Digital Segmentation of Priority Populations in Public Health.

The rapid growth and diffusion of digital media technologies has changed the landscape of market segmentation in the last two decades, including its use in promoting prosocial and behavior change. New, population-specific and culturally appropriate prevention strategies can leverage the potential of digital media to influence health outcomes, especially for the greatest users of digital technology, including youth and young adults. Health behavior change campaigns are increasingly shifting resources to social media, creating opportunities for innovative interventions and new research methods. This article examines three case studies of digital segmentation: (1) tobacco control from the Truth Initiative, (2) community-based public health programs from the Centers for Disease Control and Prevention, and (3) substance use (including opioids) and other risk behavior prevention from Public Good Projects. These case studies of recent digital segmentation efforts in the not-for-profit, government, and academic sectors show that it increases reach and frequency of messages delivered to priority populations. The practice of digital segmentation is rapidly growing, shows early signs of effectiveness, and may enhance future public health campaigns. Additional research could optimize its use and effectiveness in promoting prosocial and behavior change campaign outcomes.

Digital Health Communication Common Agenda 2.0: An Updated Consensus for the Public and Private Sectors to Advance Public Health.

Despite widespread use of the Internet and social media platforms by the public, there has been little organized exchange of information among the academic, government, and technology sectors about how digital communication technologies can be maximized to improve public health. The second Digital Health Promotion Executive Leadership Summit convened some of the world's leading thinkers from across these sectors to revisit how communication technology and the evolving social media platforms can be utilized to improve both individual and population health. The Summit focused on digital intelligence, the spread of misinformation, online patient communities, censorship in social media, and emerging global legal frameworks. In addition, Summit participants had an opportunity to review the original "Common Agenda" that emerged and was published after the inaugural Summit and recommend updates regarding the uses of digital technology for advancing the goals of public health. This article reports the outcomes of the Summit discussions and presents the updates that were recommended by Summit participants as the Digital Health Communication Common Agenda 2.0. Several of the assertions underlying the original Common Agenda have been modified, and several new assertions have been added to reflect the recommendations. In addition, a corresponding set of principles and related actions-including a recommendation that an interagency panel of the U.S. Department of Health and Human Services be established to focus on digital health communication, with particular attention to social media-have been modified or supplemented.

Caregiver behavior change for child survival and development in low- and middle-income countries: an examination of the evidence.

In June of 2012, representatives from more than 80 countries promulgated a Child Survival Call to Action, which called for reducing child mortality to 20 or fewer child deaths per 1,000 live births in every country by 2035. To address the problem of ending preventable child deaths, the U.S. Agency for International Development and the United Nations Children's Fund convened, on June 3-4, 2013, an Evidence Summit on Enhancing Child Survival and Development in Lower- and Middle-Income Countries by Achieving Population-Level Behavior Change. Six evidence review teams were established on different topics related to child survival and healthy development to identify the relevant evidence-based interventions and to prepare reports. This article was developed by the evidence review team responsible for identifying the research literature on caregiver change for child survival and development. This article is organized into childhood developmental periods and cross-cutting issues that affect child survival and healthy early development across all these periods. On the basis of this review, the authors present evidence-based recommendations for programs focused on caregivers to increase child survival and promote healthy development. Last, promising directions for future research to change caregivers' behaviors are given.