1. Health Communication
Dr. Ume Sughra

2. Objectives Students shall be able to comprehend and apply:
Health Communication
7 C’s of effective communication
“P” process

3. Communication It is a requirement for life in any society.
It is the process in which feelings or ideas are expressed as messages: sent, received and comprehended.
The process of communication is dynamic, continuous, irreversible and transactional.

4. Human Communication
Human communication is the process of creating meaning between two or more people.
It is to transfer Ideas, Information, Norms, Values, Attitudes through message to another party so that it can be understood and acted upon.

5. Why do we communicate ? The importance of communication:
To make people understand us and to understand others.
To make us accepted.
To undertake something.
To strengthen the human relationships and social links.
To spread the human spirit of friendship and cooperation.

6. Benefits in the Medical Field
To improve patient compliance
To improve patient satisfaction
To improve health outcomes for patients
To improve the accuracy and efficiency of the consultation and hence is more rewarding for the doctor

8. Elements Of Communication

9. What can hinder communication?
1- At the source or sender level
Does not know or convinced with others
cannot communicate the message.
Does not formulate clearly the objectives or the message.
Does not choose the suitable language of the receptor.
Does not change the tone.
The communicator must be CLEAR:
C: Clarify L: Listen E: Encourage A: Appreciate R: Reassure
Do not give orders.
Do not attack.
Do not be aggressive or ridiculous.

10. 2- At the message level
Difficult words.
Is not of interest to the receiver.
Is not related to the stated objectives.
Unclear, confusing.
3- At the channel level
Noise.
Not adapted to the message transmission.
Not accessible to the receptor.

11. 4- At the receptor level
Indifferent to the message.
Could not decode (understand) the message.
Cannot receive the message.
Poor listening conditions.
5- At the feedback level
Feedback not well prepared.
Limited time.
Selection of those who respond.
Question poorly formulated.

13. Examples of communication skills used in the medical field:
(1) Skills of history taking
Welcome the patient, stand up, shack hands.
Call him/her with his/her name
Asking in voice tone showing your care
Asking one question every time.
Giving open questions.
During the client's answer, help him/her to continue.
Asking the question in different ways to be sure that the client is understanding.

14. (2) Skills of communication in Counseling
Counseling is not guiding, recommending, persuading, instructing and advising.
Counseling is helping one person at one time or several together in a group or family to live in more satisfying and resourceful way
i.e. counseling is helping a person (or a group) to develop self-help and self-care abilities.

15. Importance of Counseling
Counseling is valuable at any age, in health and in illness, whenever adaptation to physical psychological changes is required.
It is helpful to the elderly and their care giver, as well as to children and their parents, to women at all their life stages, e.g. puberty and child bearing, motherhood and menopause.
It is also helpful for women undergoing hysterectomy, mastectomy, or seeking treatment for infertility.

16. Communication for Health
Communication and education are interwoven.
Communication is more than mere exchange of information.
Communication is a two-way process of exchanging or shaping ideas, feelings and information.
The ultimate goal of all communication is to bring about a change in the desired direction of the person who receives the communication.

17. Communication
Communicator: the person or the team give the message (Educator).
Message: the contents (materials) of health education
Channel: method of carrying the message
Audience: the receivers (users or targets) of the message

18. Communication Process
Sender
Message
Channel
Receiver
FEED BACK

20. Good Communication Technique
Source credibility.
Clear message.
Good channel: individual, group & mass education.
Receiver: ready, interested, not occupied.
Feed back.
Observe non-verbal indications(hints)
Active listing.
Establishing good relationship.

21. Counselling Face to face communication “GATHER” APPROACH
G  Greet the client
A  ask needs
T  tell client about merit , demerit, logistics & costs of different methods
H  help client in decision making
E  explain & educate about chosen decision
R  return for follow-up visits

22. Counselling

23. Educator Personnel of health services.
Medical students, nursing & social work.
School personnel.
Community leaders & influentials.
Requirements:
Personality: popular, influential and interested in work.
Efficiency trained and prepared for the job.
Must show good examples.

