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Digital Media for Health Outcomes, English
  • Level Professional
  • Duration 17 hours
  • Course by Yale University
  • Offered by

About

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

Modules

Introduction to the Course

    • 2 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Pre Course Survey

2 Videos

  • Introduction
  • What This Course Is and Is Not

2 Readings

  • Navigating this Course and Expectations
  • Module Slides

Behavioral Insights

    • 4 Videos
    • 1 Discussion
Show info about module content

1 Discussions

  • Behavioral Insights

4 Videos

  • Behavioral Insights as a Foundation
  • Understanding the Behavioral Drivers Model
  • Defining Behavioral Insights in Context
  • Learning from Insights: UNICEF Indonesia Example

Field Perspective: Africa CDC

    • 1 Videos
Show info about module content

1 Videos

  • Case Study: Ebola Response in Liberia

Conclusion

    • 1 Videos
    • 2 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Define a Key Health Issue to Address

1 Videos

  • Module Summary

2 Readings

  • UNICEF Behavioral Drivers Model
  • Assignment Template

Introduction

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Module Introduction

1 Readings

  • Module Slides

Planning Your Communication Strategy

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • Planning Your Campaign Strategy
  • Defining Your Target Audience

1 Readings

  • Empathy Map Activity

Key Considerations

    • 2 Videos
    • 1 Discussion
Show info about module content

1 Discussions

  • Where to Find Your Audience

2 Videos

  • Audience Considerations
  • Resource Considerations

Crafting Your Strategic Brief

    • 5 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • SMART Objectives

5 Videos

  • Introduction: Ad Council
  • Getting to the Brief
  • Aligning on Goals and Objectives
  • Developing an Integrated Strategic Brief
  • The 4 I's

1 Readings

  • Persona Building Activity (Optional)

Field Perspective: Ad Council

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • Case Study: Lung Cancer Screening
  • Case Study (cont.): Campaign Results

1 Readings

  • Campaign Brief - Real World Example

Conclusion

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Campaign Strategic Brief

1 Videos

  • Module Summary

1 Readings

  • Strategic Brief Template

Introduction

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Module Introduction

1 Readings

  • Module Slides

Effective Health Messaging

    • 3 Videos
Show info about module content

3 Videos

  • Creating Effective Health Messaging
  • Foundation of Complex Health Behaviors
  • Values Based Messaging

Health Messaging: Spotlight on Vaccines

    • 4 Videos
Show info about module content

4 Videos

  • Protection Motivation
  • Combatting Misinformation and Myths
  • Nudges and Reminders
  • Effective Messengers

Field Perspective: UNICEF

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Case Study: Messaging Best Practices

2 Readings

  • Vaccine Messaging Guide
  • Vaccine Creatives: World Immunization Week 2021

Tools for Effective Creative

    • 2 Videos
    • 3 Readings
Show info about module content

2 Videos

  • Metaphors and Storytelling
  • Best Practices in Messaging Creative

3 Readings

  • Best Practices: Reels, TikTok, and YouTube
  • Best Practices: Facebook
  • Creative Checklist

Field Perspective: Ad Council

    • 1 Videos
Show info about module content

1 Videos

  • Case Study: Creative Best Practices

Conclusion

    • 1 Videos
    • 3 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Create Campaign Assets

1 Videos

  • Module Summary

3 Readings

  • Meta Creative Hub: Ad Builder Demo
  • Canva Demo
  • Asset Guide

Module Introduction

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Introduction

1 Readings

  • Module Slides

Social Media Platforms: The Basics

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Ideal Platform Practice Quiz

1 Videos

  • Key Considerations for Digital Media

Practical Tactics for Digital Media Campaigns

    • 2 Videos
    • 2 Readings
Show info about module content

2 Videos

  • Practical Tactics: Implementing Your Strategy
  • Metrics Should be Specific

2 Readings

  • Best Practices for Instagram, LinkedIn, Twitter
  • Best Practices for Youtube, Reels, TikTok

Field Perspective: Yale School of Public Health

    • 1 Videos
Show info about module content

1 Videos

  • Case Study: The Power of the Public Health Meme

Tactics for Meta Platforms

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • All Things Meta

1 Readings

  • Getting Started with Ads Manager Guide

Campaign Preparation and Launch

    • 2 Videos
    • 1 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Campaign Implementation Reflection

2 Videos

  • The Value of Pre-Testing
  • A/B Testing

1 Readings

  • Guides to Dynamic Creative Content

Field Perspective: Population Services International (PSI)

    • 1 Videos
Show info about module content

1 Videos

  • Case Study: COVID-19 Vaccine Hesitancy

Conclusion

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Metrics Review

1 Videos

  • Module Summary

1 Readings

  • Defining Your Metrics Template

Module Introduction

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Module Introduction

1 Readings

  • Module Slides

Impact Evaluation Framework and Data Landscape

    • 2 Videos
Show info about module content

2 Videos

  • Identifying Tangible Goals, Objectives, and KPIs
  • Metrics Review

Digital Tools to Assess Outcomes

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Brand Lift Study

1 Readings

  • Facebook Brand Survey Resources

Field Perspective: World Health Organization

    • 1 Videos
Show info about module content

1 Videos

  • Case Study: Regaining Attention to Fight COVID-19

How do we measure success?

    • 2 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • KAP Survey vs Focus Group

2 Videos

  • KAP and Participatory Evaluation
  • Study Design Review

2 Readings

  • Survey Tools
  • Behavioral and Social Drivers of Vaccination

Field Perspective: Yale Institute for Global Health

    • 1 Videos
Show info about module content

1 Videos

  • Case Study: Promoting Equity in COVID-19 Vaccine Demand

Conclusion

    • 3 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Post-Course Survey

3 Videos

  • Module Summary
  • Course Conclusion
  • Credits and Acknowledgement

Auto Summary

The "Digital Media for Health Outcomes (DMHO)" course is an essential training program for health communication professionals seeking to enhance their skills in designing, implementing, and evaluating health campaigns on social media. With a strong focus on leveraging social and behavioral insights, this course provides a comprehensive, evidence-based tutorial on creating impactful health communications. Guided by experts from Yale, the course covers best practices for crafting effective messages and campaign creatives, ensuring that students can develop actionable digital communication strategies. Learners will gain the ability to evaluate their campaigns' success using ad metrics, survey data, cost, and coverage indicators. This professional-level course is available in multiple languages, including Arabic, French, Spanish, Indonesian, Portuguese, Chinese, Russian, and Swahili, making it accessible to a global audience. The course spans 1020 minutes and offers flexible subscription options, whether you are just starting or looking to advance your career in health communications. Ideal for professionals aiming to make a tangible impact on health behaviors through digital media, this course is your gateway to mastering health campaign strategies in the digital age.

Saad Omer
Instructor

Saad Omer