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Social marketing meets health literacy: Innovative improvement of health care providers' comfort with patient interaction

Primack, BA and Bui, T and Fertman, CI (2007) Social marketing meets health literacy: Innovative improvement of health care providers' comfort with patient interaction. Patient Education and Counseling, 68 (1). 3 - 9. ISSN 0738-3991

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Objective: It is essential to train health care providers to deliver care sensitive to the needs of diverse individuals with varying degrees of health literacy. We aimed to evaluate an innovative, theory-based, educational intervention involving social marketing and health literacy. Methods: In 2006 at a large medical school, all first-year students were exposed to the intervention. They completed pre- and post-test anonymous surveys including demographic data, covariates, and key outcome variables. Paired t-tests and multiple linear regression were used to evaluate the intervention and to determine independent associations among the key outcome variables. Results: Post-intervention scores were significantly higher than pre-intervention scores for social marketing (3.31 versus 1.90, p < 0.001), health literacy (3.41 versus 2.98, p < 0.001), and comfort in brochure development (3.11 versus 2.52, p < 0.001) (N = 83). After controlling for demographic and covariate data, health literacy and comfort in brochure development were independent predictors of comfort interacting with diverse populations. Conclusion: A brief intervention involving social marketing and health literacy can improve skills that improve medical students' comfort with patients of diverse backgrounds. Practice implications: Health care providers can be taught educational principles and skills involved in developing effective patient education materials. These skills may improve providers' comfort with direct patient interaction. © 2007 Elsevier Ireland Ltd. All rights reserved.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Primack, BAbprimack@pitt.eduBPRIMACK
Bui, Tthb33@pitt.eduTHB33
Fertman, CIcarl@pitt.eduCARL
Centers: Other Centers, Institutes, Offices, or Units > Center for Research on Media, Technology, and Health
Date: 1 September 2007
Date Type: Publication
Journal or Publication Title: Patient Education and Counseling
Volume: 68
Number: 1
Page Range: 3 - 9
DOI or Unique Handle: 10.1016/j.pec.2007.02.009
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
School of Medicine > Medicine
School of Medicine > Pediatrics
Refereed: Yes
ISSN: 0738-3991
MeSH Headings: Analysis of Variance; Attitude of Health Personnel; Clinical Competence; Cultural Diversity; Education, Medical, Undergraduate--organization & administration; Educational Status; Factor Analysis, Statistical; Female; Health Knowledge, Attitudes, Practice; Health Promotion; Humans; Linear Models; Male; Pamphlets; Patient Education as Topic--organization & administration; Pennsylvania; Physician-Patient Relations; Program Evaluation; Psychological Theory; Psychology, Educational; Questionnaires; Self Efficacy; Social Marketing; Students, Medical--psychology; Teaching Materials
Other ID: NLM NIHMS256356, NLM PMC3004527
PubMed Central ID: PMC3004527
PubMed ID: 17418522
Date Deposited: 28 Jul 2014 16:46
Last Modified: 05 Feb 2019 07:55


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