DECODING COMPLEXITIES IN DESIGNING HEALTH COMMUNICATION: LESSONS FROM FIELD CASE STUDIES

Debjani Roy, Prof. Urmi Nanda Biswas, Dr. Aakash Ganju
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Abstract

Health communication influences the health choices of populations, informs decision makers, and is recognized by the WHO as a “best buy.” The current age is often referred to as a digital age of healthcare and a post-COVID world has accentuated the benefits of digital health because of increased stakeholder awareness and involvement and limited physical access to health setups. This paper aims to understand and evaluate the complexities that arise in the field when designing and delivering mobile-based healthcare interventions by discussing case studies of three programs currently running in India: 1) TAMA/Maitra – an interactive voice response system for people living with HIV/AIDS; 2) mMitra – an automated voice call service for pre- and post-natal women; and 3) Saathealth – a mobile application for sending nutrition messages to families with young children. The paper critically evaluates these programs based on learnings from the field, examines issues that affect program efficacy such as sociodemographic and psychosocial factors, and focuses on the change in perspectives toward health communication in the context of COVID-19. The analysis suggests the importance of self-regulation and self-responsibility as significant contributors to health promotion strategies, indicating possible directions for building a social communication model based on health behavior frameworks.
解读设计卫生传播的复杂性:来自实地案例研究的经验教训
卫生传播影响人口的健康选择,为决策者提供信息,并被世界卫生组织认定为“最合算”。当前的时代通常被称为医疗保健的数字时代,后covid时代强调了数字健康的好处,因为利益相关者的意识和参与程度有所提高,而且前往医疗机构的实际机会有限。本文旨在通过讨论目前在印度运行的三个项目的案例研究,了解和评估在设计和提供基于移动的医疗干预措施时,该领域出现的复杂性:1)TAMA/Maitra——一个针对艾滋病毒/艾滋病患者的交互式语音应答系统;2) mMitra——为产前和产后妇女提供的自动语音呼叫服务;3) Saathealth——一个向有幼儿的家庭发送营养信息的移动应用程序。本文根据实地经验对这些项目进行了批判性评估,研究了影响项目效果的问题,如社会人口统计学和心理社会因素,并重点关注了COVID-19背景下健康传播观点的变化。分析表明,自我调节和自我责任是健康促进战略的重要贡献者,为建立基于健康行为框架的社会沟通模式指明了可能的方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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