Investigating Effective Health Communication Strategies to Enhance Customer Engagement in Preventive Health Behaviors.

This work-in-progress study investigates the role of prevention in the health customer journey, focusing on effective engagement strategies for promoting preventive health behaviors. It examines how health communication strategies, combined with individual factors such as health literacy, motivation, and risk perception, effectively influence individuals' willingness and ability to adopt preventive behaviors. Adopting a multi-method approach, including focus groups and experimental designs, the study aims to provide actionable insights for healthcare professionals, policymakers, and communication strategists. The goal is to offer evidence-based recommendations for improving patient engagement in prevention and designing personalized, effective health communication.