impact extend knowledge and tools
  to promote health protection around the world
• Accountability sustain peoples trust and
  confidence by making efficient and effective use
  of their investments in us

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CDCs Overarching Health Protection GoalsPEOPLE
. . . PLACES . . . PREPAREDNESS

• Healthy People in Every Stage of Life (5 goals)
• All people, and especially those at greatest
  risk for health disparities, will achieve their
  optimal lifespan with the best possible quality
  of health in every stage of life.
• Healthy People in Healthy Places (7 goals)
• The places where people live, work, learn, and
  play will protect and promote their health and
  safety.

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CDCs Overarching Health Protection GoalsPEOPLE
. . . PLACES . . . PREPAREDNESS

• Global Health (3 goals)
• Healthy people in a healthy world.Health
  promotion, Health protection, Health diplomacy
• Preparedness (6 goals)
• People in all communities will be protected from
  infectious, occupational, environmental, and
  terrorist threats.Influenza, Anthrax, Plague,
  EID, Toxic chemicals, Radiation

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CDCs Overarching Health Protection GoalsPEOPLE
. . . PLACES . . . PREPAREDNESS

• Identify goal leaders and action teams
• Obtain internal and external input
• Develop goal action plans
• Revise goal action plans
• Execute, measure, and report performance on goal
  action plans

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Communication functions at the New CDC
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CDC Now
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ECO and NCHM

• Enterprise Communication
• Agency-wide
• Urgent near-term
• Hot issue management

• National Center for Health Marketing
• Program-specific
• Planned long-lead
• Science-based information

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Office of Enterprise Communication

• The mission of OEC is to assure CDCs leadership
  role in promoting public health and preventing
  disease by fostering an enterprise-wide culture
  that
• Ensures coordination and prompt response to
  urgent issues and concerns
• Anticipates and elevates issues that shape the
  Agencys position
• Upholds and safeguards our credibility and
  confidence of employees, partners and public
• Promotes effective and efficient communication
  networks

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Office of Enterprise Communication
Internal Communication
OEC
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Office of Enterprise Communication

• Credibility Risk Management
• Reputational risk, brand enhancement, brand risk
  mitigation
• Policy Analysis and Coordination
• Facilitate development/dissemination of
  science-based policies
• Media Relations
• Increase visibility and awareness of health
  risks, risk factors, and CDCs programs and
  activities
• Internal Communications
• CDC Connects, IPTV, Bulletin Board Postings,
  Promoting Successes

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National Center for Health Marketing

• The (working) mission of NCHM is to achieve the
  maximum health protection impact of CDCs science
  and health information through marketing and
  communication programs, products, and services
  that are
• High Impact, leveraging strengths and networks
• Science Based, using established best practices
• Value Added, implementing innovative programs
  that collaborators could otherwise not do
  themselves
• State-of-the-Art, emphasizing todays and
  tomorrows marketing solutions to yesterdays
  challenges and problems.

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Marketing vs. Health Marketing

• Creating, communicating, and delivering value
  to customers in ways that benefit the company and
  its stakeholders.
• American Marketing Association
• Creating, communicating, and delivering
  science-based health information of value to
  customers to meet the health protection needs of
  diverse populations and partners.
• National Center for Health Marketing (Working
  Draft)

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National Center for Health Marketing
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Next Steps for NCHM

• Refine mission, vision, functions
• Build bridges to CDC Centers and Programs
• Build bridges to State/Local Public Health
• Build bridges to CDCs Partners(both current and
  new in all sectors)
• Implement high-impact, value-added,
  science-based, state-of-the-art programs for
  maximum health impact

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Communication in the CCs and NCs

• Enterprise Communication Office at CC
• External Relations Office at the CC or NC?
• Assoc Dir of Communication now Assoc Dir of
  Communication Science at NC
• Communications, Marketing, Media Relations Staff
  at Divisions and Branches

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Communication at CDC
HealthMarketing
EnterpriseCommunication
Centers,Institutes,Offices
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CDC Communication ProgramsPlanned Campaigns and
Emergency Communication
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Proven Health Marketing Campaigns

• Smoking Prevention and Cessation
• National Folic Acid Campaign
• Advancing HIV Prevention Initiative
• Community Water Fluoridation
• Child Safety Seat Education Program
• Choose Respect Violence Prevention
• Breast and Cervical Cancer Screening
• 5-a-Day (Fruits and Vegetables)

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VERB Its what you do

• Based on extensive audience research
• Intended audience tweens
• Channel and source preferences identified
• Campaign used paid targeted advertising
• Using comm science, messages focused on
  self-efficacy for any types of activity

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VERB Its what you do
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VERB Year 1 Evaluation
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VERB Year 2 Evaluation

• Awareness
• 95 of tweens were aware of VERB and understood
  its message
• Engagement in Physical Activity
• 61 of children exposed to VERB were active
• 46 of children not exposed to VERB were active

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Emergency Communication System

• An emergency response unit of CDC/NCHM
• Expertise in risk and crisis communication
• Comprised of 11 teams with resources and skills
  in disseminating emergency information
• Accurate messages disseminated through
  appropriate channels and to multiple audiences
• Purpose To assure CDC health messages are
• Consistent Effective Timely

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ECS Teams

• Leadership
• Information Management
• Communication Research
• Public Response Hotline
• Web

• Clinician Communication
• Community Health Ed
• Policymakers
• Public Health Workforce
• Epi-X
• Media

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How Does ECS Work?

• Established communication networks
• Two-way communication with audiences
• Tested research mechanisms
• Focus groups
• Pre-, intra-, and post-event message testing
• Access to external communication experts

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Why is This Important?

• Centralizes communication response, eliminating
  duplicated efforts
• Links communication experts with SMEs
• Tailors communication to peoples need
• Ensures that Agency speaks accurate scientific
  information with just one voice

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ECS Collaborations Across CDC

• West Nile Virus NCID
• Smallpox Vaccine NCID, NIP
• SARS NCID, NIOSH
• Monkeypox NCID, NIP
• Influenza NCID, NIP
• Tsunami NCEH/ATSDR, NCID, NCIPC, NIOSH
• Hurricanes NCEH, NIOSH, NCID, NIP, NCCDPHP

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Hurricane Katrina and Rita By the Numbers

• Media Relations 375 press calls
• Public Hotline Inquires 1,333 calls and 544
  emails
• CDCs Hurricane Website 2.4 million page views
• Clinician Information Line 292
• Clinician and Health Professional E-mail 788
• Communication Materials Developed 250
• Injury, food, water, clean-up, animal/insect
  hazards, illness prevention, hygiene, infectious
  diseases, chemicals, etc.
• Posters, fact sheets, interim guidelines, PSAs,
  websites, etc.

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Communication at the New CDC

• Science-based communication and marketing
• Build upon successful campaigns and systems
• Strong links between communicators and SMEs
• Aligned with agency goals
• Internal and external brand management

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Are We There Yet?

• Will we always be FIRST?
• Will we always be RIGHT?
• Will we always be CREDIBLE?
• Will we all always be CONSISTENT?
• How can we all improve our information exchange
  to ensure greater message consistency?

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CDC and NPHIC Collaborations

• Information exchange and networks for message
  development and consistency
• Knowledge management for shared experiences and
  best practices
• Surge capacity between states and CDC
• Pilot projects to test implementation of
  innovative strategies and best practices
• Next steps?

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Thank You!
CDC looks forward to working with all of you to
promote health protection in the US!