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Samenvatting colleges CPT-32306 (Health communcationand innovation)
College 1 : Introduction
Emely de Vet
Health communication:
- ‘Studie en gebruik van communicatie strategieën om de gezondheidsuitkomsten van
een populatie en de kwaliteit van de gezondheidszorg te verbeteren, en health equity
te bereiken.
- Gezondheidscommunicatie zou inclusief en representatief moeten zijn, ook voor
kwetsbare en achtergestelde groepen om gezondheidsverschillen te verkleinen.
o Kwetsbaar Hoger risico voor slechte gezondheid en ontbreken van voldoende
ondersteuning voor positieve uitkomsten.
o Achtergesteld Onvoldoende toegang tot gezondheidszorg en
gemeenschappelijke diensten en infrastructuur of informatie.
Communicatieve
activiteiten/actiegebieden:
- Interpersoonlijke communicatie.
- Massa media and nieuwe media
communicatie.
- Strategisch communicatiebeleid.
- Publieke advocacy.
- Gemeenschap mobilisatie en
betrokkenheid van burgers.
- Professionele medische communicatie.
- Kieskring relaties en strategische
partnerschappen.
College 2 : Mass Media Health Communication
Emely de Vet
- Massa edia: Any type of broadcast, printed or electronic communication medium that
is sent to the population at large.
How can mass media affect health?
- Mass media as unhealthy influence:
o Modelling alcohol, smoking, violence.
1
, o ‘Pornofication’ and music video’s.
o Use of thin models.
o Food advertising.
- Mass media to promote health:
o Modelling healthy behaviors.
o Entertainment education.
o Campaigns to ‘sell’ health.
How effective are mass media campaigns?
- Over het algemeen beperkte directe effecten:
o Meta-analysis of U.S. Health mass media campaigns showed that the average
campaign changed the behavior of about 8% of the population in expected,
positive direction.
- Best results for knowledge outcomes, less for attitudinal outcomes, least for
behavioral outcomes.
What mass media can do:
- Bereiken van brede dekking.
- Overbrengen van eenvoudige informatie.
- Kennis vergroten, maar lastig om vaardigheden aan te leren.
- Impact on behaviors receptive to change.
o Episodich of aan/uit gedrag, in plaats van gewoonte.
o Behaviors that are already performed.
- Put health on the agenda.
And cannot do:
- Change structural, political or economical factors (e.g. services, wealth).
- Change behavior without facilitating factors.
o Important to connect to other interventions, methods and resources.
- Change strong beliefs or attitudes.
Principles for mass media design (Noar, 2006):
1 Conduct formative research (pre-target group). - Research with target audience to understand
Examine evidence base. health promblem and causes before
Consider rationale for campaign. developing a campaign.
- Pre-testing of messages.
- Some pitfalls..
2 Use theory. - For conceptual design.
Framework and foundation to the campaign. - Identifying targets for the campaign.
3 Segment audience. - Divide a population, market or audience into
Identify target group demographics including groups whose members or more like each
social and psychological factors, social other.
marketing strategies. - E.g. demographics, behavior, social or
psychological factors, personality, media
usage, values.
4 Apply message design principles. - Awareness messages (what to do).
Aims/objectives of campaign targeted to - Instruction messages (how to do it).
segment audience. - Persuasive messages (convince why you
Choose novel, creative methods. should do it).
5 Select channels and place messages - Use chosen/appropiate channels from target
strategically. group.
Medium, exposure, duration.
6 Process and outcome evaluation. - Conduct evaluation: process, impact and
Check implementation, exposure, recall and outcome:
effectiveness. Process evaluation: Monitoring and
Match to campaign objectives. collection of data on fidelity and
implementation of campaign activities.
Exposure = reach x frequency.
Outcome evaluation: Impact on e.g.
2
, awareness, knowledge, attitudes,
intentions and behaviors. Weak designs.
4: Apply message design principles: Effective persuasive messages:
- Credible.
- Engaging.
- Personally involving and relevant.
- Understandable.
4: Apply message design principles: Incentive appeals:
- Messages linked desired health behavior to positive incentives (or risky behavior to
negative incentives) are preferred to direct appeals to act in a specified way.
- Incentives can focus on physical health, time/effort, economic, psychological, and
social dimensions.
- Often strong focus on negative (health) effects Fear appeals.
o Fear arousals: Do they work? Fear arousal could motivate, but only with a
mediocre level of anxiety and providing an ‘easy way out’.
4: Apply message design principles: Alternatively:
- Too much emphasis on negative effects on health of risk behavior.
o Messages should stress positive outcomes of behavior change.
o Messages should stress shorter term outcomes.
o Messages should stress other than physical health outcomes alone.
4: Apply message design principles: How to use evidence:
- Presenting evidence is important:
o Highly involved individuals: Cite statistics, provide documentation, include
quotation from experts.
o Less involved individuals: Dramatized case examples, or tesimonials by respected
sources.
- Do not present extreme claims (rare cases, implausibe statistics, dramatic depictions).
Other routes of media influence:
- Indirect influences from mass media health communication:
o Stimulate interpersonal influence attempts.
o Policy makers.
- Utilising the media:
o Media advocacy: ‘Stragetic use of mass media for advancing social or public
policy initiatives’.
o Health in the news.
College 3 : Interpersonal Health Communication
Bob Mulder
Interpersonal health communication:
- person-to-person communication about health and disease, as a key source of social
influence to change health and health behavior.
- The importance of patient-provider communication: Quality of communication is
associated with improved adherence to treatment, chronic disease management,
treatment satisfaction, health and quality of life.
Changing world, growing importance:
1. Epidemiological transition: From infectious/communicable to chronic/degenerative
diseases.
o From plague/tbc/influenza/cholera/typhus to heart disease/diabetes/cander.
o From cure to care.
2. Availability/accessibility of medical information:
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