ABSTRACT
People often seek and receive cancer information from mass media (including television, radio, print media, and the Internet), and marketing strategies often inform cancer information needs assessment, message development, and channel selection. In this article, we present the discussion of a 2-hour working group convened for a cancer communications workshop held at the 2008 Society of Behavioral Medicine meeting in San Diego, CA. During the session, an interdisciplinary group of investigators discussed the current state of the science for mass media and marketing communication promoting primary and secondary cancer prevention. We discussed current research, new research areas, methodologies and theories needed to move the field forward, and critical areas and disciplines for future research.
Subject(s)
Communication , Marketing , Mass Media , Neoplasms/prevention & control , Primary Prevention , Secondary Prevention , Health Promotion , Humans , Needs AssessmentABSTRACT
As patients are increasingly involved in the selection of their care, communication between health care providers and patients takes on new importance. The present article reviews the most common approaches to improve patient communication, distinguishing among patient-directed and provider-directed approaches, as well as introducing multimedia programs designed to enhance communication. We conclude by delineating new critical areas for future research including peer-to-peer patient communication and the challenges brought on by new technologies.