The role of Information design in reducing dependence on health services

The dependence and passivity on health services is due to the hegemonic model that stills prevail, inadequate literacy levels of the population, the construction of health messages based on assumptions, lack of interaction context between users and health providers, and despite existing government programs and measures related to changing health services from a model that reacts instead of prevent, people still see health care services as a consumption model instead of a way of life or a purpose. In order to change this situation (reduce people’s dependence on health care services and health care providers) it is necessary, among others things, to delivery health information to people outside the usual places like hospitals, health centers, pharmacy and others, to everyday life and routines, contributing to autonomy and behavior change. In health, knowledge is latent in users, dormant and suppressed by the traditional service delivery approach, in which professionals are still largely in control.The surplus of information doesn´t mean more knowledge. To make knowledge useful and effective, it is necessary for citizens to identify themselves with the information and be concerned about the topic, but often they avoid or reject it, mainly due three main reasons: it may require a change of belief, it may demande an unwanted action, and lastly because the information can cause unpleasant emotions or diminish pleasant emotions.The information must affirm the identity of the individual and the society in which he is included and not jeopardize values and principles, it must reveal how action make the difference and that the individual is capable of doing it, finally show how to incorporate actions into everyday life. To do so health messages should be adjusted to cognitive needs, to cultural level, to beliefs, to emotional, social and linguistic needs. However, they are designed without taking into account the needs of the citizen. Information design and the integrative character of design tools have a fundamental role placing key stakeholders in the center of the process and constructing messages with a strong sense of ownership and commitment. With this study we highlight the value of developing messages involving the different stakeholders, from the citizen to public health organizations, in a deep and continuous way enabling an innovative integrative approach and building spaces for favoring citizen autonomy and reducing the passive attitude related to health services and providers.