| Course | IHP 510 Marketing, Communications Strategies and Outreach |
|---|---|
| Module | Module 5 |
| Paper type | graduate milestone channel strategy |
| Length | About 1,070 words, 6 pages |
| Format | APA 7 student paper |
| School | Southern New Hampshire University |
| Program | MS Healthcare Administration |
| Updated | September 2026 |
Free sample paper for IHP 510 Module 5
Milestone Two: Choosing Channels for Lakeview's Screening Campaign
[Student Name]
Southern New Hampshire University
IHP 510: Marketing, Communications Strategies and Outreach
Module Five Milestone Two
[Instructor Name]
[Date]
Milestone Two: Choosing Channels for Lakeview's Screening Campaign
The situation analysis and message work for Lakeview's screening effort produced five audience segments and messages tailored to each. This milestone decides how those messages will reach people. It reviews evidence on mass media campaigns, average campaign effects and social media use, compares channel options and sets a channel mix for each segment with frequency, cost and measures.
What Mass Media Can Do
Wakefield et al. (2010) reviewed evidence from mass media campaigns on tobacco, alcohol, physical activity, road safety, cancer screening and other topics. They concluded that media efforts can move whole populations toward healthier habits or away from harmful ones, yet the size of any shift depends on high, sustained exposure and are much stronger when campaigns are combined with access to products or services and supportive policies. Campaigns that urged people to act without making action easy produced weaker results. For screening, this means media should drive people toward an easy option, not simply raise concern.
How Large Are Campaign Effects
Snyder et al. (2004) conducted a meta-analysis of mediated health communication campaigns in the United States. The average campaign was associated with a change in behavior of a few percentage points among people in the campaign area compared with those outside it. Campaigns promoting the adoption of a new behavior tended to have larger effects than those asking people to stop an existing one, and campaigns that included enforcement or incentives produced larger effects. A few percentage points can be meaningful across a large population, but they cannot by themselves close a twelve-point gap in screening.
Who Uses Social Media
Chou et al. (2009) analyzed a national survey of health information use and found that social media participation was strongly associated with age, with younger adults far more likely to use social networking sites. Once internet access was accounted for, use did not differ substantially by education, race or ethnicity, suggesting social media could reach diverse groups among those online. For Lakeview, social media fits the newly eligible segment in their mid-to-late forties better than older lapsed screeners, and it must be paired with channels that reach patients without reliable internet access.
Channel Options
Lakeview has several channel types. Direct patient channels include mailed letters with a stool test kit, text messages, portal messages and phone calls from outreach nurses or community health workers. Clinic channels include clinician recommendations at visits and waiting room displays. Community channels include Spanish-language radio, church bulletins and events, the county's barbershop health program and community centers. Paid media include local television, radio, social media advertising and billboards. Direct channels reach known overdue patients precisely and link directly to the kit; paid media reach broadly but imprecisely and at higher cost per person.
Channel Mix by Segment
Table 1 shows the mix. The mailed kit with a letter is the backbone for every segment except patients who have already chosen colonoscopy. Newly eligible adults receive portal messages and targeted social media ads that point them to request a kit. Lapsed screeners receive the kit and two text reminders. Medicaid patients receive the kit, text reminders and a phone call from an outreach nurse if the kit is not returned in three weeks. Spanish-preferring patients receive Spanish materials, texts and calls from community health workers, supported by radio spots. Black men receive clinician outreach, the kit and invitations through barbershop and church partners.
Table 1. Channel Mix by Segment
| Segment | Primary channel | Supporting channels |
|---|---|---|
| Newly eligible | Portal message with kit request | Social media ads; clinician recommendation |
| Lapsed screeners | Mailed kit | Two text reminders |
| Medicaid, practical barriers | Mailed kit | Texts; outreach nurse call at three weeks |
| Spanish-preferring | Mailed kit in Spanish | Community health worker calls; Spanish radio |
| Black men | Clinician outreach and mailed kit | Barbershop and church partners |
Note. The mailed kit anchors the mix, following evidence on effective interventions.
Frequency and Exposure
Wakefield and colleagues stress sustained exposure. Each overdue patient will receive at least three contacts over eight weeks: the kit and letter, a reminder at two weeks and a call or second reminder at four to six weeks. Community channels and radio will run for three months, repeated in the spring, when many health systems see renewed attention to screening. Social media ads will run continuously but at a modest budget targeted to the 45-to-54 age group.
Reaching Patients Without Recent Visits
About one in five overdue patients has not visited a Lakeview clinic in two years, and their contact information may be out of date. Before mailing, the population health team will verify addresses against insurance records and the state's change-of-address service, and outreach nurses will call a sample of returned mail to update records. For patients who cannot be reached by mail or phone, community channels matter most: church and barbershop partners, radio and flyers at pharmacies and grocery stores will invite people to call a single number to request a kit. This segment is also where paid social media, targeted by age and zip code, may reach people the clinic cannot find through its own records, making the modest advertising budget worth testing.
Budget
Of the 180,000-dollar first-year budget, about 110,000 dollars goes to kits, postage and laboratory processing, 25,000 to outreach staff time, 15,000 to text messaging and printing, 15,000 to community partner support and radio and 15,000 to social media advertising. Billboards and television are excluded because their cost per overdue patient reached is high and the evidence favors linked services over broad awareness.
