Question

Describe the process evaluation you will conduct for your health communication strategy.

Answer 1

Ans) Evaluation can be thought of as a set of linked activities, and the process for undertaking an evaluation includes four main phases – planning, development, implementation, and action and improvement. Within each of the 4 broad phases, there are 9 basic steps for conducting an evaluation.

- Process evaluation is a type of formative evaluation that assesses the type, quantity, and quality of program activities or services. Outcome evaluation: Outcome evaluation can focus on short- and long-term program objectives.

- The study and use of communication strategies to inform and influence individual decisions that enhance health. Health communication includes verbal and written strategies to influence and empower individuals, populations, and communities to make healthier choices.

- Needs Assessment: Determines who needs the communication program/intervention, how great the need is, and what can be done to best meet the need. Involves audience research and informs audience segmentation and marketing mix (4 P’s) strategies.
Process Evaluation:
Measures effort and the direct outputs of programs/interventions – what and how much was accomplished (i.e., exposure, reach, knowledge, attitudes, etc.).
Examines the process of implementing the communication program/intervention and determines whether it is operating as planned. It can be done continuously or as a one-time assessment. Results are used to improve the program/intervention.
Outcome Evaluation:
Measures effect and changes that result from the campaign. Investigates to
what extent the communication program/intervention is achieving its outcomes
in the target populations. These outcomes are the short-term and medium-term
changes in program participants that result directly from the program such as
new knowledge and awareness, attitude change, beliefs, social norms, and
behavior change, etc. Also measures policy changes.
Impact Evaluation:
Measures community-level change or longer-term results (i.e., changes in
disease risk status, morbidity, and mortality) that have occurred as a result of
the communication program/intervention. These impacts are the net effects,
typically on the entire school, community, organization, society, or environment.