Your Health
Capstone Team: Eric Geers, Sarah Lieff, and Amy Meador
Community Partners: Julea Steiner, MPH; Adam Goldstein, MD, MPH
Faculty Advisor: Wizdom Powell, PhD
Title: Your Health Radio Show: Evaluation and Social Media Recommendations
Abstract: Purpose and Background “Your Health” is an hour-long radio talk show hosted by two
practicing family physicians and produced by the University of North Carolina at Chapel Hill’s
(UNC) Department of Family Medicine. The show addresses multiple health topics and aims to
provide useful, timely, and engaging health information to diverse populations across North
Carolina, to promote greater public access to health experts, research, and resources, and to
empower individuals to improve their health and advocacy skills. It broadcasts to an estimated
30,000 listeners, assumed to be aged 45 years or more, home owning, educated, health-
conscious, and high-income, primarily in Orange and Durham counties. The Capstone team
aimed to understand the characteristics and needs of current listeners, to understand the
strengths and weaknesses of the current show content and to devise a strategy to increase the
utilization of social media. The Capstone team used a mixed methods approach, guided by
Diffusion of Innovation Theory and the Social Feedback Cycle, that combined primary
qualitative and quantitative data with existing research. KeyFindings “Your Health” hosts’ have
demonstrated continued improvement in their ability to present a wide variety of health topics
in an engaging and understandable manner. Strengths of the show include the strong perceived
credibility of the two practicing family physicians as hosts. However, elements of the
presentation of material, such as vocal hesitations, the limited preparation of guests and the
use of medical terms, limit the clarity of the discussion and listener confidence in the speaker.
While the internet is an important source of health information for listeners, their primary
interest in “Your Health” media remains with the radio show. Still, some listeners might be
interested in using the internet to learn more about a particular health topic or specialty guest,
or to talk directly with the hosts. It will be important to develop creative ways to integrate
references to “Your Health” social media content into the radio show. “Your Health’s” social
media platform must be developed as part of a broader communication strategy.
Implications The Capstone team faced a significant challenge early in the project with limited
response rates for both the individual interviews and the online survey. Despite these
limitations, this project has had a large impact on “Your Health,” and will continue to impact
the show. The organization gained a better understanding of listeners’ characteristics,
perceptions, and needs and is better able to tailor information and provide information through
listeners’ preferred channels. “Your Health” will also be able to capitalize on their strengths and
work on their weaknesses in a targeted manner. Furthermore, through this evaluation, “Your
Health” gained Information that will be used in grant applications to secure future funding and
ensure sustainability. Lastly, the Capstone team’s strategic social media plan will aid “Your
Health” in expanding their social media platform to capture a larger group of listeners and new
audience segments.