The Digital Media for Health Outcomes (DMHO) course will train health communication professionals to leverage social and behavioral insights to design, implement and evaluate health communications online. The course is designed as a comprehensive and evidence-based tutorial on the key tactical steps to develop and implement successful health campaigns on social media, and to evaluate their performance and impact on health behavior.
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Throughout the course, students will explore best practices for designing relevant messages and campaign creatives. By the end of the course, students will be able to implement a digital communication strategy with actionable campaign objectives, and evaluate its impact through ad metrics, survey data, cost, and coverage indicators.
Syllabus
WEEK 1
Behavioral Insights as a Foundation
Behavioral insights are the foundation on which future campaign strategy is based. Participants will be encouraged to use this module to generate campaign ideas they can use to follow along with for the rest of the course.
WEEK 2
Crafting Your Communication Strategy
An understanding of key considerations to inform your health communication strategy for an established target audience.
WEEK 3
Designing for Context - Messaging & Creative That Resonates
A reveal of top performing content based on industry standards - both organic and planned assets - tied to best practices for designing health campaign creatives online.
WEEK 4
Tactics for Digital Media and Campaign Implementation
Learn how to design your digital communication strategy for optimal impact within budget and build confidence to hit the launch button on your campaign strategy!
WEEK 5
Metrics that Matter: Understanding Impact
Tangible goal setting and key performance indicators for real-world Social and Behavioral Change Communications (SBCC) campaigns.
