communication&health

Area C: Health Promotion Campaigns

C1. Effectiveness of tailored promotional messages in the area of organ donation.
In a recent paper (Schulz, Nakamoto, Brinberg, Haes) microcultural variations were found among Swiss-German, Swiss-French and Swiss-Italian cultures in the determinants of the intents to sign an organ donation card. Swiss-Italians are more influenced by community and Swiss-Germans by information.
A pilot study was conducted to evaluate the relative effectiveness of a community-based or informational-based message and the results were consistent with the hypothesised effects.
A larger scale study to evaluate both message and delivery system will be included in this proposal.
Funding requested through research module (HCC Lab, Lugano).
1 PhD student to be supported.

C2. Impact of low literacy on consumer ability to navigate a highly literate marketplace with particular attention to medical products and services, and effective communication strategies to support these at-risk consumers.
Adkins and Ozanne (2005) find that low literate consumers are often highly skilled in operating in commercial settings, but their strategies are less successful in the healthcare setting (e.g. the pharmacy).
Further studies will examine potential strategies to support these consumers, capitalising on the marketing relationships that can be developed between the consumer and the pharmacist.
Funded by Virginia Tech University.
1 PhD student funded by Virginia Tech.

C3. "Gesundheitstram Zürich": Evaluation of a new health marketing project.
The project evaluates a "health tram" in Zürich, aimed to make aware and inform citizens about actual health topics. The goal of the evaluation is to measure the potential impact of this social marketing idea and to improve its use by tram passengers by better tailored messages.
Funded by projectpartners of "Gesundheitstram", Zürich.
Dissertation started in Fall 2006.

Area A: Doctor - Patient communication
Area B: Communication between health professionals
Area D: Health and Media