25. Message What information to be communicated.
Simple, at the level of understanding.
Culturally accepted.
Interested.
Meet a felt need.
Avoid technical jargon.
Use audiovisual aids.

27. Communication Types

28. Communication Types ONE WAY: TWO WAY:
no feed back, imposed information, passive learning, less influence
TWO WAY:
“Socratic method”, Q&A, feed back, democratic, discussions, more influence

29. Communication Types Verbal communication  only talk
Non-verbal communication body movements, postures, facial expressions, touch etc.
Formal communication forms e.g. toys, songs, games etc
Informal communication rigid courses
Visual charts, posters, maps, graphs, pictures, tables
Telecommunication electro-magnetic instruments, over distance e.g. satellite, radio,TV, telephone, telegraph, telex ….“point-to-point”
Internet HTTP, protocols, wireless, fiber optic

30. Practice 1-Individual Face to face Education through spoken word
A- Occasions of health appraisal.
B- Home visits Nurses
Health visitors
Social workers

31. 2-Group
a. Lessons and lectures in schools.
Lectures in work places e.g. factories.
Demonstration and training
3- Mass media.
Broadcasting: radio & TV.
Written word: newspapers, posters, booklets.
Others e.g. theaters

32. Communication Barriers
Physiological
Difficulties in hearing, expression
Psychological
Emotional disturbance
Environmental
Noise, invisibility
Cultural
Knowledge, custom, believe, religion

33. Communication Barriers
Social and cultural gap between the sender and the receiver
Limited receptiveness of receiver
Negative attitude (BIAS)of the sender
Limited understanding and memory
Insufficient emphasis by the sender (health professional)
Contradictory messages
Health education without identifying the “needs "of the community

38. 7 C’s of Effective Communication

39. 7 C’s of Effective Communication

40. 1. Completeness
The message must be complete. It should convey all the facts required by the audience. The sender of the message must take into consideration the receiver and should communicate all the facts and figures related to the message.

41. 2. Conciseness
Conciseness means communicating what you want to convey in least possible words. Conciseness is a necessity for effective communication. Concise communication has following features:
It is both time-saving as well as cost-saving.
It underlines and highlights the main message.
Concise communication provides short and essential message in limited words to the audience.
Concise message is more appealing and comprehensible to the audience.

42. 3. Consideration
Consideration implies “stepping into the shoes of others”.
Effective communication must take the audience into consideration, i.e, the audience’s view points, background, mind-set, education level, etc.
Make an attempt to envisage your audience, their requirements, emotions as well as problems.
Ensure that the self-respect of the audience is maintained and their emotions are not at harm.

43. 4. Clarity
Clarity implies emphasizing on a specific message or goal at a time, rather than trying to achieve too much at once. Clarity in communication has following features:
It makes understanding easier.
Complete clarity of thoughts and ideas enhances the meaning of message.
Clear message makes use of exact, appropriate and concrete words

44. 5. Concreteness
Concrete communication implies being particular and clear rather than fuzzy and general. Concreteness strengthens the confidence. Concrete message has following features:
It is supported with specific facts and figures.
It makes use of words that are clear and that build the reputation.
Concrete messages are not misinterpreted

45. 6. Courtesy
Courtesy in message implies the message should show the sender’s expression as well as should respect the receiver.
The sender of the message should be sincerely polite, judicious, reflective and enthusiastic. Courteous message has following features:
Courtesy implies taking into consideration both viewpoints as well as feelings of the receiver of the message.
Courteous message is positive and focused at the audience.
It makes use of terms showing respect for the receiver of message.
It is not at all biased

46. 7. Correctness The message is exact, correct and well- timed.
Correctness in communication implies that there are no grammatical errors in communication. Correct communication has following features:
The message is exact, correct and well- timed.
If the communication is correct, it boosts up the confidence level.
Correct message has greater impact on the audience/ readers.
It checks for the precision and accurateness of facts and figures used in the message.
It makes use of appropriate and correct language in the message.

