Health Communication within the Context of a Population-Based Research Study

Background:

Over the past decade changes to regulations governing research studies have placed greater emphasis on making results publicly accessible and available to research study participants. The development of best practices for communicating the findings of research both at the public and individual level is an emerging field. Further, many research studies lack infrastructure such as expertise and resources to implement best practices for health communication within the context of research.

Program background:

The New Hampshire Birth Cohort Study (NHBCS) is an ongoing cohort study of mothers and children that was established in 2009. The study is investigating hypotheses that early life exposures to environmental contaminants (both naturally occurring and man-made) are associated with birth outcomes and the development of chronic illnesses and conditions in later life. The study receives support from the NIEHS/EPA Children’s Centers for Environmental Health Research and Disease Prevention. This program includes support for Community Outreach and Research Translation Cores (COTCs).

Evaluation Methods and Results:

Over the past five years the NHBCS has established a COTC. Though the COTC we are developing a fledgling health communications and marketing program. Our goal is to enhance engagement with the public and study participants to communicate research findings generated from the study. The COTC is led by a physician with experience in research translation with assistance from a master’s prepared staff member and a social media/marketing assistant. A summary of the program’s implementation efforts is outlined below.

1. Evaluation of Return of Study Results to Individual Participants – The NHBCS has returned the results of household drinking water samples to study participants since the inception of the study. We evaluated the effectiveness of the results on behavior change. We are currently in the process of submitting a paper for publication entitled, Reporting Well Water Results in the New Hampshire Birth Cohort Study. An abstract and poster of the findings was presented at the Partnership for Environmental Health (PEHP) 2018 Annual Meeting.
2. Focus Groups - Information from these groups was used to develop an annual newsletter to communicate study news and results. In addition, feedback on our marketing materials such as logos, incentives and other items was obtained.
3. Development of Annual Newsletters – We have developed and continued to refine the quality and content of an annual newsletter to participants.

4. Implementation of Social Media – To implement social media, we leveraged the resources and expertise of a Social Media Work Group through the Children’s Center for Environmental Health and Disease Prevention network.
5. Development of Expertise – To enhance expertise in health communication and marketing for research we participated in national meetings on emerging best practices.

Conclusions:

Continued enhancement of our infrastructure is needed to further develop and formalize health communication and marketing for the NHBCS. This can be achieved by 1) further involving participants in the development of effective materials and methods for communicating research results; 2) developing a formal social media strategy; 3) continuing to develop leadership and expertise in this area.

Implications for research and/or practice: Developing a formal infrastructure based on the available best practices will help to ensure effective communication.