The techniques that make health messages more effective—personalization, customization, targeted delivery—are the same tools driving the spread of inaccurate health claims at scale. Dr. Matthew Kreuter, WashU’s Kahn Family Professor of Public Health and founding director of the Health Communication Research Laboratory, is an expert on effective and equity-oriented health communications and has been thinking about these issues for decades.
In this episode, Salma and Dr. Kreuter trace the evolution from pamphlet racks to algorithm feeds. They discuss why well-intentioned public health messaging can backfire and highlight the importance of listening. They explore why certain terms have become counterproductive, the costs of communicating false certainty, and why public health can’t message its way out of complex problems.
Tune in for a candid discussion about the double-edged nature of communication in the algorithm age, and why the future of health communication may depend less on what we say than on how well we listen.
Useful resources:
- Kreuter MW, Farrell DW, Olevitch LR, Brennan LK. Tailoring Health Messages. 0 ed. Routledge; 2013. doi:4324/9781315045382
- Johnson KJ, Weng O, Kinzer H, et al. iHeard STL: Development and first year findings from a local surveillance and rapid response system for addressing COVID-19 and other health misinformation. Dinga JN, ed. PLoS ONE. 2023;18(11):e0293288. doi:1371/journal.pone.0293288
- Schneider T. Rich trove of data on social needs waits to be tapped. WashU Public Health. August 12, 2025. https://schoolofpublichealth.washu.edu/rich-trove-of-data-on-social-needs-waits-to-be-tapped/
- Health Communication Research Laboratory. iHeard St. Louis. https://stl.iheard.org
- Health Communication Research Laboratory. 211 counts. https://211counts.org/home/index
- Williams D. What is misinformation, anyway? Conspicuous Cognition. December 1, 2024. https://substack.com/@conspicuouscognition/p-151889774
Host: Dr. Salma Abdalla Editors: Catalina Melendez Contreras and Zachary Linhares Marketing: Kinkini Bhaduri Music: Eden Avery / Melting Glass from Epidemic Sound https://www.epidemicsound.com/track/2fqOXWpHab/
The views and opinions expressed by the guest in this episode do not necessarily reflect those of their institution, the funders, or the podcast team.
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