“When it comes to health, we’re not living in the Age of Too Much Information so much as the Age of Not Quite Enough. Medical science has generated vast amounts of data, and laypeople have more access to them than ever before, but look closely at that information, and it starts to seem disturbingly incomplete.”
In the June 28 & July 5 double issue of Newsweek, the title is simple: “The Science of Healthy Living.” In Mary Carmichael’s article, ‘Healthy at Any Age’ (from which the quote above comes), she describes the mass of medical information we do have, and the limits of that information: poorly designed trials, disagreement among expert panels on guidelines and even the complexity of newly acquired genetic information.
She suggests using the basic mantra of “moderation.” Common sense can answer a number of questions, but they can be further answered by a balanced approach of awareness of your health, openness in discussing it with doctors and friends and a thoughtful approach to consuming health information.
Using ‘moderation’ as a model for health information consumption, one can formulate a PR program that takes advantage of this simplicity.
1. Awareness
As people become more aware of their bodies and their health statistics (whether cholesterol, lipids, blood glucose or weight), frame your message within that context. Ask the question, what does our message mean to them? What numbers can help them understand where they fit?
2. Openness
People are beginning to discuss private health matters more openly, whether with friends, family members or physicians. This may be through social media or just a conversation; in a PR program, it helps to give people the tools to discuss their health intelligently. What might their friends ask them? What would a doctor want to know? Your message should attempt to capture language that speaks to both indirect audiences.
3. Thoughtfulness
We are all health information consumers, and, though not always specialists in the field, we do know more than generations before us. Credibility is key to engaging a sophisticated audience of health consumers. Explain the data, tell the truth and provide your audience with information that speaks to their concerns and puts the message into context.
With these tactics, one can satisfy your audience with the most appropriate knowledge for achieving the most holistic understanding of their health. A healthful message is the first step in healthy interpretation.
