Using Social Marketing to Improve Health Behaviors
Original Air Date: February 24, 2016
Presenter: Rebecca Lindberg, MPH, RD
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Consumers are bombarded with over 3,000 messages a day. To positively influence behavior, health and wellness professionals must design and deliver messages that are simple, resonate with a target audience, and inspire action. This session will describe how to use social marketing principles to design engaging health messages through exploration of two case studies. The first, SWAP IT to DROP IT, is an 8-month social marketing campaign designed to deliver monthly nutrition messages through social media; in community settings; and in different food environments such as restaurants, grocery stores, and convenience stores. This campaign occurred in the rural community of New Ulm, Minnesota, and its success resulted in translation to three other nearby communities. The second case study will look at the Heart2Heart social media campaign, which utilized Facebook and Twitter to promote heart-healthy behaviors. This campaign engaged the target audience with monthly challenges, recipes contests, and local running and biking opportunities. Examples will use focus group findings, social media analytics, current trends and trial-and error experiences to demonstrate an evidence-based approach for successfully designing impactful health messages that increase consumer engagement.
Following this presentation, participants will be able to:
- describe the impact of using social marketing techniques to design simple and engaging health messages.
- explain the value of using qualitative and quantitative feedback to reframe messaging approaches.
- demonstrate the transferability of key findings from the SWAP IT to DROP IT and Heart2Heart campaigns.
About Rebecca Lindberg, MPH, RD
Rebecca Lindberg has over 20 years of experience working in clinical, public health, and research settings in both health care systems and non-profit organizations. In her current role at the Minneapolis Heart Institute Foundation, Ms. Lindberg serves as the director of population health and is accountable for population health strategic direction and operational leadership, including Hearts Beat Back: The Heart of New Ulm Project and other community programs. For the past four years, she has also provided scientific and operational leadership for nutrition environment initiatives, which include the development and implementation of programs for convenience stores, grocery stores, restaurants, worksites, and the community to make healthier choices easier find, identify, and select. Rebecca has over 20 years of experience leading the development, implementation, and evaluation of innovative and effective food environment initiatives, health communication strategies, services, programs, and campaigns to improve population health.