From Awareness to Action: Strategic Communication for Customer Engagement in Prevention

This work-in-progress study explores the role of prevention within the health customer journey, with a particular focus on the effectiveness of engagement strategies in promoting preventive health behaviors. Specifically, it investigates how health communication strategies and associated factors positively or negatively influence individuals’ willingness and ability to adopt preventive practices. Employing a mixed-method approach—combining qualitative focus group analysis with experimental designs—the study aims to generate actionable insights for healthcare professionals, policymakers, and communication strategists. The ultimate goal is to provide evidence-based recommendations to enhance patient engagement in prevention and to inform the development of personalized, effective, and culturally sensitive health communication interventions.