Assignment: Communications, Marketing & Public Relations- Health Literacy and Marketing
1. To realize a person-centered health care system, the ACA and the HITECH Act, two federal laws, promote new health care service delivery models and health information technologies that emphasize teams and people's engagement in information seeking, decision making, and self-management. These changes reflect the growing priority of health literacy.
-Koh, Baur, Brach, Harris, & Rowden (2013, p. 1).
As a health care administrator, you might be responsible for ensuring that communications from your agency and materials developed by your agency adhere to best practices on health literacy. Understanding the health literacy needs of your target audience or community will influence the approaches you might take to ensure that information is clearly articulated and effectively understood. While health literacy may present a definite challenge for health care administrators to address, understanding how to promote effective health literacy is essential to an agency's visibility and commitment toward fulfilling the health service needs of their target population.
You examine health care administrator consequences for health literacy in communications. You explore the importance of health literacy in influencing services for health care delivery and consider the health literacy of target audiences. You also examine strategies health care administrators might implement to tailor health communications based on differing levels of health literacy for target audiences.
Learning Objectives
Students will:
· Analyze consequences for health care administrators in relation to health literacy in communications
· Analyze health literacy in influencing services and programs for health care delivery
· Analyze implementation of health care administrator solutions
· Analyze health literacy of target audience
· Evaluate strategies to tailor messages for target audience
Learning Resources
Note: To access this week's required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.
Required Readings
· Parker, J. C., & Thorson, E. (Eds.). (2009). Health communication in the new media landscape. New York, NY: Springer.
Chapter 1, "The challenge of Health care and Disability" (pp.3-19)
Chapter 11, "Health Literacy in the Digital World" (pp. 303-320)
· Heinrich, C. (2012). Health literacy: The sixth vital sign. Journal of the American Academy of Nurse Practitioners, 24(4), 218-223. Note: Retrieved from Walden Library databases.
· Jibaja-Weiss, M. L., Volk, R. J., Granchi, T. S., Neff, N. E., Robinson, E. K., Spann, S. J., ... Beck, J. R. (2011). Entertainment education for breast cancer surgery decisions: A randomized trail among patients with low health literacy. Patient Education and Counseling, 84(1), 41-48. Note: Retrieved from Walden Library databases.
· Zoellner, J., You, W., Connell, C., Smith-Ray, R. L., Allen, K., Tucker, K. L., ... Estabrooks, P. (2011). Health literacy is associated with healthy eating index scores and sugar-sweetened beverage intake: Findings from the rural lower Mississippi delta. Journal of the American Dietetic Association, 111(7), 1012-1020. Note: Retrieved from Walden Library databases.
Required Media
Laureate Education (Producer). (2011). Health literacy [Video file]. Baltimore, MD: Author.
Note: The approximate length of this media piece is minutes.
This is the download transcript:
Health Literacy
Discussion: Health Literacy and Marketing
1. Janet is the health care administrator at a major hospital who is tasked with addressing an issue with recent prescription requests of a particular drug and complaints of overdoses in patients seen in the last three months. This issue is a top priority, not only for patient safety, but also because this prescription drug has received extensive marketing and promotion in the hospital over the past three months. Patients are now complaining that the marketing that promotes the prescription drug as being extremely safe is a direct lie. After speaking with several of the patients and providers of care, Janet has requested copies of each prescription ordered for the patients who have been screened.
After poring over hundreds of prescription orders, Janet has arrived at three conclusions. All overdoses occurred in one department with four providers who primarily see and treat patients that are non-native English speakers and who do not have family members or relatives at home to assist with providing care. Specifically, Janet notices that the issue is linked with the directions on the quantity of medication administered and that this quantity has been misinterpreted by the patients who have suffered an overdose. With a solution in mind, Janet is calling the department and pharmacy to implement a fix to avoid potential overdoses within the next few hours.
In what ways might health literacy account for the issues described in the scenario? What considerations should you keep in mind as a health care administrator to ensure that marketing of programs or services are consistent with the health literacy levels of your target population?
For this Discussion, review the resources for this week. Reflect on potential consequences that health care administrators might face when developing communications that do not account for health literacy in target audiences. Then, consider how health literacy might influence decisions that health care administrators might make when proposing services or programs for health care delivery.
· Post a brief explanation of the consequences health care administrators might face when developing communications that do not account for health literacy in target audiences. Explain how health literacy might influence the decisions health care administrators make when proposing services and programs for health care delivery. Be specific and provide examples.
Continue the Discussion and suggest a possible solution health care administrators might implement to address the consequences described by your colleagues.
Assignment: Impact of Health Literacy on Marketing Plan
1. Person-centered health care means people have both the knowledge required to make decisions about their care and the support of providers and family who respect their needs and preferences.
-Hurtado, Swift, & Corrigan (2001)
"In what ways might health literacy affect an agency's marketing plan to promote health care services or health care delivery?"
2. Before marketing a health care service or program, health care administrators must first consider the target audience that will most likely use the service or program. In identifying the target audience, the health care administrator also must determine the health literacy of the target audience and devise strategies to market the service or program appropriately within this respective target audience. Therefore, the ability of the target audience to decipher the health message, determine the service or program being offered, and identify how to best access this service or program represents the important considerations that inform how the message should be communicated.
3. For this Assignment, consider what impact the health literacy of your intended target audience might have on your plan. Reflect on how you will determine your target audience's health literacy and what considerations you will need to address in your plan.
Note: The completion of this Assignment will consist of the elements necessary for Component 4 of your Final Project.
The Assignment (2-5 pages)
· Describe the health literacy of your target audience for your marketing plan.
· Explain how your marketing plan will address the health literacy of your target audience.
· Describe two strategies you might take to best tailor the messages in your marketing plan to promote uptake within your target audience and explain why.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Download:- Program-Transcript.rar