Download Effective Public Education

Effective Public
Education
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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
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Patient’s Role
• Must believe “something is wrong”
• Must decide that what is wrong is serious
enough to do something
• Must choose where to seek help
– Self
– PHC center
– Hospital
– Private healer
– Private doctor
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Patient’s Role
• With
prescription,
must decide
whether to buy
medicines
• Must decide
whether to take
some or all
medicines
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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
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Concepts of Disease Etiology
• Different people have different concepts
of disease
• Possible causes could be—
– Bacteria, viruses
– Cold, heat, gas, wind,
– Evil eye, bewitching
– Faith, immorality
– Different foods
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Different Concepts of Cure
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Destroy bacteria
Remove symptoms
Take away visible lesions
Control measured signs, e.g.,
blood pressure
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Different Concepts about the
Value of Drugs
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Mode of administration, e.g. injections
Packaging
Speed of Action
Cost
Taste
Color
Source
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Effect of Promotion and
Marketing on Drug Use
• 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
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Social Marketing Components
4Ps
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Price
Product
Promotion
Place
Design strategies based on target
audience perceptions, wants, and needs
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Health Belief Model
Based on—
• Perceived susceptibility
• Perceived severity
• Perceived benefits
• Perceived barriers
• Self-efficacy
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Global Public Education
Initiatives on Drug Use
• Health education about drugs
becoming more important
• Campaigns in Australia, Bolivia,
Kenya, Malawi, Mynmar, Sudan,
Philippines, and USA
• Many different approaches
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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
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Six Steps Toward 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
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Investigate
• What is already known
• What information is needed
– Target audience characteristics
– Communication networks
– Existing communication resources
• Generate data with both quantitative
and qualitative methods
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Plan
Include—
• Objectives
• Target audience
• Constraints and facilitating factors
• Approaches
• Communication channels including media mix
• Collaborating institutions
• Monitoring and evaluation
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Develop Materials
• Base materials on
formative
research
• Have clear
messages
• Use appropriate
language and
expressions
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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, revise the materials
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Implement
• Prepare all materials
before starting
• Train staff
• Arrange venues,
staff, and materials
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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?
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Activity 1
Designing a Public Education Program
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