Yale University - Digital Media for Health Outcomes, English
- Offered byCoursera
Digital Media for Health Outcomes, English at Coursera Overview
Duration | 16 hours |
Total fee | Free |
Mode of learning | Online |
Schedule type | Self paced |
Difficulty level | Intermediate |
Official Website | Explore Free Course  |
Credential | Certificate |
Digital Media for Health Outcomes, English at Coursera Highlights
- Flexible deadlines Reset deadlines in accordance to your schedule.
- 100% online Start instantly and learn at your own schedule.
- Intermediate Level Public health professionals or those interested in the field
- Approx. 16 hours to complete
- English Subtitles: English
Digital Media for Health Outcomes, English at Coursera Course details
- The Digital Media for Health Outcomes (DMHO) course will train health communication professionals to leverage social and behavioral insights to design, implement and evaluate health communications online. The course is designed as a comprehensive and evidence-based tutorial on the key tactical steps to develop and implement successful health campaigns on social media, and to evaluate their performance and impact on health behavior. Throughout the course, students will explore best practices for designing relevant messages and campaign creatives. By the end of the course, students will be able to implement a digital communication strategy with actionable campaign objectives, and evaluate its impact through ad metrics, survey data, cost, and coverage indicators.
- Yale is thrilled to offer this course fully translated in:
- Arabic - https://www.coursera.org/learn/digital-media-health-outcomes-ar
- French - https://www.coursera.org/learn/digital-media-health-outcomes-fr
- Spanish - https://www.coursera.org/learn/digital-media-health-outcomes-es
Digital Media for Health Outcomes, English at Coursera Curriculum
Behavioral Insights as a Foundation
Introduction
What This Course Is and Is Not
Behavioral Insights as a Foundation
Understanding the Behavioral Drivers Model
Defining Behavioral Insights in Context
Learning from Insights: UNICEF Indonesia Example
Case Study: Ebola Response in Liberia
Module Summary
Navigating this Course and Expectations
Module Slides
UNICEF Behavioral Drivers Model
Assignment Template
Pre Course Survey
Crafting Your Communication Strategy
Module Introduction
Planning Your Campaign Strategy
Defining Your Target Audience
Audience Considerations
Resource Considerations
Introduction: Ad Council
Getting to the Brief
Aligning on Goals and Objectives
Developing an Integrated Strategic Brief
The 4 I's
Case Study: Lung Cancer Screening
Case Study (cont.): Campaign Results
Module Summary
Module Slides
Empathy Map Activity
Persona Building Activity (Optional)
Campaign Brief - Real World Example
Strategic Brief Template
SMART Objectives
Designing for Context - Messaging & Creative That Resonates
Module Introduction
Creating Effective Health Messaging
Foundation of Complex Health Behaviors
Values Based Messaging
Protection Motivation
Combatting Misinformation and Myths
Nudges and Reminders
Effective Messengers
Case Study: Messaging Best Practices
Metaphors and Storytelling
Best Practices in Messaging Creative
Case Study: Creative Best Practices
Module Summary
Module Slides
Vaccine Messaging Guide
Vaccine Creatives: World Immunization Week 2021
Best Practices: Reels, TikTok, and YouTube
Best Practices: Facebook
Creative Checklist
Meta Creative Hub: Ad Builder Demo
Canva Demo
Asset Guide
Tactics for Digital Media and Campaign Implementation
Introduction
Key Considerations for Digital Media
Practical Tactics: Implementing Your Strategy
Metrics Should be Specific
Case Study: The Power of the Public Health Meme
All Things Meta
The Value of Pre-Testing
A/B Testing
Case Study: COVID-19 Vaccine Hesitancy
Module Summary
Module Slides
Best Practices for Instagram, LinkedIn, Twitter
Best Practices for Youtube, Reels, TikTok
Getting Started with Ads Manager Guide
Guides to Dynamic Creative Content
Defining Your Metrics Template
Ideal Platform Practice Quiz
Metrics that Matter: Understanding Impact
Module Introduction
Identifying Tangible Goals, Objectives, and KPIs
Metrics Review
Brand Lift Study
Case Study: Regaining Attention to Fight COVID-19
KAP and Participatory Evaluation
Study Design Review
Case Study: Promoting Equity in COVID-19 Vaccine Demand
Module Summary
Course Conclusion
Credits and Acknowledgement
Module Slides
Facebook Brand Survey Resources
Survey Tools
Behavioral and Social Drivers of Vaccination
KAP Survey vs Focus Group
Post-Course Survey
Other courses offered by Coursera
Student Forum
Anything you would want to ask experts?
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