Assignment: Health Communication

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Evaluating Outcomes of Health Communication Interventions

Chapter 14

Overview/Objectives

Why, What and How We Measure

The Language of Evaluation

Evaluation

Program Assessment

Metrics

Return on Investment (ROI)

Outcomes

Impact

Social Change Indicators and Social Impact

Behavioral Impact

11/14/2007

Social Change and Behavioral Indicators

Why We Measure

Focus staff/partners/intended audiences on shared goals
Clarify program purposes, goals, and objectives
Identify and compare effective practices
Improve service delivery
Adjust program in progress by refining strategies/messages
Assess cost effectiveness of program
Assess program results/ROI
In public health communication, ROI = health or social behavior that leads to improved public health outcomes
Determine program reproducibility and sustainability/opportunities for scaling-up phase
Communicate results to key stakeholders/ audiences
Implement lessons learned from new models/strategies in future interventions
Compete for economic and human resources

11/14/2007

Drawbacks of Evaluation

Cost
Time
Chance of measuring wrong variables and indicators
Questionable accuracy for programs with limited scope, reach and duration
Potential bias in evaluation method or tool
Hard to do if not planned ahead
Results that may be affected by independent influences on key audiences and program’s outcomes

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