Abstract
Printed health education materials frequently consist of mass-produced brochures, booklets, or pamphlets designed for a general population audience. Although this one-size-fits-all approach might be appropriate under certain circumstances and even produce small changes at relatively modest costs, it cannot address the unique needs, interests, and concerns of different individuals. With the advent and dissemination of new communication technologies, our ability to collect information from individuals and provide feedback tailored to the specific information cellected is not only possible, but practical. The purpose of this article is to: (a) distinguish between tailored print communication and other common communication-based approaches to health education and behavior change; (b) present a theoretical and public health rationale for tailoring health information; and (c) describe the steps involved in creating and deliverin tailored print communication programs. Studies suggest computer tailoring is a promising strategy for health education and behavior change. Practitioners and researchers should understand the approach and consider the possibilities it presents for enhancing their work in disease prevention.
Article PDF
Similar content being viewed by others
Avoid common mistakes on your manuscript.
References
Gilchrist A.Life of William Blake. London: JM Dent, 1942.
Skinner CS, Campbell MK, Rimer BK, Curry J, Prochaska JO: How effective is tailored print communication?Annals of Behavioral Medicine. 1999,21(4):290–298.
Rimer BK, Orleans T: Tailoring smoking cessation for older adults.Cancer. 1994,74(7):2051–2054.
Morgan GD, Noll EL, Orleans CT, et al: Reaching midlife and older smokers: Tailored interventions for routine medical care.Preventive Medicine. 1996,25(3):346–354.
Davis SW, Cummings KM, Rimer BK, Sciandra R, Stone JC: The impact of tailored self-help smoking cessation guides on young mothers.Health Education Quarterly. 1992,19(4):495–504.
Drossaert CH, Boer H, Seydel ER: Health education to improve repeat participation in the Dutch breast cancer screening program: Evaluation of a leaflet tailored to previous participants.Patient Education and Counseling. 1996,28:121–131.
Rimer BK, Orleams ST, Fleisher L, et al: Does tailoring matter? The impact of a tailored guide o, raatings and short-term smoking-related outcomes for older smokers.Health Education Research: Theory and Practice. 1994,9(1):69–84.
Davis SW, Cummings KM, Rimer BK, Sciandra R, Stone JC: The impact of tailored self-help smoking cessation guides on young mothers.Health Education Quarterly. 1992,19(4):495–504.
Kreuter MW, Lezin NA, Kreuter MW, Green LW:Community Health Promotion Ideas That Work. Boston, MA: Jones and Bartlett, 1997.
Strecher VJ, Rimer BK, Monaco KD: Development of a new self-help guide—Freedom From Smoking for You and Your Family.Health Education Quarterly. 1989,16(1):101–112.
Peppers D, Rogers M:The One to One Future: Building Relationships One Customer at a Time. New York: Doubleday, 1993.
Pathways to Freedom: Winning the Fight Against Tobacco, Philadelphia, PA: Fox Chase Center, 1992.
Chances Are… You Need a Mammogram: A Guide for Midife and Older Women, NCI Publication No. 96-3836. Bethesda, MD: National Cancer Institute, 1996.
Kristeller JL, Merriam PA, Ockene JK, Ockene IS, Goldberg RJ: Smoking intervention for cardiac patients: In search of more effective strategies.Cardiology. 1993,82(5):317–324.
Zimmerman RS, Vega WA, Gil AG, et al: Who is Hispanic? Definitions and their consequences.American Journal of Public Health. 1994,84(12):1985–1987.
Raphel M: Customer specific marketing.Direct Marketing. 1996,59(2):22–27.
Snoddy R: Name dropping junk mail treats us all like Burkes.Marketing. 1996,9:10.
Geller L: Customer retention begins with basics.Direct Marketing. 1997,60(5):58–62.
Abrams DB, Orleans CT, Niaura RS, et al: Integrating individual and public health perspcctives for treatment of tobacco dependence under managed health care: A combined stepped-care and matching model.Annals of Behavioral Medicine. 1996,18(4):290–304.
