Health Communication: An Overview
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An important charge for health communication is to translate scientific data to influence individual behavior as well as policy changes in public health. Through rigorous application of theory-based methods to health and risk communication, researchers and practitioners can not only test new methods of health communication, but further refine ways in which to reach their audiences and allow for replicable results in other settings. The emphasis on theory is key, since health communication is not simply a health-directed application of advertising or marketing methods, though these techniques can be useful for communication. To refine health communication theories and interventions, researchers and practitioners must better understand how people access and use health information, as well as the discrepancies between what is known and what is practiced. Effective communication should: 1) provide accurate and balanced information, 2) help individuals distinguish important health risks from insignificant ones and make informed choices despite exposure to contradictory or inaccurate health messages, 3) update healthcare providers regarding emerging best practices, help them become more effective communicators, and integrate communications into all aspects of care, 4) find and implement the best ways to disseminate research results to the research community, medical practitioners, patients, individuals at risk, and the public, and 5) reduce health disparities through health communications research and activities.
[Page 2 of 3]
An important charge for health communication is to translate scientific data to influence individual behavior as well as policy changes in public health. Through rigorous application of theory-based methods to health and risk communication, researchers and practitioners can not only test new methods of health communication, but further refine ways in which to reach their audiences and allow for replicable results in other settings. The emphasis on theory is key, since health communication is not simply a health-directed application of advertising or marketing methods, though these techniques can be useful for communication. To refine health communication theories and interventions, researchers and practitioners must better understand how people access and use health information, as well as the discrepancies between what is known and what is practiced. Effective communication should: 1) provide accurate and balanced information, 2) help individuals distinguish important health risks from insignificant ones and make informed choices despite exposure to contradictory or inaccurate health messages, 3) update healthcare providers regarding emerging best practices, help them become more effective communicators, and integrate communications into all aspects of care, 4) find and implement the best ways to disseminate research results to the research community, medical practitioners, patients, individuals at risk, and the public, and 5) reduce health disparities through health communications research and activities.
Future research must also take into account the effects of the vast diversification and increased quantity of communication channels over the past few decades. From a small number of radio and television stations, people in many parts of the world now have access to a multitude of channels, which increasingly includes the Internet [3]. Successful communication campaigns in the future will likely involve multi-channel presentation of information, for greater impact. Another important trend in health communication research is the potential to use interactive media, such as tailored Internet-based smoking cessation programs and the like.
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