LU 1 - Health Communication Flashcards
Define Health Communication.
Health communication is an evolving and prominent field in both public health and nonprofit and commercial sectors.
The role of health communication is that it influences and supports individuals, communities, health care professionals, policy makers, or special groups to adopt and sustain a behavioral practice or a social or policy change that will improve health outcomes.
Understanding HC can help identify early on the training needs of staff and others. It will help create the organizational mind set and capability that should lead to a successful use of communication approaches to reach audience specific goals.
HC is based on the word communication. Communication is the 1. Exchange of information between individuals (writing, speaking, signs or behaviors) 2. Message (spoken or written) 3. Act of communicating 4. Rapport (mutual understanding and sympathy) 5. Access (means of access or communication).
HC is based on two-way exchange of information that uses a common system of signs and behaviors. It should be accessible and create mutual feelings of understanding and sympathy among members and intended audience. Communication channels is the path used to reach the intended audience.
HC key objective is to influence individuals and communities. The aim is to improve health outcomes by sharing health related information.
Definition HC: the study and use of communication strategies to inform and influence individual and community decisions that enhance health.
Role of communication is to create a receptive and favorable environment in which information can be shared, understood, absorbed and discussed by the programs intended audiences. This requires In depth understanding of the needs, beliefs, taboos, attitudes, lifestyle and social norms of all key audiences. It demands that communication is based on messages that are easily understood.
Understanding the context is interdependent with becoming familiar with target audiences. This increases the likelihood that all meanings are shared and understood in the way it was intended. HC. Is a long term strategic process, it requires a true understanding of target audience as well as the communicators willingness and ability to adapt and redefine goals, strategies and activities based on audience feedback.
HC definition: HC is a multifaceted and multidisciplinary approach to reach different audience and share health related information with the goal of influencing, engaging and supporting individuals, communities, health professionals, special groups, policy makers and the public to champion, introduce, adopt, or sustain a behavior, practice, or policy that will ultimately improve health outcomes.
Explain health care in the twenty first century
HC is about improving health outcomes by encouraging behavior modification and social change. It is increasingly considered an integral part of most public health interventions. It is a comprehensive approach that relies on the full understanding and involvement of its target audience.
HC and its theoretical basis have evolved and changed in the past 50 years. With increasing frequency, it is considered the avant-garde in suggesting and integrating new theoretical approaches and practices. Communicators are no longer viewed as those who write press releases and other media related communications, but as fundamental members of the public health or health industry teams. Communication is no longer considered a skill but a science based discipline that requires training and passion and relies on the use of different vehicles.
In the past practitioners were trained on the job. People from different fields entered or were brought into HC programs to meet the need for professional human resources. By performing their job and working in teams, they learned how to adapt their skills to the new field and were taught by other practitioners.
In the mid 90’s, and in the response to an increasing demand, several schools started their own curricular programs. This helped bring more attention from the academic world to the emerging field. HC publications increased and the field moved from in service training to preserve evidence education.
As a result there is an increasing understanding that the level of technical competence of communication practitioners can affect outcomes. A structured approach to HC planning, a spotless program execution and a rigorous evaluation process are the result of adequate training. The learning process is a lifetime endeavor, with continuous development of new training initiatives and tools. Training may start in the academic setting but should be influenced and completed by practical experience.
HC can reach its highest potential when discussed and applied in a team orientated context. Teamwork and mutual agreement on the intervention ultimate objectives and expected results are key to the successful design, implementation and impact of any program.
HC is an evolving discipline and should always seek to incorporate lessons learned as well to use a multidisciplinary approach to all interventions.
List the 10 key elements of HC
Audience-centered Research-based Multidisciplinary Strategic Process orientated Cost-effective Creative in support of strategy Audience and media specific Relationship building Aimed at behavioral or social change.
Explain HC element audience centered
HC is a long term process that begins and ends with the audiences desires and needs. Th audience is not merely a target but an active participant in the process of analyzing the health issue and finding culturally appropriate and cost effective solutions. It is a common practice in HC not only to research intended audience but to strive to engage them in defining and implementing key strategies and activities. This is often accomplished by working together.
EG if an HC program aims to reach Brest cancer survivors, all its strategies and key elements should be designed, discussed, tested and implemented together with everyone.
These audiences need to feel invested and well represented. They should be the key protagonist of the action orientated process that will lead to behavior or social change.
