One size does not fit all: The case for tailoring print materials

Printed health education materials frequently consist of mass-produced broc hures, booklets, or pamphlets designed for a general population audience. A lthough this one-size-fits-all ap proach might be appropriate under certain circumstances and el en produce small changes at relatively modest costs, it cannot address the unique needs, interests, and concerns of different in dividuals. With the advent and dissemination of new communication technolog ies, our ability to collect information from individuals and provide feedba ck tailored to the specific information collected is not only possible, but practical. The purpose of this article is to: (a) distinguish between tail ored print communication and other common communication-based approaches to health education and behavior change; (b) present a theoretical and public health rationale for tailoring health Information; and (c) describe the st eps involved in creating and delivering tailored print communication progra ms. Studies suggest computer tailoring is a promising strategy for health e ducation and behavior change. Practitioners and researchers should understa nd the approach and consider the possibilities it presents for enhancing th eir work in disease prevention.