47. ‘P’ Process

48. P Process It is a strategic communication process
Step-by-step framework
Road map leading to strategic and participatory programs

49. ‘P’ Process

50. The P - Process Step 1 Analysis Step 2 Strategic Design
Step 3 Development & Testing
Step 4 Implementation & Monitoring
Step 5 Evaluation & Replanning

51. Cross-Cutting: Participation & Capacity Strengthening
A strong communication program should fully engage multiple stakeholders at the national, district, and community level.
Capacity Strengthening:
A successful plan always considers ways to build capacity at the institutional and community level.

52. Step 1: Analysis Where are we now? Using a tobacco control lens
Health priorities
Culture-social norms
People
Policies
Existing programs
Local organizations
Communication channels

53. What Is Analysis? Analysis is a process to: Three areas of analysis
Examine the environment in which you will operate
Determine the problems, their severity, and causes
Identify factors inhibiting or facilitating desired changes
Three areas of analysis
Context
Programs
Audience

54. 1. Context Country-level trends and demographics
Smoking prevalence and habits
Tobacco influence (economics, politics)
Legal framework (FCTC-ratified?—etc.)

55. 2. Programs Existing tobacco control programs
Partners or potential partners
Gaps in current program environment that need to be filled
Funding

56. 3. Audience Knowledge, attitudes, and behaviors of key audiences
Policymakers, smokers
Men/women/youth, nonsmokers exposed to environmental smoke, youth
Determine states of readiness
Not thinking of it
Thinking but not acting
Taking smoking outside
Actively trying to quit
Advocating for others to quit

57. Step 2: Strategic Design
What do we want to do?
Guides objectives, concepts, audiences, execution, evaluation

58. Strategic Design Strategic design is a process to determine:
Where are we now (analysis)
Where we want to be (objectives)
How we’ll get there (strategies)
What we’ll do (tactics)
Resources to employ (budgets, people, partners)
Output is a plan to guide implementation

59. Objectives Objectives should be SMART
Specific
Measurable
Appropriate
Realistic
Time bound
A SMART objective: to increase the percentage of Jordanian homes that are smoke-free by 10 percentage points by 2009

60. Strategies What steps will you take to accomplish your objectives?
Identify audiences
Develop a strategy brief detailing campaigns (tactics)
Draw up an implementation plan
Develop a monitoring and evaluation plan

61. Identify Audiences Legislators, policy makers, political leaders
Smokers (men, women, youth)
Non-smokers
Health professionals, teachers, intermediaries
Media professionals, journalists

62. Identify Audiences Determine objectives for each audience segment
Determine the “overall strategic approach” for achieving objectives with each segment
Determine relationships across audience segments and how approaches are best aligned

63. Draw up an Implementation Plan
The implementation plan details how the work will get done and may include:
Specific details on what will be done, when, by whom
Gantt charts, which illustrate both phasing of campaign elements and key stages/milestones in development and implementation
Individual “strategy briefs” for specific communication campaign elements

64. Develop a Strategy Brief
You can develop:
A strategy brief for the larger campaign
A separate strategy brief for each element of the larger campaign
A strategy brief is brief!
Develop an outline using short statements

65. Develop a Strategy Brief
The strategy brief for each campaign component outlines:
The specific campaign element (TV ad, billboard, formal presentation)
Primary audience
Communication objective
Key promise and benefit (main message)
Supporting statements (reinforcing copy points)
Desired action response
Additional requirements
Executional considerations

66. Develop a Strategy Brief
Activities and channels to consider
Advocacy
Advertising
Entertainment-education programs
Community mobilization
Interpersonal communication/counseling

67. Develop a Monitoring and Evaluation Plan
Budget, people, partners
Be sure to include resources for analysis, testing of materials, and evaluation
Be aware that partnerships with media and others can help reduce some costs

68. The Communication Strategy Plan
The communication strategy plan should be:
Formal—but not final
Reviewed and used—all the time
Flexible—for change due to:
Budgets, environment, audiences, opportunities, and counter-moves by the tobacco industry

