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Digital Media for Health Outcomes, English

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Digital Media for Health Outcomes, English

Instructor: Saad Omer

12,099 already enrolled

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5 modules

Gain insight into a topic and learn the fundamentals.

53 reviews

Intermediate level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

53 reviews

Intermediate level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

Skills you'll gain

Tools you'll learn

Facebook

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Assessments

9 assignments¹

AI Graded see disclaimer

Taught in English

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There are 5 modules in this course

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 Indonesian - https://www.coursera.org/learn/digital-media-health-outcomes-id Portuguese - https://www.coursera.org/learn/digital-media-health-outcomes-pt Chinese - https://www.coursera.org/learn/digital-media-health-outcomes-zh-cn Russian - https://www.coursera.org/learn/digital-media-health-outcomes-ru Swahili - https://www.coursera.org/learn/digital-media-health-outcomes-sw

Behavioral insights are the foundation on which future campaign strategy is based. Participants will be encouraged to use this module to generate campaign ideas they can use to follow along with for the rest of the course.

What's included

8 videos4 readings2 assignments1 discussion prompt

8 videos Total 57 minutes

Introduction 14 minutes
What This Course Is and Is Not 3 minutes
Behavioral Insights as a Foundation 6 minutes
Understanding the Behavioral Drivers Model 11 minutes
Defining Behavioral Insights in Context 7 minutes
Learning from Insights: UNICEF Indonesia Example 4 minutes
Case Study: Ebola Response in Liberia 10 minutes
Module Summary 2 minutes

4 readings Total 65 minutes

Navigating this Course and Expectations 5 minutes
Module Slides 10 minutes
UNICEF Behavioral Drivers Model 40 minutes
Assignment Template 10 minutes

2 assignments Total 90 minutes

Define a Key Health Issue to Address 60 minutes
Pre Course Survey 30 minutes

1 discussion prompt Total 10 minutes

Behavioral Insights 10 minutes

An understanding of key considerations to inform your health communication strategy for an established target audience.

What's included

13 videos5 readings2 assignments1 discussion prompt

13 videos Total 70 minutes

Module Introduction 1 minute
Planning Your Campaign Strategy 3 minutes
Defining Your Target Audience 13 minutes
Audience Considerations 2 minutes
Resource Considerations 6 minutes
Introduction: Ad Council 5 minutes
Getting to the Brief 6 minutes
Aligning on Goals and Objectives 5 minutes
Developing an Integrated Strategic Brief 4 minutes
The 4 I's 7 minutes
Case Study: Lung Cancer Screening 10 minutes
Case Study (cont.): Campaign Results 6 minutes
Module Summary 2 minutes

5 readings Total 50 minutes

Module Slides 10 minutes
Empathy Map Activity 10 minutes
Persona Building Activity (Optional) 10 minutes
Campaign Brief - Real World Example 10 minutes
Strategic Brief Template 10 minutes

2 assignments Total 70 minutes

Campaign Strategic Brief 60 minutes
SMART Objectives 10 minutes

1 discussion prompt Total 10 minutes

Where to Find Your Audience 10 minutes

A reveal of top performing content based on industry standards - both organic and planned assets - tied to best practices for designing health campaign creatives online.

What's included

13 videos9 readings1 assignment

13 videos Total 76 minutes

Module Introduction 2 minutes
Creating Effective Health Messaging 3 minutes
Foundation of Complex Health Behaviors 4 minutes
Values Based Messaging 12 minutes
Protection Motivation 9 minutes
Combatting Misinformation and Myths 8 minutes
Nudges and Reminders 5 minutes
Effective Messengers 2 minutes
Case Study: Messaging Best Practices 6 minutes
Metaphors and Storytelling 4 minutes
Best Practices in Messaging Creative 5 minutes
Case Study: Creative Best Practices 15 minutes
Module Summary 2 minutes

9 readings Total 90 minutes

Module Slides 10 minutes
Vaccine Messaging Guide 10 minutes
Vaccine Creatives: World Immunization Week 2021 10 minutes
Best Practices: Reels, TikTok, and YouTube 10 minutes
Best Practices: Facebook 10 minutes
Creative Checklist 10 minutes
Meta Creative Hub: Ad Builder Demo 10 minutes
Canva Demo 10 minutes
Asset Guide 10 minutes

1 assignment Total 60 minutes

Create Campaign Assets 60 minutes

Learn how to design your digital communication strategy for optimal impact within budget and build confidence to hit the launch button on your campaign strategy!

What's included

10 videos6 readings2 assignments1 discussion prompt

10 videos Total 49 minutes

Introduction 3 minutes
Key Considerations for Digital Media 10 minutes
Practical Tactics: Implementing Your Strategy 9 minutes
Metrics Should be Specific 3 minutes
Case Study: The Power of the Public Health Meme 8 minutes
All Things Meta 3 minutes
The Value of Pre-Testing 5 minutes
A/B Testing 2 minutes
Case Study: COVID-19 Vaccine Hesitancy 5 minutes
Module Summary 1 minute

6 readings Total 60 minutes

Module Slides 10 minutes
Best Practices for Instagram, LinkedIn, Twitter 10 minutes
Best Practices for Youtube, Reels, TikTok 10 minutes
Getting Started with Ads Manager Guide 10 minutes
Guides to Dynamic Creative Content 10 minutes
Defining Your Metrics Template 10 minutes

2 assignments Total 90 minutes

Metrics Review 60 minutes
Ideal Platform Practice Quiz 30 minutes

1 discussion prompt Total 10 minutes

Campaign Implementation Reflection 10 minutes

Tangible goal setting and key performance indicators for real-world Social and Behavioral Change Communications (SBCC) campaigns.

What's included

11 videos4 readings2 assignments

11 videos Total 67 minutes

Module Introduction 1 minute
Identifying Tangible Goals, Objectives, and KPIs 6 minutes
Metrics Review 5 minutes
Brand Lift Study 9 minutes
Case Study: Regaining Attention to Fight COVID-19 10 minutes
KAP and Participatory Evaluation 5 minutes
Study Design Review 9 minutes
Case Study: Promoting Equity in COVID-19 Vaccine Demand 14 minutes
Module Summary 3 minutes
Course Conclusion 1 minute
Credits and Acknowledgement 3 minutes

4 readings Total 40 minutes

Module Slides 10 minutes
Facebook Brand Survey Resources 10 minutes
Survey Tools 10 minutes
Behavioral and Social Drivers of Vaccination 10 minutes

2 assignments Total 40 minutes

Post-Course Survey 10 minutes
KAP Survey vs Focus Group 30 minutes

Instructor

Instructor ratings

(25 ratings)

Saad Omer

Yale University

10 Courses 14,817 learners

Offered by

Yale University

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Reviewed on Jul 17, 2023

Very educative and informative course and I recommend it to anyone interested.

Reviewed on Jul 15, 2025

This course has broadened my knowledge and expertise on how to run successful public health campaigns and the approach and matrix to use. I will strongly encourage others to enroll.

Reviewed on Jun 21, 2023

The course was a fantastic experience as the content was crisp, the audiovisual experience was good, and the faculty was excellent.

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Frequently asked questions

Yes! The course is available in Arabic, French and Spanish.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.