For this week’s application
assignment, I chose to evaluate a scholarly article, Strategic use of Communication to Market Cancer Prevention and Control
to Vulnerable Populations.
BEFORE You Continue Reading…
Now that you have those
seeds planted in your minds…let’s take a look at this situation.
Background
The author defines “vulnerable
populations” as those including elderly immigrant, socio-economically deprived,
and minority health care consumers ” (Kreps, 2008, p. 206). These populations
are typically the poorest, lowest educated, and most subjugated members of
society (Kreps, 2008, p. 204). For these
reasons, this population faces a higher death rate from cancers than others
(Kreps, 2008. p. 204).
Kreps lists three reasons
why this group is more vulnerable to the disease (1) illiteracy, (2) cultural
barriers, and (3) economic challenges in obtaining and understanding health
information (Kreps, 2008, p. 204).
Effective Communication…A MUST
Because this population
faces the largest mortality rate amongst others, effective communication is
critical. But how? How do you develop clear, accurate, and motivating
information detailing the risks, prevention, and care of cancer? How do you
eliminate confusion about what cancer is, what causes cancer, how to detect it,
and what’s the best treatment? (Kreps, 2008, p. 205). Kreps (2008) calls for
communication efforts to provide information and support to reduce cancer and
improve health outcomes.
How? With a Strategic Plan Built for ONE?
First, communication to this
population must be culturally sensitive. According to Kreps (2008), this group
is “powerfully influenced” by their cultural backgrounds and orientations. So in this instance, an ambiguous
communication strategy would not work well since it creates flexibility
in the interpretation of the message (Goodall, B., Thethewey, A. & McDonald
K, 2006).
Not to knock ambiguous
strategy, which allows for multiple interpretations, promotes unified
diversity, and suggests consensus is not always necessary to survive, but in
this instance…it is. (Eisenberg, 1984, p. 230). (When you’re dealing with your
health, you want to eliminate ambiguity, right?)
Instead, Kreps calls for “consumer
orientation,” multiple message strategies, and tailored communication systems
to reach vulnerable audiences. Here’s a snapshot of the strategy:
|
Consumer Orientation
|
|
Messages
designed to appeal to key beliefs, attitudes, and values or target audience
using familiar language, images, and examples
|
|
Evaluation
of message pre-testing to refine messages
User-centered design
|
|
Involve:
·
Consumers
·
Family
members
·
Key members
of social networks
|
Is This Possible?
So remember those questions
at the beginning of the blog. Here’s a refresher...Is the strategy possible? Is
the healthcare industry setting itself up for failure here?
Our readings this week
discussed how developing an integrated strategic communication strategy is
critical to success and that a tactical short-term approach to strategy could
impede it (Argenti, P., Howell, R. & Beck, K., 2005). But in this instance,
isn’t that exactly what healthcare organizations have to do to
communicate to this audience?
Kreps also discusses how a
tailored communication system is “a powerful strategic communication approach
to designing health messages that meet the unique needs of individuals” (Kreps,
2008, p. 209). Certainly this is important, but how much does the interactive
computer system cost that gathers relevant background information from individual
on key communication variables to create unique messages? (Kreps, 2008).
References
Argenti,
P., Howell, R. & Beck, K. (2005). The strategic communication
imperative,
MIT Sloan Management Review, 46(3),
83-89.
Bonini, S.
M. J., Mendonoca, I. & Oppenheim J. (2006). When social issues
become
strategic. The McKinsey Quarterly, 2,
19-31.
Eisenberg,
E. (1984). Ambiguity as strategy in organizational communication.
Communication Monographs, 51, 227-242.
Goodall,
B., Terthewey, A. & McDonald, K. (2006). Strategic ambiguity,
communication
and public diplomacy in an uncertain world: Principles and
practices.
Consortium for strategic communication,
1-14.
Kreps, G.L.
