The targeted outcome of this approach would be the quality and satisfaction of the decision made by the patient, not the nature of the choice or action taken. However, when the case for one course of action over another is clear-cut, persuasive messages are called for. Examples of areas in which persuasive messages should be crafted include mammography, blood pressure checks, diabetes control, cholesterol reduction, weight control, and colon cancer screening. In this editorial, we stress the need for persuasive messages, show how they can be designed and implemented, and identify settings in which they should be implemented to improve health care. When Information Alone Is Not Enough For many medical problems that require a change in behavior, letting information speak for itself is an insufficient strategy.
Cigarette smoking is a prime example.
The original Surgeon General's report on smoking and disease in 1964 clearly described major problems caused by smoking. Because of many factors, including marketing by tobacco manufacturers, young people in particular were taking up smoking at epidemic levels, even though they were bombarded at every turn by information that smoking was harmful to their health. It takes a multilevel persuasive strategy aimed at changing perceptions, attitudes, and skills, as well as imparting information. It also takes considerably more work than an information-only approach. Persuasive communication messages must be tailored to appeal strongly to persons at risk for smoking by addressing their social needs and expectations related to smoking, as well as their need for information about the connection between this behavior and health outcomes.