An Overview of Innovative Approaches to Support Timely and Agile Health Communication Research and Practice.

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Abstrakt

Tytuł:: An Overview of Innovative Approaches to Support Timely and Agile Health Communication Research and Practice.
Autorzy:: Gaysynsky A; Health Communication and Informatics Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Rockville, MD 20850, USA.; ICF Next, ICF, Rockville, MD 20850, USA.
Heley K; Health Communication and Informatics Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Rockville, MD 20850, USA.
Chou WS; Health Communication and Informatics Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Rockville, MD 20850, USA.
Źródło:: International journal of environmental research and public health [Int J Environ Res Public Health] 2022 Nov 16; Vol. 19 (22). Date of Electronic Publication: 2022 Nov 16.
Typ publikacji:: Journal Article; Review
Język:: English
Imprint Name(s):: Original Publication: Basel : MDPI, c2004-
MeSH Terms:: Health Communication*
Humans ; Interdisciplinary Communication ; Ecosystem ; Health Promotion/methods ; Morals
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Contributed Indexing:: Keywords: digital health; health communication; methods; social media
Entry Date(s):: Date Created: 20221126 Date Completed: 20221129 Latest Revision: 20230124
Update Code:: 20240104
PubMed Central ID:: PMC9690360
DOI:: 10.3390/ijerph192215073
PMID:: 36429796
: Czasopismo naukowe

Innovative approaches are needed to make health communication research and practice more timely, responsive, and effective in a rapidly changing information ecosystem. In this paper we provide an overview of strategies that can enhance the delivery and effectiveness of health communication campaigns and interventions, as well as research approaches that can generate useful data and insights for decisionmakers and campaign designers, thereby reducing the research-to-practice gap. The discussion focuses on the following approaches: digital segmentation and microtargeting, social media influencer campaigns, recommender systems, adaptive interventions, A/B testing, efficient message testing protocols, rapid cycle iterative message testing, megastudies, and agent-based modeling. For each method highlighted, we also outline important practical and ethical considerations for utilizing the approach in the context of health communication research and practice, including issues related to transparency, privacy, equity, and potential for harm.

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