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1 Effective Public Education. 2 Effective Public Education: Objectives Understand role of public knowledge, attitudes and practice in use of medicinesUnderstand.

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Presentation on theme: "1 Effective Public Education. 2 Effective Public Education: Objectives Understand role of public knowledge, attitudes and practice in use of medicinesUnderstand."— Presentation transcript:

1 1 Effective Public Education

2 2 Effective Public Education: Objectives Understand role of public knowledge, attitudes and practice in use of medicinesUnderstand role of public knowledge, attitudes and practice in use of medicines Identify major drug use problems in your communityIdentify major drug use problems in your community Identify components of public education programIdentify components of public education program Identify various channels that exist to convey consumer educationIdentify various channels that exist to convey consumer education

3 Effective Public Education3 Patients Role Patient must believe Something is wrongPatient must believe Something is wrong Must decide that what is wrong is serious enough to do somethingMust decide that what is wrong is serious enough to do something Choose where to seek helpChoose where to seek help –Self –PHC center –Hospital –Private healer –Private doctor

4 Effective Public Education4 Patients Role With prescription must decide whether to buy medicinesWith prescription must decide whether to buy medicines Decide whether to take some or all medicinesDecide whether to take some or all medicines

5 Effective Public Education5 Where Do Patients Get 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%

6 Effective Public Education6 Concept of Disease Etiology Different people have different concepts of diseaseDifferent people have different concepts of disease Possible causes could be:Possible causes could be: –Bacteria, viruses –Cold, gas, wind, –Heat, cold –Evil eye, bewitching –Faith, immorality –Different foods

7 Effective Public Education7 Concepts of Cure What is cure?What is cure? –Destroy bacteria –Remove symptoms –Take away visible lesions –Control measured signs e.g. Blood Pressure

8 Effective Public Education8 Concepts about Drugs Patients may value drugs according to:Patients may value drugs according to: –Mode of administration e.g. injections –Packaging –Speed of Action –Cost –Taste –Color –Source

9 Effective Public Education9 Effect of Promotion and Marketing on Use of drugs Direct promotion to consumer of even prescription drugs is commonDirect promotion to consumer of even prescription drugs is common Advertisements usually promote brand names, may be inaccurate or misleadingAdvertisements usually promote brand names, may be inaccurate or misleading Consumers are very sensitive to some advertising messagesConsumers are very sensitive to some advertising messages

10 Effective Public Education10 Social Marketing Components 4Ps PricePrice ProductProduct PromotionPromotion PlacePlace Design strategies based on target audience perceptions wants and needs

11 Effective Public Education11 Health Belief Model Based on: Perceived susceptibilityPerceived susceptibility Perceived severityPerceived severity Perceived benefitsPerceived benefits Perceived barriersPerceived barriers Self-efficacySelf-efficacy

12 Effective Public Education12 Global Public Education Initiatives on Drug Use Health education about drugs becoming more importantHealth education about drugs becoming more important Campaigns in Australia, Bolivia, Kenya, Malawi, Mynmar, Sudan, Philippines & USACampaigns in Australia, Bolivia, Kenya, Malawi, Mynmar, Sudan, Philippines & USA Many different approachesMany different approaches

13 Effective Public Education13 Developing a Public Education Strategy Public education cannot compensate for a poor health systemPublic education cannot compensate for a poor health system Informed consumers can act in their own best interestsInformed consumers can act in their own best interests Changing behavior is not easy and requires understanding of beliefs and knowledge of social and cultural contextChanging behavior is not easy and requires understanding of beliefs and knowledge of social and cultural context

14 Effective Public Education14 Six Steps towards Effective Communication ©1997 Kumarian Press excerpted from Managing Drug Supply, Management Sciences for Health and WHO

15 Effective Public Education15 Developing a Public Education Strategy - Investigate What is already knownWhat is already known What information is neededWhat information is needed –Target audience characteristics –Communication networks –Existing communication resources Generating data use both quantitative and qualitative methodsGenerating data use both quantitative and qualitative methods

16 Effective Public Education16 Developing a Public Education Strategy - Plan 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

17 Effective Public Education17 Developing a Public Education Strategy - Develop Communication Materials Base materials on formative researchBase materials on formative research Have clear messagesHave clear messages Use appropriate language and expressionsUse appropriate language and expressions

18 Effective Public Education18 Developing a Public Education Strategy - Test and Revise Materials Test on target audience representatives to ensure materials are understandable, appropriate and attractiveTest on target audience representatives to ensure materials are understandable, appropriate and attractive Check if people feel that the materials apply to themCheck if people feel that the materials apply to them Is there anything offensive or culturally inappropriate?Is there anything offensive or culturally inappropriate? Based on the test how should the materials be modifiedBased on the test how should the materials be modified

19 Effective Public Education19 Developing a Public Education Strategy - Implementation Prepare all materials before startingPrepare all materials before starting Train staffTrain staff Arrange venues, staff, and materials Arrange venues, staff, and materials

20 Effective Public Education20 Developing a Public Education Strategy - Monitor, Evaluate and Revise Monitor:Monitor: –Are target audiences receiving materials and messages? –Are they learning messages? –Is the program on schedule? –Will any delays affect other activities Evaluate:Evaluate: –Did the program work? –What changes are needed? –What lessons can be learned for future?

21 Effective Public Education21 Activity One Designing a Public Education ProgramDesigning a Public Education Program


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