Tailored health communication in a digital world

Technology has gained an important role in health communication in recent decades. One example is the use of health technology for tailoring, i.e., using adapted, rather than generic, messages based on the receiver’s unique characteristics and preferences. ASCoR researchers have investigated content tailoring, mode tailoring, and message frame tailoring, in the context of multiple topics (e.g., cancer treatment and smoking cessation), applying different methodologies. The results of these studies highlight the potential of tailoring health messages. In particular, tailoring of intervention content and delivery mode seem to be promising approaches to enhance effective health communication. Implications for practice and theory are discussed, as well as future directions, with technological developments high on our health communication research agenda.