Assignment: Health Communication

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Assignment: Health Communication

Assignment: Health Communication

Evaluating Outcomes of Health Communication Interventions

Chapter 14

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.

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Overview/Objectives

  • Why, What and How We Measure
  • Evaluation Models and Tips
  • Case Studies
  • Linking Outcomes to Strategic Communication Programs

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.

Why, What and How We Measure

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.

The Language of Evaluation

Evaluation

Program Assessment

Metrics

Return on Investment (ROI)

Outcomes

Impact

Social Change Indicators and Social Impact

Behavioral Impact

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.

11/14/2007

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Social Change and Behavioral Indicators

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013, figure 14.1. © Copyright 2013. All rights reserved.

Why We Measure

  • Focus staff/partners/intended audiences on shared goals
  • Clarify program purposes, goals, and objectives
  • Identify and compare effective practices
  • Improve service delivery
  • Adjust program in progress by refining strategies/messages
  • Assess cost effectiveness of program
  • Assess program results/ROI
  • In public health communication, ROI = health or social behavior that leads to improved public health outcomes
  • Determine program reproducibility and sustainability/opportunities for scaling-up phase
  • Communicate results to key stakeholders/ audiences
  • Implement lessons learned from new models/strategies in future interventions
  • Compete for economic and human resources

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.

11/14/2007

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Drawbacks of Evaluation

  • Cost
  • Time
  • Chance of measuring wrong variables and indicators
  • Questionable accuracy for programs with limited scope, reach and duration
  • Potential bias in evaluation method or tool
  • Hard to do if not planned ahead
  • Results that may be affected by independent influences on key audiences and program’s outcomes

Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.

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