Petty RT, Cacioppo JT:Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm. C. Brown, 1981.
Cacioppo JT, Harkins SG, Petty RE: The nature of attitudes and cognitive responses and their relationships to behavior. In Petty RE, Ostrom TM, Brock TC (eds),Cognitive Responses in Persuasion. Hillsdale, NJ: Lawrence Erlbaum, 1981.
Petty RT, Cacioppo JT, Strathman AJ, Priester JR: To think or not to think. Exploring two routes to persuasion. In Shavitt S, Brock TC (eds),Persuasion, Psychological Insights and Perspectives. Boston, MA: Allyn and Bacon, 1994.
Cook TD, Flay BR: The temporal persistence of experimentally induced attitude change: An evaluative review. In Berkowitz L (ed),Advances in Experimental and Social Psychology (Vol. 11). New York: Academic Press, 1978.
Petty RE: The importance of cognitive responses in persuasion.Advances in Consumer Research. 1977,4:357–362.
McGuire WJ: Theoretical foundations of campaigns. In Rice RE, Atkin CK (eds),Public Communication Campaigns (2nd Ed.). Newbury Park, CA: Sage, 1991.
Brug J, Steenhaus I, van Assema P, de Vries H: The impact of computer-tailored nutrition intervention.Preventive Medicine. 1996,25:236–242.
Campbell MK, DeVellis BM, Strecher VJ, et al: Improving dietary behavior: The effectiveness of tailored messages in primary care.American Journal of Public Health. 1994,84(5):783–787.
Skinner SC, Strecher VJ, Hosper H: Physician remommendations for mammography: Do tailored messages make a difference?American Journal of Public Health. 1994,84(1):43–49.
Brug J, Glanz K, Van Assema P, Kok G, Van Breukelen GJP: The impact of computer-tailored feedback and iterative feedback on fat, fruit, and vegetable consumption.Health Education and Behavior. 1998,25:517–531.
Prochaska JO, DiClemente CC: Stages and processes of self-change for smoking: Toward an integrative model of change.Journal of Consulting and Clinical Psychology. 1983,51:390–395.
Prochaska JO, Velicer WF, DiClemente CC, Fava J: Measuring processes of change: Applications to the cessation of smoking.Journal of Consulting and Clinical Psychology. 1988,56(4):520–528.
Becker MH (ed): The health belief model and personal health behavior:Health Education Monographs. 1974,2:324–473.
Strecher VJ, DeVellis BM, Becker MH, Rosenstock IM: The role of self-efficacy in achieving behavior change.Health Education Quarterly. 1986,13(1):73–92.
Bandura A: Toward a unifying theory of behavior change.Psychological Review. 1977,84(2):191–215.
Marlatt GA: Relapse prevention: Theoretical rationale and overview of the model. In Marlatt GA, Gordon JR (eds),Relapse Prevention, New York: Guilford Press, 1985.
Locke EA, Latham Latham GP:A Theory of Goal Setting and Performance. Englewood Cliffs, NJ: Prentice Hall, 1990.
Kelley HH: Attribution in social psychology.Nebraska Symposium on Motivation. 1967,15:192–238.
Fishbein M, Azjen I:Beliefs, Attitudes, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley, 1975.
Scutchfield FD, Keck CW: Concepts and definitions of public health practice. In Scutchfield FD, Keck CW (eds),Principles of Public Health Practice. Albany, NY: Delmar Publishers, 1997.
Green LW, Kreuter MW:Health Promotion Planning. An Educational and Environmental Approach. Mountain View, CA: Mayfield, 1991.
Street RL, Rimal RN: Health promotion and interactive technology: A conceptual foundation. In Street RL, Gold WR, Manning T (eds),Health Promotion and Interactive Technology. Theoretical Applications and Future Directions. Mahwah, NJ: Lawrence Erlbaum Associates, 1997.
Institute of Medicine:The Future of Public Health. Washington, DC: National Academy of Sciences, 1988, 107.
