Prioritizing Public Health: Building Trust and Healthier Communities 

In the wake of a world reshaped by COVID-19, public health has receded from the limelight, yet its significance remains undiminished. Despite the tireless efforts of practitioners and institutions to address community health needs, trust in these organizations has waned. By prioritizing public health, we can restore trust in the health care sector, improve health outcomes and build more resilient and healthier communities.  

Emerging Public Health Issues

A science and an art, public health is expansive, complex, and it reflects the issues impacting society. The opioid and fentanyl epidemic, the mental health crisis in youth exacerbated by social media and rising suicide rates are some of these key issues. The COVID-19 pandemic highlighted the critical need for pandemic preparedness, particularly given the persistence of influenza viruses like avian flu. Chronic diseases continue to affect communities with new risks and cancer diagnoses are hitting younger populations. Climate change adds another layer of complexity, requiring strategies to address rising global temperatures, protection of vulnerable populations and urban planning to mitigate heat-related illnesses.  

These are just a few of the everyday challenges among individuals and communities that the public health community aims to prevent and treat. However, these efforts need support, and organizations are increasingly recognizing these health impacts and are looking for ways to address them proactively. Finding solutions is even more important in a year where elections around the world are bringing key public health issues to the forefront. It is crucial for these issues to remain top of mind so that policies addressing population health can be prioritized, ensuring continued investment in the public health infrastructure. 

The Value of Investing in Public Health Initiatives

Vast opportunity exists for organizations across the health care sector to invest in public health initiatives.  

• Improving health outcomes. Investing in public health initiatives aligns with the core mission of health care organizations: improving health outcomes. By addressing the root causes of health issues and implementing preventative measures, organizations can enhance the well-being of the communities they serve and their own workforce.  

• Long-term cost savings. While public health initiatives may require upfront investment, they can lead to significant cost savings in the long term. Preventative measures and early interventions can reduce the need for expensive treatments and hospitalizations. Healthier populations place less strain on health care systems, leading to more efficient use of resources and reduced health care costs over time. 

• Enhanced brand reputation. Health care organizations that prioritize public health initiatives demonstrate a commitment to environmental, social and governance (ESG) principles. This focus on ESG not only improves the organization’s reputation but also builds trust with patients and the public. By actively contributing to the well-being of their communities, these organizations position themselves as responsible and ethical leaders in the health care sector. 

Utilize an Evidence-Based Approach to Public Health Issues

An evidence-based approach must be implemented to effectively improve long-term health outcomes. All public health programs and initiatives must be:  

• Grounded in research. Research can range from audience segmentation, identification of trends and patterns and individual or population experiences and attitudes related to certain health topics. Insights can come from anywhere—secondary research, social listening, digital analytics, opinion research, client data and third-party audience data. This ensures a public health approach is grounded in analytics, allowing for routine measurement and adjustment to verify that interventions are effective, targeted, and responsive to community needs based on real-world outcomes. 

• Built through a health equity lens. Addressing health disparities and considering social determinants of health are essential components of public health work. By prioritizing health equity, this focuses on all individuals having fair and just opportunities to achieve their highest level of health.  

• Supported by strong partnerships. Building strong partnerships, not only with the health sector but across diverse and uncommon ground, is crucial to providing comprehensive solutions. For example, our team at APCO includes public health experts that have the capabilities to build strong connections and coalitions. This includes bringing together diverse stakeholders, including government agencies, non-profits, health care providers, community organizations and the private sector.  

• Maximized through a surround sound. A surround sound approach involves deploying integrated campaigns and behavior change initiatives that are grounded in theory. By leveraging a mix of media, community engagement, policy advocacy and educational outreach, we can create an environment where healthy behaviors are promoted and supported, making it easier for individuals to make positive health choices.