Coordinating Channels
Channels work best when they reinforce each other. Radio spots and church announcements will run the same week kits arrive in homes, so patients hear about the test from several trusted sources at once. All materials will share a simple visual identity and the same phone number, making the campaign recognizable across channels.
Measures
Channel performance will be measured by what matters: kits returned and screenings completed, attributed where possible to each channel through tracking codes and response dates. Process measures include messages delivered, calls completed and kit requests from social media. Cost per completed screening by channel will guide adjustments at three months.
Conclusion
The evidence suggests that media alone produces modest effects and works best when linked to easy action. Lakeview's channel strategy therefore puts most resources into direct channels that deliver the test itself, adds trusted community channels for segments with larger gaps and uses limited paid media where the audience is. Measuring each channel by completed screenings keeps the focus on behavior.
References
Chou, W.-Y. S., Hunt, Y. M., Beckjord, E. B., Moser, R. P., & Hesse, B. W. (2009). Social media use in the United States: Implications for health communication. Journal of Medical Internet Research, 11(4), Article e48. https://doi.org/10.2196/jmir.1249
Snyder, L. B., Hamilton, M. A., Mitchell, E. W., Kiwanuka-Tondo, J., Fleming-Milici, F., & Proctor, D. (2004). A meta-analysis of the effect of mediated health communication campaigns on behavior change in the United States. Journal of Health Communication, 9(Suppl. 1), 71-96. https://doi.org/10.1080/10810730490271548
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261-1271. https://doi.org/10.1016/S0140-6736(10)60809-4
What the IHP 510 Module 5 instructions ask for
Milestone Two in IHP 510 usually asks you to select communication channels for your campaign and justify them with evidence and audience data. Graduate milestones commonly run five to seven APA 7 pages. Review evidence on what channels and campaigns achieve, describe the options available to your organization and assign a channel mix to each segment with frequency and budget. Explain why some channels were excluded, and define how each channel's contribution to the behavior will be measured. Instructors reward strategies that link channels to action and allocate money where evidence and audience data point, rather than toward the most visible media. IHP 510 graders notice clean headings in IHP 510 papers. IHP 510 names and dates need checking before IHP 510 submission.
How this IHP 510 Module 5 milestone two example is built
This milestone sets channels for a composite health system's colorectal screening campaign with about 180,000 dollars. Wakefield and colleagues show media works best linked to services and sustained exposure, Snyder and colleagues find average campaign effects of a few percentage points and Chou and colleagues show social media use is patterned by age. The mailed kit anchors every segment, with portal messages and social ads for newly eligible adults, texts and nurse calls for Medicaid patients, community health workers and radio for Spanish-preferring patients and barbershop and church partners for Black men. Frequency, a budget excluding billboards and cost per completed screening complete it. IHP 510 students can reuse this structure for IHP 510 work. IHP 510 claims here trace to cited IHP 510 sources.
Where the IHP 510 Module 5 rubric puts the points
Channel strategy milestones in IHP 510 are commonly judged on use of evidence about media and channels, fit between channels and segments, frequency and exposure planning, budget allocation with rationale, measures tied to behavior, scholarly support and APA 7. Strong milestones concentrate resources on channels linked to action, explain exclusions and measure cost per completed behavior. Milestones lose points when they choose channels by popularity, ignore audience access or measure only impressions and clicks. Tracking codes or other ways of attributing results to channels are often credited as practical evaluation thinking. IHP 510 marks favor careful formatting across IHP 510 sections. IHP 510 citations keep every IHP 510 argument credible.
IHP 510 Module 5 help: the mistakes that cost points
In IHP 510, Milestone Two often loses points for channel lists without evidence, for mixes that are identical across segments, for missing budgets and for measures limited to reach. Another frequent weakness is expecting social media alone to reach older or offline audiences. Review evidence, match channels to segments, plan frequency, allocate budget with reasons and measure behavior by channel. If your organization has different channels or budget, add them to your IHP 510 notes so the strategy fits your real resources. IHP 510 drafts start well from a IHP 510 outline. IHP 510 feedback already received guides IHP 510 revisions.
Get IHP 510 Module 5 written to your instructions
Send the IHP 510 Milestone Two prompt, your segments and your budget. The strategy will weigh channel evidence, assign a channel mix to each segment with frequency and cost, explain exclusions and measure each channel by the behavior it produces, within 24 to 48 hours, free the first time. The paper above is an original model document written by our desk, not a submitted student paper and not an official Southern New Hampshire University document.
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IHP 510 Module 5 questions, answered
Where can I find a free IHP 510 Module 5 Milestone Two sample?
The whole strategy is published on this page: a channel mix for a colorectal screening campaign weighed against evidence on media and social media.
How effective are health media campaigns?
A meta-analysis found average behavior changes of a few percentage points, larger for promoting new behaviors and when paired with incentives or services.
Why pair media with services?
Campaigns are much more effective when they point people to an easy action, such as a free test mailed to their home.
Who uses social media for health information?
National data show use is strongly tied to age, so social media fits younger segments better than older ones.
How should campaign channels be measured?
By completed behaviors and cost per behavior attributed to each channel, not only by impressions or clicks.