Health communiication

By :AbrahamTamirat (BSc,MPH)
Health Communication

Objectives
11/23/1511/23/15By:Abraham Tamirat (BSC,MPH)By:Abraham Tamirat (BSC,MPH)22
Define health communication
Identify the components of the communication process
Select the means of communication to reach individuals,
groups/families
List the barrier to effective communication
Identify the qualities of effective communication

Contents
Definition
Components of the Communication Process
Functions, Stages and Types of Communication
Methods and Means of Communication
Communication with Individuals, Groups and Organizations
Communication Barriers
Common Approaches in Communication
Major Qualities of Effective Communicator

–
Communication
44
Definition
a process by which an idea is transferred from a source
to a receiver
with the intent of establishing commonness or to change
behavior.
11/23/1511/23/15By:Abraham Tamirat (BSC,MPH)By:Abraham Tamirat (BSC,MPH)

Definition - Health
communication
55
The art and technique of informing,
influencing, and motivating individual,
institutional, and public audiences about
important health issues.

Relevance to Health Education
66
to mobilize the community, to implement HE programs & to
coordinate with different agencies.
The ultimate goal of all communication is to create
behavioral change.

Principles of communication
77
 Perception
 Sensory involvement
Face to face
 Feedback

Components of communication
Process
88
Sender
Message
Channel
Receiver
Feedback

Communication approaches
Individual
Group
Mass

Methods in Health
communication
Individual approach
 Personal contact
 Home visits
 Personal letters

Methods in Health communication
Group approach
 Lectures
 Demonstration
 Discussion methods
Group discussion,Panel discussion,
Symposium,Workshop, Conference
Seminars, Role play

Methods in Health
communication
Mass approach
 TV, Radio,Newspaper,
 Printed materials, Direct mailing, Posters,
 Exhibition, Museum,
 Folk methods,Inter-net

Behavioral objectives of
communication_ the receiver.
1313
Become aware of a certain idea
Gain adequate knowledge about an idea
Increase motivation to carry out a task
Learn new skill to do something
Change lifestyle to fit into new environment
Maintain changed behavior

Questions about the audience
1414
Educational factors
Socio-cultural factors
Patterns of communication

Questions about the source
1515
Credibility:
Educational status
Position in the society
Membership/closeness
Empathy

Characteristics of a good
advice
1616
 Epidemiogically correct
 Affordable
 Culturally acceptable
 Realistic
Meets a felt need
Easy to understand

Appeal
1717
the way we organize the content of the message to
convince people.

Types of appeals in health
communication
1818
A/ Fear appeal
The message is conveyed to frighten people into action by
emphasizing the serious outcome from not taking action.
Symbols such as dying persons, coffins, grave stones, skulls
may be used.

A/ Fear appeal …
1919
Evidence suggests that mild fear can arouse interest,
create concern & lead to change.
However too much fear can lead to people denying &
rejecting the message.

B/ Humour
2020
The message is conveyed in a funny,amayzing,cumic way
such as cartoon.
 a very good way of attracting interest & attention.
 It can also serve a useful role to lighten the tension when
dealing is serious subjects.
 Enjoyment & entertainment can result in highly effective
remembering and learning.

B/ Humour…
2121
However, humour does not always lead to changes in
beliefs & attitudes.
Humour is also very subjective.
What one person finds funny another person may not.

C. Logical / factual appeal
2222
The massage is conveyed to convince people by giving
facts, figures and information,
e.g. on the causes of the disease.on the causes of the disease.

D/ Emotional appeal
2323
The message is conveying to convince people by
arousing emotions, images & feelings rather than giving
facts & figures,
 e.g. by showing smiling babies, wealthy families with
latrine etc, and associating with FP education.

Logical/factual compared with
emotional appeal
2424
Persons with less education
Many health educators feel factual information allows people
to make informed-decision.
 Be realistic about the limitations of relying on facts to
persuade people.

Types of appeals…
2525
F/ One sided message
 Only presents the advantages of taking action &
 does not mention any possible disadvantages.
G/ Two sided message
Presents both the advantages & disadvantages (pros’ & cons’)
of taking action.

One sided compared with two
sided messages
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2727
H/ Positive appeals
ask people to do something,
 e.g. breast feed your child, use a latrine.
I. Negative appeals
 ask people NOT to do something,
 e.g. do not bottle feed your child, do not defecate in the
bush.

