To show how health education tools have evolved to reach people through different media and incorporate the voices of underrepresented populations to increase the reach and relevance of health messages.

1. Describe the traditional use of direct-to-consumer advertising (PSAs) to reach diverse audiences with health messages.
2. Highlight the role of newer digital media (e.g., YouTube, Facebook, Twitter) and e-health information disseminated through mobile devices, waiting rooms, and the broader community to support health behavior change.

To describe how we learn about group characteristics and develop skills that foster better delivery of health care.

1. Provide examples of demographic, social, and cultural targeting in marketing messages and health care interventions.
2. Describe approaches to enhancing cultural sensitivity in health care, including describing how particular cultural models impact lifestyle and health care-seeking behaviors.
3. Identify effective strategies for demographic targeting that optimize positive images and minimize negative stereotypes and stigma.
4. Explain how targeting and tailoring can be combined to acknowledge individual differences when designing population-level interventions.

To demonstrate the strengths of a mixed-methods approach for understanding the needs, attitudes, values, and preferences of target audiences in the formative research stage of intervention development.

1. Present strategies used to acquire a diverse sample of the population for focus groups and telephone- and computer- based surveys.
2. Discuss the pros/cons of qualitative data collected through different methods.
3. Engage audience in discussion about tactics used to reach underserved populations and incorporate patient experiences into clinical policy/practice.

Describe the process of developing demographically targeted public service announcements (PSAs) to encourage patients to seek care for symptoms of depression.

1. Illustrate the development of scripts using actual words that patients use and incorporating feedback from doctors.
2. Show presentations of concepts in the form of storyboards to stress the communication goals and create memorable, interesting and engaging content.
3. Describe how casting was used to establish target groups by income, race, and sex to create legitimacy while avoiding stereotyping.
4. Highlight the finishing touches used to create four distinct yet thematically related 2.5-minute videos relative to the timing and pacing of images and the choice of soundtrack.

To illustrate tailoring using practical examples from community and clinical settings and how targeted and tailored approaches can help: 1) identify individuals who need a health service and 2) make referrals or provide direct service to address their needs.

1. Describe underlying principles of customized communication and distinguish between tailored and targeted approaches.
2. Explain the concepts of reach, effectiveness, and connections in evaluating tailored and targeted dissemination strategies.
3. Illustrate how these concepts can be applied in real world settings to help eliminate health disparities.

To review the use of tailored health information interventions in outpatient offices as a way of favorably influencing patient health behaviors and outcomes.

1. Identify the unique issues and implications of deploying personally tailored interventions in outpatient offices as compared with other settings.
2. Discuss the kinds of health problems or issues that can be addressed with such an approach.
3. Demonstrate how health behavior theories and research can be employed to help select individual patient characteristics for use as tailoring variables and guide creation of tailored messages.