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Effective Public Education

Effective Public Education. 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

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Effective Public Education

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  1. Effective Public Education

  2. 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 Effective Public Education

  3. 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 Effective Public Education

  4. Patient’s Role • With prescription, must decide whether to buy medicines • Must decide whether to take some or all medicines Effective Public Education

  5. Town Drugstore 35% Clinics 2% Hospital 1% Neighborhood Store 40% MEDICINES (n=1324) Doctor 7% Neighbors and Relative 5% Household Stocks and Free Clinics 8% Neighborhood Source: Hardon 1991 Where Do Patients Get Medicines? Effective Public Education

  6. 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 Effective Public Education

  7. Different Concepts of Cure • Destroy bacteria • Remove symptoms • Take away visible lesions • Control measured signs, e.g., blood pressure Effective Public Education

  8. Different Concepts about the Value of Drugs • Mode of administration, e.g. injections • Packaging • Speed of Action • Cost • Taste • Color • Source Effective Public Education

  9. 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 Effective Public Education

  10. Social Marketing Components 4Ps • Price • Product • Promotion • Place Design strategies based on target audience perceptions, wants, and needs Effective Public Education

  11. Health Belief Model Based on— • Perceived susceptibility • Perceived severity • Perceived benefits • Perceived barriers • Self-efficacy Effective Public Education

  12. 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 Effective Public Education

  13. 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 Effective Public Education

  14. 1997 Kumarian Press excerpted from Managing Drug Supply, Management Sciences for Health and WHO Six Steps Toward Effective Communication Effective Public Education

  15. 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 Effective Public Education

  16. Plan Include— • Objectives • Target audience • Constraints and facilitating factors • Approaches • Communication channels including media mix • Collaborating institutions • Monitoring and evaluation Effective Public Education

  17. Develop Materials • Base materials on formative research • Have clear messages • Use appropriate language and expressions Effective Public Education

  18. 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 Effective Public Education

  19. Prepare all materials before starting Train staff Arrange venues, staff, and materials Implement Effective Public Education

  20. 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? Effective Public Education

  21. Activity 1 Designing a Public Education Program Effective Public Education

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