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Effective Public EducationEffective Public Education

Effective Public Education 2

Effective Public Education:Effective Public Education:ObjectivesObjectives

• Understand role of public knowledge, Understand role of public knowledge, attitudes and practice in use of medicinesattitudes and practice in use of medicines

• Identify major drug use problems in your Identify major drug use problems in your communitycommunity

• Identify components of public education Identify components of public education programprogram

• Identify various channels that exist to Identify various channels that exist to convey consumer educationconvey consumer education

Effective Public Education 3

Patients RolePatients Role

• Patient must believe “Something is wrong”Patient must believe “Something is wrong”• Must decide that what is wrong is serious Must decide that what is wrong is serious

enough to do somethingenough to do something• Choose where to seek helpChoose where to seek help

– SelfSelf– PHC centerPHC center– HospitalHospital– Private healerPrivate healer– Private doctorPrivate doctor

Effective Public Education 4

Patients RolePatients Role

• With prescription With prescription must decide must decide whether to buy whether to buy medicinesmedicines

• Decide whether Decide whether to take some or to take some or all medicinesall medicines

Effective Public Education 5

Where Do Patients Get Where Do Patients Get Medicines?Medicines?

Source: Hardon 1991

MEDICINES(n=1324)

Town

Neighborhood

Hospital 1%

Doctor 7%

Clinics 2% Drugstore 35%

Neighborhood Store 40%

Neighbors and Relative 5%

Household Stocks and Free Clinics 8%

Effective Public Education 6

Concept of Disease EtiologyConcept of Disease Etiology

• Different people have different concepts of Different people have different concepts of diseasedisease

• Possible causes could be:Possible causes could be:– Bacteria, viruses Bacteria, viruses – Cold, gas, wind,Cold, gas, wind,– Heat, coldHeat, cold– Evil eye, bewitchingEvil eye, bewitching– Faith, immoralityFaith, immorality– Different foodsDifferent foods

Effective Public Education 7

Concepts of CureConcepts of Cure

• What is cure?What is cure?–Destroy bacteriaDestroy bacteria

–Remove symptomsRemove symptoms

–Take away visible lesionsTake away visible lesions

–Control measured signs e.g. Blood Control measured signs e.g. Blood PressurePressure

Effective Public Education 8

Concepts about DrugsConcepts about Drugs

• Patients may value drugs according to:Patients may value drugs according to:– Mode of administration e.g. injectionsMode of administration e.g. injections– PackagingPackaging– Speed of ActionSpeed of Action– Cost Cost – TasteTaste– ColorColor– SourceSource

Effective Public Education 9

Effect of Promotion and Effect of Promotion and Marketing on Use of drugsMarketing on Use of drugs

• Direct promotion to consumer of even Direct promotion to consumer of even prescription drugs is commonprescription drugs is common

• Advertisements usually promote brand Advertisements usually promote brand names, may be inaccurate or names, may be inaccurate or misleadingmisleading

• Consumers are very sensitive to some Consumers are very sensitive to some advertising messagesadvertising messages

Effective Public Education 10

Social Marketing Components Social Marketing Components 4P’s4P’s

• PricePrice

• ProductProduct

• PromotionPromotion

• PlacePlace

Design strategies based on target audience perceptions wants and needs

Effective Public Education 11

Health Belief ModelHealth Belief Model

Based on:Based on:

• Perceived susceptibilityPerceived susceptibility

• Perceived severityPerceived severity

• Perceived benefitsPerceived benefits

• Perceived barriersPerceived barriers

• Self-efficacySelf-efficacy

Effective Public Education 12

Global Public Education Global Public Education Initiatives on Drug UseInitiatives on Drug Use

• Health education about drugs Health education about drugs becoming more importantbecoming more important

• Campaigns in Australia, Bolivia, Campaigns in Australia, Bolivia, Kenya, Malawi, Mynmar, Sudan, Kenya, Malawi, Mynmar, Sudan, Philippines & USAPhilippines & USA

• Many different approachesMany different approaches

Effective Public Education 13

Developing a Public Education Developing a Public Education StrategyStrategy

• Public education cannot compensate for Public education cannot compensate for a poor health systema poor health system

• Informed consumers can act in their own Informed consumers can act in their own best interestsbest interests

• Changing behavior is not easy and Changing behavior is not easy and requires understanding of beliefs and requires understanding of beliefs and knowledge of social and cultural contextknowledge of social and cultural context

Effective Public Education 14

Six Steps towards Effective Six Steps towards Effective CommunicationCommunication

Six Steps Toward Effective Communication

Step 1: Investigate Step 2: PlanActivities

Step 3: DevelopMaterials

Step 6 : Evaluate andReassess Activities

Step 5: Implementand Monitor Activities

Step 4 : Test andRevise Materials

©1997 Kumarian Press excerpted from Managing Drug Supply, Management Sciences for Health and WHO

Effective Public Education 15

Developing a Public Education Developing a Public Education Strategy - InvestigateStrategy - Investigate

• What is already knownWhat is already known

• What information is neededWhat information is needed– Target audience characteristicsTarget audience characteristics

– Communication networksCommunication networks

– Existing communication resourcesExisting communication resources

• Generating data use both quantitative Generating data use both quantitative and qualitative methodsand qualitative methods

Effective Public Education 16

Developing a Public Education Developing a Public Education Strategy - PlanStrategy - Plan

Include:Include:• ObjectivesObjectives• Target audienceTarget audience• Constraints and facilitating factorsConstraints and facilitating factors• Approaches to be usedApproaches to be used• Communication channels including media mixCommunication channels including media mix• Collaborating institutionsCollaborating institutions• Monitoring and evaluationMonitoring and evaluation

Effective Public Education 17

Developing a Public Education Developing a Public Education Strategy - Develop Strategy - Develop Communication MaterialsCommunication Materials

• Base materials on Base materials on formative researchformative research

• Have clear Have clear messagesmessages

• Use appropriate Use appropriate language and language and expressionsexpressions

Effective Public Education 18

Developing a Public Education Developing a Public Education Strategy - Test and Revise MaterialsStrategy - Test and Revise Materials

• Test on target audience representatives to Test on target audience representatives to ensure materials are understandable, ensure materials are understandable, appropriate and attractiveappropriate and attractive

• Check if people feel that the materials apply Check if people feel that the materials apply to themto them

• Is there anything offensive or culturally Is there anything offensive or culturally inappropriate?inappropriate?

• Based on the test how should the materials Based on the test how should the materials be modifiedbe modified

Effective Public Education 19

Developing a Public Education Developing a Public Education Strategy - ImplementationStrategy - Implementation

• Prepare all materials Prepare all materials before starting before starting

• Train staffTrain staff

• Arrange venues, staff, Arrange venues, staff, and materials and materials

Effective Public Education 20

Developing a Public Education Developing a Public Education Strategy - Monitor, Evaluate and Strategy - Monitor, Evaluate and ReviseRevise• Monitor:Monitor:

– Are target audiences receiving materials and Are target audiences receiving materials and messages?messages?

– Are they learning messages?Are they learning messages?– Is the program on schedule?Is the program on schedule?– Will any delays affect other activitiesWill any delays affect other activities

• Evaluate:Evaluate:– Did the program work?Did the program work?– What changes are needed?What changes are needed?– What lessons can be learned for future?What lessons can be learned for future?

Effective Public Education 21

Activity OneActivity One

• Designing a Public Education Designing a Public Education ProgramProgram