(2008). Strategic use of communication to market cancer
prevention
and control to vulnerable populations. Health
Marketing
Quarterly, 25(1-2),
204-216. doi: 10.1080/07359680802126327
I can see why Kreps does not think strategic ambiguity is a good option for the "vulnerable population" he is targeting since health care messages needed are not fluid, they are fact. However, I think two-way communication is an important component of any strategy working with unfamiliar or outside cultures. By engaging in a dialogue, discussions emerge reveling perceptions, beliefs and myths that influence health practices and can result in long term change. Also, a dialogue helps to drive the direction of the messaging in terms of what is effective, what needs clarification and other concerns and variables not originally identified. I agree with the need for cultural sensitivity, and the involvement of family, consumers and key members of social networks.
ReplyDeleteYes, I understand WHY he proposes a "tailored communication strategy." My question is, and I wish he would have offered up this information in the article, was HOW to do it. With the healthcare industry in turmoil, facing new regulations, and an aging population. HOW are we going to communicate the importance of taking care of your health to the vulnerable populations (the ones that need it the most) in a cost effective way? Dr. Sundwall, Professor of the Utah School of Medicine writes in this article, http://bit.ly/V3plJE.
ReplyDeleteI agree, however, that a dialogue communication strategy would work best and would be more effective. But, HOW do we do it without "breaking the bank?"
As a communication strategist in training (wink) I think that a low cost strategy can be accomplished. It would have to be a grass roots effort starting within the communities through empowered citizens. Senior centers, beauty shops, churches, bingo, grocery stores- all the places within the community of the target audience would be part of the solution. Prominent community members and businesses would need to be identified to host and promote events and in-services; volunteers would need to be inspired to carry the message; on-going training a consistent message within the community would be spearheaded by volunteers.
DeleteThis idea is similar to the one that targeted African American women who were disproportionately diagnosed with end-stage breast cancer. A community based campaign for early detection was launched through the local beauty salons with great success. You can read more about that here: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1382099/
Tara, you read my mind...HOW is exactly what I was going to ask. Obviously, verbal face-to-face in the target audience's native language is required (I doubt that there are too many immigrant and elderly populations out there with easy access to electronic communications), but how does Krebs propose that this be done? Also, WHO is Krebs suggesting deliver the message? Is he referring to a medical group, a community hospital or clinic, or maybe a nonprofit advocacy group such as AARP?
DeleteSounds like this article raises more questions than it answers...good review!
k
Tara,
ReplyDeleteInteresting article about strategic ambiguity. I would agree that the theory would not be effective for such a "vulnerable population" as mentioned in the article. I also agree with you that when it comes to health topics you want all the information you can get, so less ambiguity! I liked that Krep recognizes that there needs to be some sort of stragety in the communication and "consumer orientation". Especially with groups that are considered lower income, communication is needed but needs to be very tactful. I am curious to know, does the article mention anything on how to communicate with vulnerable groups who do not speak English?
Thanks for your post. Healthcare education is definitely a hot topic
ReplyDeleteas well as a very challenging one for the upcoming years. I really
like how you give a target audience in your background – the
“vulnerable populations” as those including elderly immigrant,
socio-economically deprived, and minority health care consumers.” I
really appreciated your thought when you mentioned that although this
vulnerable population include people from diverse cultures and
backgrounds, it’s important not to be ambiguous because you are
dealing with health. Rather a tailored message system oriented around
the constituent’s needs is the way to create a successful strategic
communication strategy. Your post reinforces my thoughts and beliefs
that we need to focus on the “needs” of our target audience, rather
than forming a generic response.
Also, going back to what we learned earlier, the best models don't work for all situations. I agree with Kreps that ambiguity is not the best situation when dealing with illiteracy. When different cultures and education levels are in the mix, the campaign must be very specialized and broad. I personally feel that effective preventative and screen campaigns can solve the bulk of the problem with funding necessary medical treatments for patients the next priority.
ReplyDelete