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Behavior Change

health equity

Collaborating to Achieve Health Equity

More than any other health crisis of our time, the COVID-19 pandemic has highlighted the realities of health inequity in the United States and the continuing efforts to meet the needs of the people who need the most help. Tailoring health communications is about much more than overcoming stereotypes to ensure your message is received and heard. Community-led connections with di ...

The Next Chapter in Public Health Communications: Lessons Learned From a Pandemic

Public health marketing professionals have faced unprecedented and unpredictable communication challenges throughout the COVID-19 pandemic. A key factor, and likely a long-term challenge, is health message fatigue. Indeed, a growing body of research shows that message fatigue occurs when people are repeatedly exposed to messages about the same preventive health behaviors—for ex ...

Doctor examining a child in a medical office

Applying Marketing Methodology to COVID-19 Behavior Change

Strategic social marketing campaigns must be deliberately planned with the desired results in mind, no matter how difficult or far in the future the intended behavior may be expected. Unfortunately, when tackling health-related behaviors, the outcome can sometimes mean life or death. In the case of the U.S. Department of Health and Human Services’ (HHS) We Can Do This campaign, many lives were at stake as Fors Marsh Group (FMG) sought to inform and persuade the “movable middle”—or roughly 80% of Americans—across an immense and ever-changing landscape.

Segmentation: The Essential Ingredient in Public Health Campaigns

Segmentation uses a powerful combination of expert data analysis and advanced infrastructure and technology to identify specific groups with shared traits within a larger target audience. This marketing approach is particularly effective in public health campaigns in which resources are often constrained and tactics must be prioritized for behavior change on a large scale.   Th ...

Segmentation and Optimization: FMG’s Data-Driven Approach to Building Vaccine Confidence

Fors Marsh Group (FMG) uses segmentation and optimization to deliver data-driven decisions and communications strategies to the biggest health crisis of our time, the COVID-19 pandemic.

Driving Pandemic Health Outcomes Through Influencer Marketing

Reaching your desired audience with the right message is the magic equation in marketing. But what if your target audience is nearly every age group, geographic area, ethnicity, race, gender, and unique differentiator? And your message is to drive positive behavior change during the largest health crisis of our time. That was—and continues to be—the challenge faced by Fors Marsh Group (FMG) starting in August 2020 when we were tasked with creating and implementing a public education and behavior change marketing strategy for the COVID-19 Public Education Campaign. 

The even bigger challenge, we learned, is finding the best messenger.

juntos sí podemos stickers

FMG's Contribution to Health Equity for U.S. Latinos During Hispanic Heritage Month

The United States celebrates Hispanic Heritage Month from September 15 to October 15, and we’re marking another significant milestone this month: the one-year anniversary of FMG supporting the U.S. Department of Health and Human Services’ (HHS) COVID-19 We Can Do This (Juntos Sí Podemos) public education campaign. This national initiative has helped increase public confidence i ...

person in military uniform with clasped hands

The Little Known, Yet Crucial, Role of Military Chaplains in Suicide Prevention

September marks National Suicide Prevention Awareness Month. The statistics are sobering.   According to the CDC, 12 million Americans have reported seriously considering suicide, 3.5 million have made a suicide plan, and 1.4 million have attempted death by suicide. Within the military community, suicide rates remain a pressing concern. Prevention programs provided by the U.S. ...

substance use disorder recovery, purple ribbon, recovery research, SUD

Fors Marsh Group Embarks on a New Challenge: Improving the Resourcing of Recovery

The United States entered the new decade with a global pandemic affecting people, economies, and education at levels not seen since the great World Wars. The COVID-19 pandemic has captured society’s full attention, as we have seen the worldwide death toll mount to over 210,000 in less than a year. And, while our collective focus remains on the coronavirus, the sad realities of ...

Leading the Narrative 2019: Society of Behavioral Medicine Conference Preview

The theme for the Society for Behavioral Medicine’s (SBM) 40th Annual Meeting and Scientific Sessions is “Leading the Narrative.” This theme encourages researchers (1) to conduct high-quality scientific studies, (2) to communicate their findings to diverse audiences in a way that is easy to understand and impactful, and (3) to get involved in careers and activities that allow t ...

The Importance of Role Models on Healthy Living

Every year, the Society of Behavioral Medicine (SBM) holds an annual conference to bring together professionals who strive to use behavioral science to improve people’s quality of life and health. To follow along with this year’s theme, “Leading the Narrative,” I will be presenting my master’s thesis research on role models and their influence on physical activity and dietary b ...

Healthy Behavior: The Best A Man Can Get

In the era of the #MeToo, accounts of sexual assault and sexual harassment and their social, professional and personal consequences for both parties are receiving the attention they deserve to increase awareness and reduce naivety to its harm. A groundswell of victim’s voices has entered the mainstream media, demanding that we all take a closer look at whom and what is affected ...

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