1 designing effective printed educational materials

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Designing Effective Designing Effective Printed Educational Printed Educational

MaterialsMaterials

Designing Effective Printed Educational Materials

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Designing Effective Printed Designing Effective Printed Educational Materials:Educational Materials: ObjectivesObjectives

Identify the principles of Identify the principles of effective and persuasive effective and persuasive educational materials.educational materials.

Evaluate the feasibility and Evaluate the feasibility and potential impact of existing potential impact of existing educational materials.educational materials.

Design simple but effective Design simple but effective educational materials educational materials targeting specific drug targeting specific drug utilization problems.utilization problems.

Designing Effective Printed Educational Materials

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Principles of Persuasive Print Principles of Persuasive Print MaterialsMaterials

• Understand the reasons for prescribing or Understand the reasons for prescribing or patient choicepatient choice

• Be oriented toward decisions and actionsBe oriented toward decisions and actions

• Emphasize a few key messagesEmphasize a few key messages

• Capture attentions with headlinesCapture attentions with headlines

• Use visually appealing illustrationsUse visually appealing illustrations

• Use brief & simple textUse brief & simple text

• Repeat important messagesRepeat important messages

• Have respected sponsorsHave respected sponsors

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1. Understand the Reasons for 1. Understand the Reasons for Prescribing Prescribing

• Understand motivations for incorrect Understand motivations for incorrect prescribing or consumer use prescribing or consumer use BEFORE designing educational BEFORE designing educational materials.materials.

• Use qualitative techniques to Use qualitative techniques to discover these motivations.discover these motivations.

Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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2. Be Oriented Toward Decisions 2. Be Oriented Toward Decisions and Actionsand Actions

• Interventions are designed to change Interventions are designed to change behavior, not to increase knowledge.behavior, not to increase knowledge.

• Orientation to decision and action is Orientation to decision and action is critical.critical.

• Should emphasize what prescribers or Should emphasize what prescribers or patients SHOULD DO or SHOULD NOT DO patients SHOULD DO or SHOULD NOT DO for particular health problems.for particular health problems.

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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3. Emphasize a Few Key 3. Emphasize a Few Key MessagesMessages

• People have no time to read.People have no time to read.

• Only 4 points or recommendations in Only 4 points or recommendations in each printed material.each printed material.

• Include:Include:– The behavior you wish to promoteThe behavior you wish to promote

– The behavior you wish to extinguishThe behavior you wish to extinguish

– Key pieces of informationKey pieces of information

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Designing Effective Printed Educational Materials

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4. Capture Attention with Headlines4. Capture Attention with Headlines

• Capture the interest of the reader.Capture the interest of the reader.

• Make the reader want to read the rest of Make the reader want to read the rest of the text.the text.

• Use a large, attractive font.Use a large, attractive font.

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Designing Effective Printed Educational Materials

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5. Use Visually Appealing 5. Use Visually Appealing IllustrationsIllustrations

• Awaken interestAwaken interest

• Tell a storyTell a story

• Show behavior to Show behavior to be promoted or be promoted or extinguished.extinguished.

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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6. Use Brief & Simple Text6. Use Brief & Simple Text

• Text should be easy to understand.Text should be easy to understand.

• Pilot-test!Pilot-test!

• Must be culturally acceptable.Must be culturally acceptable.

• Avoid scientific terms.Avoid scientific terms.

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Designing Effective Printed Educational Materials

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7. Repetition7. Repetition

• Foundation of advertising and Foundation of advertising and communicationcommunication

• Increases memory and learning !Increases memory and learning !

• Include key message in headline, Include key message in headline, content and conclusioncontent and conclusion

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8. Credibility8. Credibility

• Respected sponsors Respected sponsors increase credibility.increase credibility.

• Readers understand where Readers understand where the material comes from.the material comes from.

• Logos can also increase Logos can also increase credibility.credibility.

• Refer to valid scientific Refer to valid scientific

evidenceevidence..

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Designing Effective Printed Educational Materials

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9. Relevance and Involvement9. Relevance and Involvement

• Produce materials relevant to the userProduce materials relevant to the user

• Involve local expertsInvolve local experts

• Investigate what prescibers want Investigate what prescibers want information aboutinformation about

• Collaboration leads to wide-scale Collaboration leads to wide-scale disseminationdissemination

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10. Principles of Public Educational 10. Principles of Public Educational MaterialsMaterials

• Always pretest materialsAlways pretest materials

• Simplify illustrationsSimplify illustrations

• Use clues (clothing, activities) that the Use clues (clothing, activities) that the audience can relate toaudience can relate to

• Draw people as they areDraw people as they are

• Keep to scale and contextKeep to scale and context

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Principles of Public Educational Principles of Public Educational Materials - 2Materials - 2

• Check your colorsCheck your colors

• Be careful with symbolsBe careful with symbols

• Give a positive message if possibleGive a positive message if possible

• Make sure people can see the pointMake sure people can see the point

• Limit the number of conceptsLimit the number of concepts

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Designing Effective Printed Educational Materials

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Does your patient Does your patient have dysentery?have dysentery?

Don’t give antibiotic injections!

Oral antibiotics are safer and more effective!

Produced by BU Rational Drug Use Foundation

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Activity OneActivity One

• Review of Printed MaterialsReview of Printed Materials

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Activity TwoActivity Two

• Production of Educational MaterialsProduction of Educational Materials