Positive compared with negative
appeals
2828
Negative appeals use terms such as “avoid” or “don’t” to
discourage people from performing harmful behaviors.
 But most health educators agree that it is better to be
positive & promote beneficial behavior.

Models of Communication
2929
1. One-way model
Sender → message → Channel → Receiver.
 Linear type of communication.
 No feedback.
 No opportunity to clear up misunderstanding
 Meaning is controlled by a receiver
 what message
 how much communicated

One-way…
3030
 No input from the receiver
 Motivation of the sender may be personal gain or public
good
 Quick if the message is simple and needs quicker
communication
e.g. date & time of meeting
 may be less effective

3131
Two-way communication
Sender Message Channel Receiver
Feedback

Two-way communication…
3232
Advantages
Suitable for more complex messages
Feedback is added
Allows the sender to find out how much the message is received -
can be monitored
Can be adapted to suit the receiver’s needs
Sender can affect the quality and quantity of the feedback through
the type of question chosen and the way it is asked.

Communication stages
3333
Sender ============>receiver
Reaches senses
⇓
Gains attention
⇓
Message understood
⇓
Acceptance /change
⇓
Behavior change
⇓
Change in health11/23/1511/23/15By:Abraham Tamirat (BSC,MPH)By:Abraham Tamirat (BSC,MPH)

Methods of communication
3434
There are two main groups of methods;
Face-to-face (‘interpersonal’)
Mass media.

Interpersonal methods
3535
 forms of communication involving direct interaction
between the source & receiver.
In most instances the decisive criterion for personal
communication is.
Communication at the same time &
Communication at the same place.

Advantages
3636
1. Dynamic or bi-directional
2. Feed back
3. Multisensory (channel)
4. Useful in all stages of adoption of innovation
5. useful when the topic is taboo or sensitive.
6. Can fit to local needs
7. Can be highly selective

Limitations
3737
Easily distorted – as we mostly rely on word-of-mouth.
Often needs multi-lingual
Needs personal status/ credibility acceptability
Needs professional knowledge & preparation

For effective interpersonal
communication
3838
Exchange of ideas with clients;
 1st
impression lasts long (primacy effect)
Recent information is better memorized(Recency effect)
Learn to observe the person & drive useful information.
perception is highly subjective.
 action speaks more than words.

Mass media
3939
is a means of transmitting messages, on an electronic or
print media, or a large segment of a population.

Advantages
4040
1. They can reach many people quickly.
2. They are accurate and believable
e.g. article on a newspaper, or “voice” of highly respected person.
3. They can provide continuing reminders and reinforcement.
4. Useful to communicate new ideas to early adopters (opinion
leaders).

Limitations
4141
1. One sided/poorly organized
2. Does not differentiate the target
3. Only provides non-specific information

For an effective mass media
communication
4242
The message should be realistic and pre-tested
It has to be followed by individual & group approach for an
effective feedback & in turn for attitudinal & behavioral
change.
A carefully chosen mix of both approaches to exploit their
different advantages.

Barriers to effective
communication
4343
1. Physical
Difficulties in hearing, seeing
In appropriate physical facilities
2. Intellectual
The natural ability, home background, schooling affects the
perception of the receiver for what he sees & hears.
The ability of the facilitator/ education/ instructor.

Barriers…
4444
3. Emotional
Readiness, willingness or eagerness of the receiver
Emotional status of the educator
4. Environmental
Noise, invisibility, congestion

Barriers…
4545
5. Cultural
 Customs, beliefs, religion, attitudes, economic and social class
differences, language variation.
6. Status of the source
7. Inconsistencies between verbal & non- verbal communication

Qualities of communication
4646
The communicator should be knowledgeable, positive
attitude, skilled and have credibility.
The message should be simple (or brief & clear) meaningful,
appropriate, relevant, and timely (SMART).
The channel should be familiar, appropriate, available &
accessible.
 The receiver should also be responsible with proper attitude
to receive the information.

Seven Cs of effective
communication:
1. Command attention
2. Clarify the message
3. Communicate a benefit
4. Be consistent
5. Carter to the heart and head
6. Create trust
7. Call to action

4848
Thank you!

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