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Effective Public Education
1
Effective Public Education:
Objectives
• Understand role of public knowledge,
attitudes and practice in use of medicines
• Identify major drug use problems in your
community
• Identify components of public education
program
• Identify various channels that exist to
convey consumer education
Effective Public Education
2
Patients Role
• Patient must believe “Something is wrong”
• Must decide that what is wrong is serious
enough to do something
• Choose where to seek help
– Self
– PHC center
– Hospital
– Private healer
– Private doctor
Effective Public Education
3
Patients Role
• With prescription
must decide
whether to buy
medicines
• Decide whether
to take some or
all medicines
Effective Public Education
4
Where Do Patients Get
Medicines?
Town
Clinics 2%
Drugstore 35%
Hospital 1%
Doctor 7%
MEDICINES
(n=1324)
Neighborhood
Store 40%
Neighbors and
Relative 5%
Household Stocks
and Free Clinics 8%
Neighborhood
Source: Hardon 1991
Effective Public Education
5
Concept of Disease Etiology
• Different people have different concepts of
disease
• Possible causes could be:
– Bacteria, viruses
– Cold, gas, wind,
– Heat, cold
– Evil eye, bewitching
– Faith, immorality
– Different foods
Effective Public Education
6
Concepts of Cure
• What is cure?
–Destroy bacteria
–Remove symptoms
–Take away visible lesions
–Control measured signs e.g. Blood
Pressure
Effective Public Education
7
Concepts about Drugs
• Patients may value drugs according to:
– Mode of administration e.g. injections
– Packaging
– Speed of Action
– Cost
– Taste
– Color
– Source
Effective Public Education
8
Effect of Promotion and
Marketing on Use of drugs
• Direct promotion to consumer of even
prescription drugs is common
• Advertisements usually promote brand
names, may be inaccurate or
misleading
• Consumers are very sensitive to some
advertising messages
Effective Public Education
9
Social Marketing Components
4P’s
•
•
•
•
Price
Product
Promotion
Place
Design strategies based on target
audience perceptions wants and needs
Effective Public Education
10
Health Belief Model
Based on:
• Perceived susceptibility
• Perceived severity
• Perceived benefits
• Perceived barriers
• Self-efficacy
Effective Public Education
11
Global Public Education
Initiatives on Drug Use
• Health education about drugs
becoming more important
• Campaigns in Australia, Bolivia,
Kenya, Malawi, Mynmar, Sudan,
Philippines & USA
• Many different approaches
Effective Public Education
12
Developing a Public Education
Strategy
• Public education cannot compensate
for a poor health system
• Informed consumers can act in their
own best interests
• Changing behavior is not easy and
requires understanding of beliefs and
knowledge of social and cultural context
Effective Public Education
13
Six Steps towards Effective
Communication
Six Steps Toward Effective Communication
Step 1: Investigate
Step 2: Plan
Activities
Step 3: Develop
Materials
Step 6 : Evaluate and
Reassess Activities
Step 5: Implement
and Monitor Activities
Step 4 : Test and
Revise Materials
©1997 Kumarian Press excerpted from Managing Drug Supply, Management Sciences for Health and WHO
Effective Public Education
14
Developing a Public Education
Strategy - Investigate
• What is already known
• What information is needed
– Target audience characteristics
– Communication networks
– Existing communication resources
• Generating data use both quantitative
and qualitative methods
Effective Public Education
15
Developing a Public Education
Strategy - Plan
Include:
• Objectives
• Target audience
• Constraints and facilitating factors
• Approaches to be used
• Communication channels including media mix
• Collaborating institutions
• Monitoring and evaluation
Effective Public Education
16
Developing a Public Education
Strategy - Develop
Communication Materials
• Base materials on
formative research
• Have clear
messages
• Use appropriate
language and
expressions
Effective Public Education
17
Developing a Public Education
Strategy - Test and Revise Materials
• Test on target audience representatives to
ensure materials are understandable,
appropriate and attractive
• Check if people feel that the materials apply
to them
• Is there anything offensive or culturally
inappropriate?
• Based on the test how should the materials
be modified
Effective Public Education
18
Developing a Public Education
Strategy - Implementation
• Prepare all materials
before starting
• Train staff
•
Arrange venues, staff,
and materials
Effective Public Education
19
Developing a Public Education
Strategy - Monitor, Evaluate and
Revise
• Monitor:
– Are target audiences receiving materials and
messages?
– Are they learning messages?
– Is the program on schedule?
– Will any delays affect other activities
• Evaluate:
– Did the program work?
– What changes are needed?
– What lessons can be learned for future?
Effective Public Education
20
Activity One
• Designing a Public Education
Program
Effective Public Education
21