Assignment: Health Communication

Assignment: Health Communication
Assignment: Health Communication
Evaluating Outcomes of Health Communication Interventions
Chapter 14
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.
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Overview/Objectives
Why, What and How We Measure
Evaluation Models and Tips
Case Studies
Linking Outcomes to Strategic Communication Programs
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.
Why, What and How We Measure
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.
The Language of Evaluation
Evaluation
Program Assessment
Metrics
Return on Investment (ROI)
Outcomes
Impact
Social Change Indicators and Social Impact
Behavioral Impact
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.
11/14/2007
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Social Change and Behavioral Indicators
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013, figure 14.1. © Copyright 2013. All rights reserved.
Why We Measure
Focus staff/partners/intended audiences on shared goals
Clarify program purposes, goals, and objectives
Identify and compare effective practices
Improve service delivery
Adjust program in progress by refining strategies/messages
Assess cost effectiveness of program
Assess program results/ROI
In public health communication, ROI = health or social behavior that leads to improved public health outcomes
Determine program reproducibility and sustainability/opportunities for scaling-up phase
Communicate results to key stakeholders/ audiences
Implement lessons learned from new models/strategies in future interventions
Compete for economic and human resources
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.
11/14/2007
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Drawbacks of Evaluation
Cost
Time
Chance of measuring wrong variables and indicators
Questionable accuracy for programs with limited scope, reach and duration
Potential bias in evaluation method or tool
Hard to do if not planned ahead
Results that may be affected by independent influences on key audiences and program’s outcomes
Schiavo, R. Health Communication: From Theory to Practice, San Francisco: Jossey-Bass, Second Edition, 2013. © Copyright 2013. All rights reserved.