Florida Prevention Research Center

Other Projects

Asthma Project – Social Media’s Role in Support for Pediatric Asthma Patient Care

In early 2010, the USF Asthma Study, a collaborative study between the College of Medicine and the College of Public Health, was initiated to address asthma communication and management issues among pediatric clinics in the Tampa Bay Region. By using the social marketing approach, research focuses on teens, caregivers, and healthcare providers in the development of informed social media tools. Through in-depth interviews with these stakeholders, opportunities, benefits and barriers pertaining to the use and integration of social media and mobile technology in asthma self-management were explored. In addition, the researchers elicited ideas, features and concepts for relevant social media application (“app”) design from study participants. The study is currently trialing two existing asthma management apps to identify more refined design features on our journey to create a modern solution to asthma management problems through audience-centered approaches.

Hookah Project

Use of tobacco products, in any form, has the ability to cause health problems and lead to dependency on nicotine. The health consequences of waterpipe smoking are becoming more evident as research is focusing on the health aspects and outcomes related to both casual and continual smokers. The purpose of this social marketing plan is to guide the development and implementation of a Hookah Social Marketing campaign to deter hookah smoking among University of South Florida (USF) college students. Specifically, the plan provides strategies to:

  • Encourage the priority population of USF students living on campus to not smoke hookah
  • Encourage current nonsmokers to use their influence on friends to not smoke hookah

Strategic recommendations derived from the formative research and also from the strategic planning meeting with key stakeholders for how to influence the priority population were based on each component of the marketing mix:

  • Product: How to maximize opportunities to engage in the desired behavior (not smoking hookah).
  • Pricing: How to minimize the perceived costs associated with the desired behavior.
  • Placement: How to develop program partnerships within USF to disseminate information and reinforce the desired behavior.
  • Promotion: How to promote the desired behavior in a manner that is relevant and appealing.

The three major objectives for the project are to:

  1. Conduct research to ascertain key influencers relative to hookah smoking, specifically exploring the benefits and the barriers associated with smoking hookah.
  2. Develop a comprehensive strategic marketing “action plan” that will guide long range implementation of a program to deter hookah smoking among USF students and;
  3. Provide training on social marketing to key stakeholders at USF to increase capacity for the proposed project as well as future programs

For more details, please refer to our Hookah Social Marketing Campaign.

Healthy People 2020 Baseline Data

Every decade the Healthy people initiative set national health objectives to achieve health equity, eliminate disparities, and improve the health of all groups in the nation. Healthy People has established a criteria /measures to monitor the progress towards achieving these objectives. For the first time in three decades the Health People included social marketing objectives in its 10 years agenda to address the application and utilization of the social marketing approach in projects that are developed and implemented by state health departments, and in the curriculums of various academic programs offered by accredited schools of public health in the United States.

HP 2020 objectives

HC/HIT - 13.1:
"Increase the proportion of State health departments that report using social marketing in health promotion and disease prevention programs.”

HC/HIT-13.2 HC/HIT-13.2:
“Increase the proportion of schools of public health and accredited master of public health (MPH) programs that offer one or more courses in social marketing.”

The aim of this study is to provide a baseline data from which to monitor progress towards achieving Healthy People 2020 sub-objectives HC/HIT - 13.1 and HC/HIT – 13.2.

For this purpose we conducted two separate sub studies:

To assess the proportion of proportion of State health departments that report using social marketing in health promotion and disease prevention programs the University of South Florida's Prevention Research Center work in collaboration with the National Public Health Information Coalition (NPHIC). The NPHIC voting member at each state health department was surveyed to identify departmental areas that might use social marketing. Follow-up surveys were then administered to named contact persons in order to determine whether their disease prevention and health promotion programs met social marketing criteria.

To determine the proportion of accredited public health programs that offer social marketing courses/programs, we have conducted an online survey with Associate Deans from the American Schools of Public Health in order to determine whether program activities meet social marketing criteria and to assess the extent to which these programs are being offered.

The College of Public Health at the University of South Florida is the parent organization for the Florida Prevention Research Center and is supported by the Centers for Disease Control and Prevention cooperative agreement number 1-U48-DP-005024.