69. Strategic Design: Recap
A good communication strategy includes:
Understanding the problem (analysis)
Communication objectives
Target audiences and audience segmentation
Objectives for each audience/segment
Overarching strategies and why they’ll work
Campaign elements and how they fit together

70. Strategic Design: Recap
A good communication strategy includes:
Implementation plan
How will the campaign work
What will be done
When will it be done
Who will do it
How will it be phased, placed, orchestrated, and managed
Monitoring and evaluation
How to measure impact (process/outcome)
Budget
Less is more

72. Social Marketing

73. Social Marketing
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good

74. Social Marketing
Social marketing is the use of marketing principles & techniques to develop & promote socially beneficial programs, behaviors, & other products.
In public health, social marketing has shown great promise as a strategic planning process for developing behavior change interventions and improving service delivery.

75. Distinctive Features Data-driven strategic planning process
Relience on marketing’s conceptual framework  Voluntary Behavior Change
Commitment to create satisfying exchanges
Use of marketing mix to design interventions
Segmentation of the target populations
Data-based consumer orientation

76. The primary aim of 'social marketing' is 'social good', while in 'commercial marketing' the aim is
primarily 'financial'. This does not mean that commercial marketers can not contribute to achievement of social good.
Increasingly, social marketing is being described as having 'two parents' - a 'social parent' = social sciences and social policy, and a 'marketing parent' = commercial and public sector marketing approaches

78. “If we want things to stay as they are, things will have to change”
Guiseppe di Lampedusa (1957)

79. Health Social marketing must not be confused with Social media marketing

80. Steps In The Social Marketing Process
Audience analysis: Cause s & audience affected, formative research  to understand issue from the consumers’ viewpoint
Strategy development: Research findings  marketing decision, blueprint, plan to guide program development, identifies target audience, partners to support, core product to offer, strategies to lower costs
Program development: Interventions are developed, prototype materials, training & promotional activities
Program implementation
Program monitoring and evaluation: All aspects of program interventions are monitored to identify unforeseen problems that may require midcourse revisions to improve their effectiveness.

81. Applications Family planning Breastfeeding
Increase fruit and vegetable consumption
Physical activity
Immunization
Environmental protection
Variety of safety practices & healthy behaviors

85. Applications SMART (Social Marketing and Assessment Response Tool).
Health promotion campaigns in the late 1980s began applying social marketing in practice
AIDS controlling programmes are largely using social marketing and social workers are largely working for it.
Most of the social workers are professionally trained for this particular task
SMARTER OBJECTIVES:
Specific, Measurable, Attainable, Relevant and Time-sensitive with the addition of the words Evaluate and Reevaluate 

86. SMART & SMARTER SMART (Social Marketing and Assessment Response Tool).
SMARTER OBJECTIVES:
Specific, Measurable, Attainable, Relevan t and Time-sensitive with the addition of the words Evaluate and Reevaluate 

91. The planning process takes this consumer focus into account by addressing the elements of the "marketing mix.“
As an example, the marketing mix strategy for a breast cancer screening campaign for older women might include the following elements:
The product could be any of these three behaviors: getting an annual mammogram, seeing a physician each year for a breast exam and performing monthly breast self-exams.
The price of engaging in these behaviors includes the monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.

98. Eight Essential Components Of Social Marketing
A consumer orientation to realize organizational (social) goals
An emphasis on the voluntary exchanges of goods and services between providers and consumers
Research in audience analysis and segmentation strategies
The use of formative research in product and message design and the pretesting of these materials

99. Eight Essential Components Of Social Marketing
An analysis of distribution (or communication) channels
Use of the marketing mix - utilizing and blending product, price, place and promotion characteristics in intervention planning and implementation
A process tracking system with both integrative and control functions
A management process that involves problem analysis, planning, implementation and feedback functions

103. THINK POSITIVE

104. THINK BIG

105. THINK DIFFERENT