Research shows that patient engagement in healthcare leads to higher satisfaction, improved care quality, and better treatment results. That’s because, as studies suggest, engaged patients are more likely to adhere to their treatment plans and seek preventive care. 

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However, this responsibility often falls to providers, who face time constraints and other barriers that hinder their ability to prioritize patient engagement. To promote individual and community well-being, healthcare professionals must optimize their communication in ways that inform, educate, and drive individuals to take action—providing the “what” and the “why” in a way that resonates across populations. The answer lies in running structured public health awareness campaigns.

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This article explores the steps to craft a comprehensive and compelling public health awareness campaign. 

1. Segment your audience.

As Arcadia’s guide to data-driven value-based care explains, understanding the population you serve is the first step of effective patient engagement. You can start by grouping patients into cohorts according to their risk level, then break them into even more tailored groups based on other characteristics. For example, demographics, cultural differences, and other social factors can determine whether your messaging resonates with your target audience.

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Here is an example of how to create groups and subgroups for your target audience:

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• Low-risk patients: Young and healthy individuals
  
  • Age group (kids, teens, young adults, etc.)
  • Lifestyle (activity levels, diet, smoking and drinking habits, etc.)
  • Communication preferences (digital engagement versus in-person interactions)
• Rising-risk patients: Individuals with early-stage or unique health conditions
  
  • Condition type (prediabetes, pregnancy, early hypertension, etc.)
  • Social determinants of health (SDoH), such as access barriers to healthy food or transportation
• High-risk patients: Individuals with chronic or emergent health conditions
  
  • Care intensity needs (frequent hospitalizations versus effective condition management at home)
  • Social support needs (reliable family or caregiver support versus isolated with limited or no support)

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In our increasingly digital world, signals exist for all of these potential needs and characteristics. Data helps you identify useful topics and tailor messaging to each audience’s needs. For example, young mothers are a good target audience for information about pediatric care, while details about senior wellness checks would be more relevant for an elderly audience. Or, a region with lower vaccination rates would benefit from urgent messages to protect themselves and others by getting vaccinated.

2. Refine your communication.

Data-driven outreach strategies are essential for spreading public health awareness in a way that resonates with your audience. The Centers for Disease Control and Prevention (CDC) provides this guidance from its Health Communication Playbook to help you get started:

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• Identify key messages: Craft a one- to two-sentence description that conveys exactly what your target audience needs to know. Each campaign should only have one to three key messages to keep it to the point.
• Include talking points: Determine the complex issues or events you want to cover. Impactful talking points are backed by research, simple to understand, and directly relate to the key messages.
• Write clearly and concisely: Write in an active voice, limit and define medical jargon and scientific terms, and use inclusive language. Group information into headings so it's easy for the audience to digest.
• Make your material visually digestible: In written communications, break up dense text and ensure sufficient white space between words, sentences, and paragraphs. If you use a video medium, keep your background clutter-free so the focus remains directly on the subject. 

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Patient data and AI-enabled analytics tools are integral to executing targeted communications without adding administrative burden to staff. Analytics tools automatically analyze population health data, segment patients, and identify care gaps. In other words, technology can help you connect the right messages to the right patients without manual research.

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Also, patient engagement tools gather data and feedback to continue learning about patients’ experiences after appointments. This additional information supplements what you already know about your target audience so you have an even better reference for future communications.

3. Adopt a multi-channel communication approach.

The key to getting your message in front of its intended audience is using the right channels. Share useful public health updates across several communication channels to expand your reach, such as:

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• Patient portals: Health teams can easily message patients or automate helpful reminders through dedicated patient portals. According to PracticeSuite’s practice management guide, patient portals also allow patients to take their healthcare into their own hands, since they can keep up with treatment advice and schedule appointments easily from one platform.
• Website: Your website is an excellent channel for broadening your reach since it’s available to patients already in your care and to widespread internet users who land on your webpages. Use it to share comprehensive resources about disease management, prevention, and healthy lifestyle tips.
• Social media: Social media platforms, such as Facebook, X (formerly Twitter), TikTok, and Instagram, are helpful for raising awareness about emerging health concerns, tips, and trends. Consider each platform’s unique strengths and post content accordingly. For example, people retain 95% of video content, compared to only 10% of written text, so taking advantage of video features on platforms that have them will make your message stick. 

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Refer to your audience preference data for details on which channels to prioritize. Update each channel consistently and continue to use clear, straightforward language. Consider directing followers to check out your website for more information on complex topics. 

4. Use data to improve campaigns over time.

Public health campaigns (or any patient outreach, for that matter) are never a one-and-done project. Continuous process refinement is a key component of overall performance improvement in healthcare.

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View your outreach as dynamic rather than static, and remain open to opportunities for improvement. Start by analyzing how patients and community members interact with your outreach efforts, such as:

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• Patient engagement with public health resources
• Participation in community health initiatives and programs
• Health outcomes related to the campaign, such as increased vaccination rates
• Trends across demographics or risk cohorts
• Outreach performance, including email open rates and video views

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Use this data to identify what is and isn’t working and how you should adjust your outreach to be more effective. For example, if a certain demographic doesn’t engage with your patient portal, try using phone calls or direct mail to remind them about preventive screenings instead. 

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Be as specific as possible when analyzing your data. Perhaps an audience segment consistently opens your emails, but never clicks through to schedule an appointment or visit your website. In this case, you’re not using the wrong channel, but you still need to perfect your strategy by refining your message content and calls to action.

Final Thoughts

Public awareness campaigns are crucial for distributing healthcare messages to large populations. When running a public health campaign, present topics as straightforwardly as possible. Scannable fact sheets, frequently asked questions, and helpful resources all work together to provide an optimal educational experience and help your campaign achieve its goals.

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