Explain HC element Research based
HC is grounded in research. Successful HC programs are based on a true understanding not only of the intended audience but also the situational environment. This includes existing programs and lessons learned, policies, social norms, key issues and obstacles in addressing the health problem.
The overall premise of HC is that behavioral change is conditioned by the environment in which people live, as well as those who influence them. Creating a receptive environment in which target audience can discuss the health issue and be supported in its intention to change key influentials is often on of the aims of HC programs. This requires a comprehensive research approach that relies primarily on traditional research techniques for the formal development of a situational analysis and audience profile. Situational analysis and audience profile are fundamental and interrelated steps of HC planning.
Explain the HC element multidisciplinary
HC is a transdisciplinary in nature and draws on multiple disciplines. HC recognizes the complexity of attaining behavioral and social changes and uses a multifaceted approach that is grounded in the application of several theoretical frameworks and disciplines, including health education, social marketing and behavioral and social change theories.
It draws on principles successfully used in the private and commercial sectors and also on the audience centered approach. It is not anchored to a single theory . With the audience always at the core of each intervention it uses case by case approach in selecting models, theories, and strategies best suited to reach people’s hearts, secure their involvement and solutions and support and facilitate their journey on a path to better health.
Four eras:
>the clinic era - based on medical care model and notion that if people knew were services were located they would find a way to the clinics
> The field era- a more proactive approach emphasizing outreach workers, community based distribution and variety of information, education and communication
> The social marketing era- developed from the commercial concept that consumers will buy the product they want at subsidized prices.
> Today- era of strategic behavior communications, founded on behavioral science models that emphasize the need to influence social norms and policy environments to facilitate and empower the iterative and dynamic process of both individual and social change.
Many of the theoretical approaches of different eras still find a use in program planning or execution. Theoretical flexibility should keep communications focused on their audiences and always on the lookout for the best approach and planning framework to influence people’s core beliefs and behaviors and engage them in the communication process. It also enables the overall communication process to be truly fluid and suited to respond to audience needs.
Selecting and planning frameworks can help communicators identify the social science theories most appropriate for understanding the problem and situation.
The goal is not to advocate for lack of theoretical structure in communication planning and execution.
Planning frameworks, models and theories should be consistent at least until preliminary steps of the evaluation phases of the program is completed. This allows communicators to take advantage of lessons learned and redefine theoretical constructs and communication objectives by comparing program outcomes, which measure changes in knowledge, attitudes, skills, behavior, etc.
the ability to draw on multiple disciplines and theoretical constructs is a definitive advantage of the health communication approach and one of the key to the success of a well planned and well executed communication program.
Explain the HC element strategic
HC programs need to display a sound strategy and plan of action. All activities need to be well planned and respond to a specific audience related need.
Eg of Bonnie and her immunization
Communication strategies need to be research based and all activities should serve such strategies. Therefore program planners should not rely on any workshop, press release, brochure etc. to provide effective communication without making sure that the content and format refit the selected approach and is a priority in reaching the audiences heart. HC strategies need to respond to an actual need that has been identified by preliminary research and confirmed by the intended audience.
Explain the HC element process oriented
Communication is a long term process. Influencing people and their behaviors requires an ongoing commitment the the health issue and its solution. This su rooted in a deep understanding of target audiences and their environments and aims at building consensus among audience members about the potential plan of action.
Most HC programs evolve or change from what the experts have originally devised due to input and participation of key opinion leaders, patient groups, professionals etc.
In HC, educating target audiences about health issues and ways to address them is only the first step of a long term, audience centered process. This process often requires theoretical flexibility to accommodate the needs of interested groups and audiences.
HC is often misunderstood. HC uses multiple channels and approaches which include but are not limited to the use of mass media. HC aims at improving health outcomes and in the process help advance public health goals or create market share. HC cannot focus only on channels, messages and tools, it also should be process orientated and attempt to persuade, involve and create consensus and feelings of ownership among intended audiences.
HC is a process for partnerships and participation that is based on two way dialogue, where there is an interactive interchange of information, ideas, techniques and knowledge between senders and receivers of information on an equal footing, leading to improved understanding, shared knowledge, greater consensus, and identification of possible effective action. Communication for development often needs to reply on creative solutions that compensate for the lack of local capabilities and infrastructure. These solutions usually emerge after months of discussion. Word of mouth and ability of the community leaders to engage members of their communities is often all that communicators have at hand.
