The latest Health Information National Trends Survey (HINTS) is out, and there are several key takeaways that we need to pay attention to. HINTS is a biennial survey that provides insights into how people access, use and perceive health information. It aims to help researchers and public health professionals better understand how to deliver effective health communication.
1. Trust is essential
Trust is essential when it comes to health information. According to the HINTS survey, people trust their doctors, nurses, and pharmacists more than any other source of health information. However, trust in other sources, such as government agencies, health insurance companies, and the media, is lower. This highlights the importance of building trust with your audience when delivering health-related content.
2. Targeted messaging is key
The survey also found that people are more likely to pay attention to health content that’s targeted to their specific needs. For example, women are more likely to pay attention to content related to breast cancer rather than general cancer information. Targeted messaging not only increases engagement but also enhances the effectiveness of health communication.
3. Video content is becoming more popular
The use of video content in health communication is increasing. The HINTS survey found that more than 70% of people watch health-related videos online. Video content is more engaging and helps to simplify complex information and make it more accessible to a wider audience.
4. Access to technology is a must
Access to technology is essential when it comes to delivering health communication. According to the survey, more than 80% of adults in the US have access to the internet, and around 60% use social media. Health communicators should leverage these technologies to engage with their audience and ensure that health information reaches the right people.
5. Health literacy is still a major issue
The HINTS survey also highlights the issue of poor health literacy. One in five adults in the US has low health literacy, which makes it difficult for them to understand and apply health information. Health communicators need to ensure that their messages are straightforward and easy to understand, and provide additional resources for those who need them.
6. Cultural sensitivity is crucial
Cultural sensitivity is crucial when delivering health communication. The survey found that people from different racial and ethnic backgrounds have different healthcare needs and access to information. Health communicators should tailor their messages to the cultural beliefs, values, and practices of their audience to ensure that their messages are both effective and culturally sensitive.
7. Social media can be a double-edged sword
Social media can be a powerful tool for health communication, but it can also be a double-edged sword. The survey found that social media can be a source of misinformation and can cause confusion regarding health information. Furthermore, people are more likely to share content that confirms their existing beliefs rather than content that challenges them. Health communicators need to ensure that their messages are accurate and provide sources to verify their claims.
8. Peer-to-peer influence is significant
Peer-to-peer influence is significant in health communication. The survey found that people are more likely to trust recommendations from friends and family regarding health information. Health communicators should leverage this influence and encourage people to share evidence-based health information with their loved ones.
9. Language barriers need to be overcome
Language barriers can be a significant obstacle when delivering health communication. The HINTS survey found that around 10% of adults in the US are limited English proficient. Health communicators should ensure that their messages are available in different languages to accommodate a diverse audience.
10. Effective communication requires ongoing evaluation
Effective communication requires ongoing evaluation to ensure that messages are reaching the intended audience and achieving their intended goals. The HINTS survey provides valuable insights to help health communicators develop effective communication strategies.
In conclusion, the latest Health Information National Trends Survey provides several key takeaways for health communicators. Building trust, targeted messaging, video content, access to technology, health literacy, cultural sensitivity, social media, peer-to-peer influence, language barriers, and ongoing evaluation are all important factors to consider when developing effective health communication strategies. As health communicators, our goal should be to provide accurate, evidence-based health information that’s accessible to everyone.
