Special Programming - Wednesday, August 12 8:00 am

The 2009 National Conference on Health Communication, Marketing and Media is pleased to announce a Special Session, Moving the Needle on Health Outcomes: How Social Marketing Science and Practice Can Improve Health, featuring the following leaders and visionaries in Health Marketing who have continued to make significant contributions to public health. This session will be moderated by Jay Bernhardt, PhD, Director for the National Center for Health Marketing at the Centers for Disease Control and Prevention.

Punam Anand Keller, PhD Dr Keller’s research field is social marketing, and is based on the marketing principle that programs need to be customized for different audience segments. Her findings demonstrate that individual differences – such as stage in the decision process (from pre contemplation, contemplation, trial, action, to maintenance), mood, prior attitudes, regulatory goals, age and gender – help to determine risk perceptions, and that it is possible to predict which marketing and communication plan will best motivate each segment. In addition, her research sheds light on the effectiveness of several message factors used to communicate risk including pictures/text, negative/positive frames, social/physical consequences, base/case information, self/other referencing, low/high response efficacy, order of health risks and gains, and level of fear arousal.

She publishes her research in marketing, psychology and health journals including Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Applied Psychology, Memory and Cognition, Journal of Applied Social Psychology, Health Communications, Journal of Experimental Psychology: Applied among others. Dr. Keller’s research has been supported by the National Cancer Institute, CDC, NEFE, and the Marketing Science Institute. Dr. Keller holds joint faculty appointments in the schools of business and medicine at Dartmouth College.

Nancy Lee, MBA has more than 25 years of professional marketing experience with special expertise in social marketing and marketing in the public sector. She is an adjunct faculty member teaching social marketing and marketing in the public sector at the University of Washington and the University of South Florida. She has been a guest lecturer at the University of Cape Town in South Africa, Yale, Stanford, Oxford, and the Health Promotion Board in Singapore. She has held numerous corporate marketing positions including Vice President and Director of Marketing for Rainier Bank and Director of Marketing for Children’s Hospital a Regional Medical Center in Seattle. As president of Social Marketing Services, Inc., she has participated in the development of more than 100 social marketing campaigns in the areas of public health, safety, and environmental protection. Nancy has co-authored five books on social marketing with Philip Kotler of Northwestern University, who first distinguished the social marketing discipline in the early 1970s. Their most recent book, to be released in summer 2009 is titled: UP and OUT of Poverty: The Social Marketing Solution (Wharton 2009).

R. Craig Lefebvre, PhD is a Research Professor in the Department of Prevention and Community Health at the George Washington University School of Public Health and Health Services where he is involved with the program in public health communication and marketing. He is an architect, designer, and marketer of public health and social change programs. Craig has designed, implemented, or evaluated over 100 social marketing programs at the community, state, national, and international levels. He is an internationally recognized expert in social marketing, applications of social and mobile media to public health, health information and health care issues, and community-based health promotion programs. He is a Fellow in the Society for New Communications Research and the American Academy of Health Behavior. Craig publishes the blog On Social Marketing and Social Change (http://socialmarketing.blogs.com) and serves on the Editorial Board on Social Marketing Quarterly.

Michael Rothschild, PhD is Emeritus Professor, School of Business, University of Wisconsin, where he has been on the faculty since 1975. While at the University of Wisconsin, he also was Director of Research at Stephan & Brady (advertising agency), and a founding partner of The Hiebing Group (advertising agency). From 2000 to 2007 Mike was the Principal Investigator on Road Crew, a project for the Wisconsin Department of Transportation and NHTSA (National Highway Traffic Safety Administration) to reduce alcohol impaired driving. He was Eminent Scholar at the Center for Strategic Dissemination, National Cancer Institute in 2003-2005. His workshop, Social Marketing in Public Health, has been offered in several venues including the CDC. In addition, he has worked on social marketing projects related to reducing obesity, reducing binge drinking on college campuses, increasing produce consumption and exercise, and inhibiting the onset of smoking among teenagers. His work has been published in the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, and Social Marketing Quarterly. Mike also has written two textbooks in the areas of advertising and marketing communications, and has published over 80 articles.

Dr. William A. Smith, Ed.D. recently retired as Executive Vice President of the Academy for Educational Development, one of America’s largest non-profit organizations. Today he serves as special advisor on innovation management. Dr. Smith began his work in public health on infant diarrhea, immunization campaigns, and acute respiratory infections in rural communities throughout Africa, Asia and Latin America. In the mid-80’s he became heavily involved in AIDS prevention. Today Bill supervises health programs ranging from elder care to teen drug prevention – from policy advocacy to communication campaigns. Bill is co-author of the recent IOM (Institute of Medicine) report Health Literacy: A Prescription to End Confusion Report. He has authored major chapters in health text books and recent publications on health communication. He has co-authored two books: Radio and Community-Based Social Marketing.

He serves on the Scientific Advisory Board to the CDC, on the Boards of the Center for Plain Language, the editorial Board of the Journal of Environmental Communication, the International Journal of Health Communication, and the American Dental Association Advisory Board on Health Literacy. He is co-founder of the Social Marketing Institute, columnists for the Social Marketing Quarterly and publishes widely on health, human behavior and social marketing.

Page last reviewed: May 1, 2009
Page last updated: May 1, 2009
Content source: : National Center for Health Marketing, Office of the Director
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