New technologies have opened up the realm of possibility for health practitioners, as well as social marketers. Steve Rubel posts on a doctor at the Arizona Heart Institute who is using video iPods to educate his patients about their cardiovascular health and various medical procedures. Audio podcasting and vodcasting (video podcasting) offer us as social marketers some new tools we can use to reach out to our target audiences. The advantages are that people can select the topics of interest to them and listen to (or watch) them at their leisure — at home on their computer, while they are commuting to work, while they are exercising and particularly when they are trying to engage in a behavior that might require a particular skill.
Of course, this method will not work with all target audiences–particularly those who are not tech savvy or who do not have a computer or mp3 player–nor all campaigns. But consider some of these possibilities for how you could enhance your program using podcasting:
- Put together a 30-minute podcast featuring music to exercise to, along with prompts and motivational messages, for your physical activity campaign.
- Increase the reach of your radio and television commercials by distributing them via podcasts.
- Demonstrate with step-by-step video instructions how a newly-diagnosed diabetic should inject herself with insulin at home.
- Provide regular tips on maintaining healthy behaviors or review health news of the week relevant to your program.
- Reach busy professionals who commute with interviews or lectures by experts in their field.
- Create a program that features a mix of music, peer testimonials, Q&A with an expert, and your own commercials.
- Produce a entertainment education soap opera that has new episodes each day.
Many health-related organizations such as NIH and the Mayo Clinic are already doing these types of things to get their news and information out. Many others, such as PCI, have been producing programs like these for radio in developing countries for years.
For more on podcasting, here is the wikipedia entry and here is a step-by-step tutorial on how to create your own podcast.
UPDATE:
Speaking of which, I just came across this free download from Apple:
iWorkout – iPod + iTunes
With iWorkout, your iPod is given 42 different workout routines made by an ACE Certified Personal Trainer. The iPod-based workout routines include illustrations viewable on all new iPods. All workouts can also be spoken to you on your iPod.
Nedra helps nonprofits and public agencies create positive change on health and social issues through social marketing and transmedia storytelling strategies at Weinreich Communications since founding the company in 1995. She helps organizations make a difference for the populations they serve by strategically designing programs that draw on state-of-the-art behavior change techniques, digital media approaches and the power of stories. 
