Rajalakshmi Anand, MBA

ABSTRACT

Leveraging Digital Tools for Health Communication and Promotion

Ms. Rajalakshmi Anand

Weill Cornell Medicine - Qatar (WCM-Q)

Dr. Sohaila Cheema

Weill Cornell Medicine - Qatar (WCM-Q)

Globally, one-third of the world’s population has difficulty searching, comprehending, evaluating, and using information that they need to maintain optimum health and well-being. Empowering people to learn and practice healthy behaviors and engage in self-care is at the core of health promotion. The importance of this is substantially increased during crisis situations such as the COVID-19 pandemic. Appropriate health communication also continues to be vital during the constantly evolving COVID-19 pandemic. The impact of the pandemic can be alleviated by promoting health behavior change, disease management and communicating policies and processes by using appropriate tools to publicize information in language easily understood by the public.

Electronic mail (email) is a powerful tool to engage with various audiences using electronic devices. Worldwide 3.9 billion people use email, spending up to five hours daily to check work and personal emails. Emails are cost effective and directly connect the intended audience with personalized content. Embedding useful links and eye-catching visuals attract consumers to read and learn from the content. Health communication emails should provide information in simple language; use appealing and culturally appropriate visuals; and communicate new or updated evidence and information as necessary. The Institute for Population Health, Weill Cornell Medicine-Qatar disseminates credible information to create awareness about COVID-19 and health-related topics by various mechanisms. An example is the ‘Stay Safe, Stay Healthy’ newsletters. The newsletters are focused on topics relevant to COVID-19, health, and well-being. The content guides the public to navigate, and access trusted and reputable sources for helpful tips to manage and adapt their lifestyles for optimum health and well-being. The newsletters are created inhouse using a digital tool called ‘Mailchimp’. Mailchimp is convenient to use with several in-built templates, allowing the creation of visually appealing content with the option to add unique links or hyperlinks as required. Mailchimp also hosts the audience database, manages audience preferences, and facilitates scheduling and sending the newsletters. The ‘Stay Safe, Stay Healthy’ newsletter email campaigns have garnered 111,789 opens (total number of times the campaign was opened by recipients) and 28,507 clicks (total number of times any tracked link was clicked) since its initiation in March 2020.

Reliable, evidence-based, and well-crafted health communication can facilitate behavior change, dispel fear and uncertainty, promote compliance with positive health behaviors, and disseminate reliable and succinct information. It can also help alleviate stress and feelings of ‘overwhelm’ when confronted with ‘information overload’ online. Communities can substantially benefit as custom-tailored information is delivered directly to the intended audience. Most digital tools such as MailChimp are accessible via a paid subscription. Subscription fees could be a deterrent to their use. Nevertheless, digital tools like MailChimp are an effective tool to optimize emails and can contribute to health promotion by facilitating the dissemination of health-related information via email, in a timely, efficient, and effective manner.

BIO

Raji Anand, MBA
Senior Administration Manager
Institute for Population Health
Weill Cornell Medicine-Qatar

Rajalakshmi 'Raji' Anand is senior administration manager in the Institute for Population Health (IPH) at Weill Cornell Medicine - Qatar (WCM-Q). Raji plans and organizes locally and internationally accredited Continuing Medical Education activities and oversees the digital marketing strategy and content management for health communication on IPH social media, email campaigns, and webpages. She is actively involved in planning and organizing IPH community outreach programs and initiatives. She also works on reports, business plans, and other forms of communication.

Raji has certifications in digital marketing; writing, publishing and social media for healthcare professionals; digital marketing strategy; critical thinking: judgment and decision making in the information age, and project management: competencies and structure. Raji served on the Program Advisory Committee, International Association of Business Communicators World Conference in 2016 and serves on the Organizing Committee and Scientific Planning Committee of various IPH activities. She has also presented at various local and international conferences on health communication and the use of digital tools in health promotion. 

An experienced professional having worked in a variety of roles, Raji’s career spans the hospitality industry as well as the oil and gas sector in public relations and events. Raji has a master's in business administration from Temple University, USA, and a bachelor's degree in business administration from Annamalai University, India; and is a diplomate of the Institute of Hotel Management, Catering Technology and Applied Nutrition, India. She is currently pursuing a Doctor of Education in Innovation and Leadership from Arizona State University, USA.