Eg malaria
Community leaders may need to change the habits which requires a long term commitment. Such effort demands the involvement of local organizations and authorities who are respected and trysted as well as an open mind in listening to suggests. And seeking solutions.
Explain the HC element cost effective
It’s important in the competitive working environment of nonprofit organizations, where there is a lack of sufficient funds or adequate economic planning.
It implies the need to seek solutions that allow communicators to advance their goals with minimal use of human and economic resources. Concerns related to cost effectiveness should never prompt a significant reduction of the programs objectives unless resources are not adequate to support all of them. Communicators should use their funds as long as they are well spent and advance their research based strategy. They should also seek creative solution spa that minimize the use of internal funds and human resources by seeking partnerships, using existing materials or programs as a starting point, and maximizing synergies with the work of other departments.
Explain the HC element creative in support of strategy
Creativity is a significant attribute of communicators since it allows them to consider multiple options, formats and channels to reach target audiences. It also helps them devise solutions that preserve the sustainability and cost effectiveness of specific health interventions. However even the greatest ideas or the best design and executed communication tools may fail to achieve behavioral and social change goals if they do not respond to a strategic need identified.
Eg sending out brochures for malaria nets but people think it’s contracted by dirty water.
The communicators creativity should come into play by devising the most suitable and culturally friendly tools to engage intended groups in the process of changing their behaviors, beliefs and attitudes towards the disease and its prevention. However, creativity should never be used to develop and implement great, sensational, or innovative ideas that do not respond to actual need and strategic priorities.
Explain the HC element audience and media specific.
The most importance of audience specific messages and channels became one of the most important lessons learned.
Eg anthrax bio terrorist
Messages need to be audience specific and tailored to channels allowing the most effective reach to target audience. Since it is very likely that communication efforts always aim at producing multiple audience appropriate behaviors, the one message one behavior approach should be avoided even when time and resources are lacking. The contribution of local advocates and community representatives is fundamental to increase the likelihood that the messages will be heard, understood and trusted by the target audience.
Explain the HC element relationship building
Communication is a relationship business. Establishing and preserving good relationships is critical to the success of a HC intervention and can help build long term and successful partnerships and coalitions, secure credible stakeholder endorsement of the health issue and expand the pool of ambassadors.
Good relationships help create environment of shared meanings and understandings that is central to seeking social or behavioral change. Good relationships should be established with key stakeholders and representatives of target audiences, health organizations, governments etc.
Explain the HC element aimed at behavioral and social change
Today we are in th era or strategies behavior communications. Although the ultimate goal of HC has always been influencing behaviors and social norms, there is a renewed emphasis on the importance of establishing behavioral and social objectives early in the design of the intervention.
What to you want people to do? - is the first question that should be asked in the communication planning meetings. The first step in identifying suitably and researched based objectives of a communication program. Although different theories support the importance of behavioral or social change as key indicators for success, these two pare enters are actually interconnected. In fact social change typically takes place as the result of a series of behavioral changes at the individual, group or community level.
Explain the role of health communication in the marketing mix
HC strategies are extensively used in the commercials and nonprofit sectors to support and motivate behavioral change, product adapt meant or the endorsement of a health issue or cause.
In the private sector, HC strategies are primarily used in a marketing context. Many behavioral and social constructs of HC are considered and used at least at a empirical level.
Many in the private sector regard HC as a critical component of the marketing mix.
When looking at HC environment where change should occur it becomes clear that effective communication can be a powerful tool in seeking to influence all of the factors. Regardless of were these factors are related to the audience, health behavior, product, service, social, or political environment, all of them are interconnected and can mutually affect each other.
HC interventions can tip the existing balance among these factors and can change the weight they may have in defining a specific health issue and its solution.
Explain the role of health communication in the marketing mix
HC strategies are extensively used in the commercials and nonprofit sectors to support and motivate behavioral change, product adapt meant or the endorsement of a health issue or cause.
In the private sector, HC strategies are primarily used in a marketing context. Many behavioral and social constructs of HC are considered and used at least at a empirical level.
Many in the private sector regard HC as a critical component of the marketing mix.
When looking at HC environment where change should occur it becomes clear that effective communication can be a powerful tool in seeking to influence all of the factors. Regardless of were these factors are related to the audience, health behavior, product, service, social, or political environment, all of them are interconnected and can mutually affect each other.
HC interventions can tip the existing balance among these factors and can change the weight they may have in defining a specific health issue and its solution.