Anonymous: MicroMass hits market with web personalization software.Business Marketing. 1997,82(1):12.
Davis S:Futute Perfect. Reading, MA: Addison-Wesley, 1987.
Pine J:Mass Customization: The New Frontier in Business Competition. Boston, MA: Harvard Busines, School Press, 1993.
Kreuter MW, Scharff DS, Brennan LK, Lukwago SN: Physician recommendation for diet and physical activity: Which patients get advised to change?Preventive Medicine. 1997,26:825–833.
Kreuter MW, Brennan LK, Scharff DS, Lukwago SN: Do nutrition label readers eat healthier diets? Behavioral correlates of adults' use.American Journal of Preventive Medicine. 1997,13(4):277–283.
Fagerstrom KO: Measuring degree of physical dependence to tobacco smoking with reference to individualization of treatment.Addictive Behavior. 1978,3(3–4):235–241.
Prochaska JO, DiClemente CC, Velicer WF, Rossi JS: Standardized, individualized, interactive, and personalized self-help programs for smoking cessation.Health Psychology. 1993,12(5):399–405.
Strecher VJ, Kreuter M, Den Doer D, et al: The effect of computer tailored smoking cessation messages in family practice settings.Journal of Family Practice. 1994,39(3):262–270.
Kreuter MW, Strecher VJ: Do tailored behavior change messages enhance the effectiveness of health risk appraisal? Results from a randomized trial.Health Education Research: Theory and Practice. 1996,11(1):97–105.
Bull FC, Kreuter MW, Scharff DP: Effects of tailored, personalized, and general materials on physical activity.Patient Education and Counseling. 1999,36:181–192.
Rogers EM:Diffusion of Innovations (3rd Ed.). New York: The Free Press, 1983.
Rimer BK, Glassman B: Tailoring communications for primary care settings.Methods of Information in Medicine (in press, 1999).
Marlatt GA: Situational determinants of relapse and skill-training interventions. In Marlatt GA, Gordon JR (eds),Relapse Prevention. New York: Guilford Press, 1985.
U.S. Department of Health and Human Services:Making Health Communications Work: A Planner's Guide, DHHS Publication No. (NIH) 92-1493. Bethesda, MD: National Cancer Institute, 1989.
Beales S: Digital presses get personal.MacWorld, 1998,January: 24–25.
Kreuter MW, Farrell D, Olevitch L: Brennan L:Tailoring Health Messages: Customizing Communication Using Computer Technology. Mahwah, NJ: Lawrence Erlbaum Associates, 2000.
Fiore MC, Bailey WC, Cohen SJ, et al:Smoking Cessation. Clinical Practice Guideline No. 18, DHHS Publication No. (AHCPR) 96-0692. Rockville, MD: U.S. Department of Health and Human Services, Agency for Health Care Policy and Resarch, 1996.
McGinnis JM, Deering MJ, Patrick K: Public health information and the new media: A view from the public health service. In Harris L (ed),Technologies Transforming Personal and Public Health. Mahwah, NJ: Lawrence Erlbaum, 1995.
Deering MJ, Harris J: Consumer health information demand and delivery: Implications for libraries.Bulletin of the Medical Library Association. 1995,1884(2):209–216.
Koop CE: A personal role in health care reform.American Journal of Public Health. 1995,85(6):759–760.
Skinner CS, Siegfried JC, Kegler MC, Strecher VJ: The potential of computers in patient education.Patient Education and Counseling. 1993,22(1):27–34.
Author information
Authors and Affiliations
Additional information
National Cancer Institute
The authors would like to thank Drs. David Abrams, William Rakowski, Barbara Rimer, Darcell Scharff, and Celette Skinner for their assistance in reviewing earlier drafts of the manuscript.
About this article
Cite this article
Kreuter, M.W., Strecher, V.J. & Glassman, B. One size does not fit all: The case for tailoring print materials. ann. behav. med. 21, 276–283 (1999). https://doi.org/10.1007/BF02895958
Issue Date:
DOI: https://doi.org/10.1007/BF02895958