SCIENCE AND HEALTH COMMUNICATION PRELIM.pptx
- 2. WHAT IS COMMUNICATION? • An understanding of health communication theory and practice requires reflection on the literal meaning of the word communication. • Communication is defined in this way: • “1. Exchange of information, between individuals, for example, by means of speaking, writing, or using a common system of signs and behaviors; • 2. Message—a spoken or written message; • 3. Act of communicating; • 4. Rapport—a sense of mutual understanding and sympathy; • 5. Access—a means of access or communication, for example, a connecting door” (Encarta Dictionary: English, North America). •
- 3. HEALTH COMMUNICATION DEFINED • The Centers for Disease Control and Prevention (CDC) define health communication as “the study and use of communication strategies to inform and influence individual and community decisions that enhance health”.
- 4. KEY CHARACTERISTICS OF HEALTH COMMUNICATION • Audience-centered • Research-based • Multidisciplinary • Strategic • Process oriented • Cost-effective • Creative in support of strategy • Audience and media specific • Relationship building Aimed at behavioral or social change
- 5. THE ROLE OF HEALTH COMMUNICATION IN THE MARKETING MIX • Health communication strategies are extensively used in the commercial and nonprofit sectors to support and motivate behavioral change, product adoption, or the endorsement of a health issue or cause. In the private sector, health communication strategies are primarily used in a marketing context. Still, many of the other behavioral and social constructs of health communication—and definitely all of these models and tools that position the audience at the center of any intervention—are considered and used at least at an empirical level.
- 6. • Many in the private sector regard health communication as a critical component of the marketing mix, which is traditionally defined by the key four Ps of social marketing: product, price, place, and promotion— in other words, “developing, delivering, and promoting a superior offer” (Maibach, 2003).
- 7. SCOPE OF HEALTH COMMUNICATION IN PUBLIC HEALTH • Includes disease prevention, • Health promotion, • Health care policy, • Business of health care • Enhancement of the quality of life and health of individuals within the community
- 10. KEY THEORETICAL INFLUENCES IN HEALTH COMMUNICATION • Diffusion of Innovation Theory • Social Cognitive Theory • Theory of Reasoned Action • Ideation • Convergence Theory • Communication for Persuasion Theory
- 11. CURRENT ISSUES AND TOPICS IN HEALTH CARE: IMPLICATIONS FOR HEALTH COMMUNICATION • Health Disparities • Patient Empowerment • Limits of Preventive Medicine and Habits • The Emergence of E-Health • Low Health Literacy
- 12. ANY QUESTIONS?