SAĞLIK İLETİŞİMİ

            Sağlık iletişimi, önemli sağlık sorunları hakkında kurumsal, bireysel ve toplumsal kitleleri bilgilendirme, etkileme ve motive etme sanat ve tekniğidir. Sağlık iletişimi kapsamında hastalık önleme, sağlık promosyonu, sağlık politikası ve sağlık işine ek olarak yaşam kalitesinin arttırılması ve toplum içindeki bireylerin sağlığı dahildir.

İletişimin (mesajların ve anlamlarının formdaki sembolik etkileşimleri), sağlıkla ilgili inançların, davranışların ve sonuçların karşılıklı bağlılıklarının anlamayla ve etkilemeyle bağlantılı teori, araştırma ve uygulama alanıdır.

"Sosyal medya ile sağlık iletişimi profesyonelleri vermek istedikleri mesajları, ilgili kişilere konu hakkındaki platformları kullanarak daha etkili bir şekilde verebiliyorlar."

Health Communications is About Engaging the Right Audience

Before social media, health communications professionals heavily relied on mass communication -- television, radio, print media and billboards -- to disseminate health messages. This meant the same radio listener would hear messages about prostate screenings and messages about prenatal Vitamin C – two clearly different target audiences.

With social media, health communications professionals can more efficiently reach those interested in particular messages by engaging people using specific social platforms. Engagement takes place when recipients of information become participants in conversations about that information.

How is Engagement Measured?

Measuring engagement on the Web is a complex undertaking. Health communications professionals may mistakenly attempt to measure campaign success based only on web site traffic; but true engagement requires interaction, rather than the number of “hits” or amount of traffic to a site. Additionally, measuring engagement effectively requires an understanding of different types of Internet users.

Josh Bernoff, co-author of Groundswell, divides Internet users into five categories: creators, critics, collectors, joiners and spectators. Engagement is measured differently according to the type of Internet user.

    * Creators contribute content to the web. To measure their engagement, health communication professionals can measure the number of blogs authored about the online campaign, or the number of videos or articles posted as a result of the communication.

    * Critics post reviews and ratings online. Health communication professionals can review comments on blogs and online forums to measure their engagement.

    * Collectors gather Internet information. To measure their engagement, communication professionals can calculate “tags” to web pages and photos, RSS feed subscriptions, and social bookmarking.

    * Joiners use social networking sites. To measure their engagement, communication professionals can monitor fans, friends and followers on social networking sites.

    * Spectators observe what’s happening on the Internet. This is where it can helpful to monitor the traffic to blogs, forums and websites since these users will simply watch, read or listen.

By remaining mindful of the different types of Internet users and their respective methods of using the Internet, communications professionals can more accurately assess whether their information is reaching the desired audiences.

Kaynak http://community.pathoftheblueeye.com/wiki/health-communications-about-engaging-right-audience

"Sağlık iletişiminde strateji kelimesi neden önemli? Vizyon sahibi olmanın önemi nedir? Stratejik sağlık iletişiminin tanımı ve özellikleri nelerdir?"

A field guide to designing a health comm strategy

By the end of this introduction, the reader will understand:

• The components of a communication strategy outline
• Why the word “ strategic. is important in health communication
• The importance of having a vision
• The Process of Behavior Change (PBC) framework and the “P” Process
• The definition and characteristics of strategic health communication

As you embark on the process of developing a health communication strategy, you will need to have a framework in mind to help organize the information gathered. The following outline lists the components that should be included in an integrated, multiyear, multiphased communication strategy. The elements in this outline will be discussed in detail in the following chapters. You will note that the communication strategy outline does not exactly match the chapter titles and chapter subheadings. This discrepancy is intentional, as the communication strategy outline is intended to be a synthesis of the strategic design process, while the chapters include detailed steps to follow at each stage of the process.

Communication Strategy Outline

I. Analysis of the Situation
A. Purpose (Health situation that the program is trying to improve)
B. Key Health Issue (Behavior or change that needs to occur to improve the
health situation)
C. Context (Strengths, Weaknesses, Opportunities, and Threats [SWOT] that
affect the health situation)
D. Gaps in information available to the program planners and to the audience
that limit the program’s ability to develop sound strategy. These gaps will
be addressed through research in preparation for executing the strategy
E. Formative Research (New information that will address the gaps identified
above)

II. Communication Strategy
F. Audiences (Primary, secondary and/or influencing audiences)
G. Objectives
H. Positioning and Long-Term Identity
I. Strategic Approach
J. Key Message Points
K. Channels and Tools

III. Management Considerations
A. Partner Roles and Responsibilities
B. Timeline for Strategy Implementation
C. Budget
D. Monitoring Plan
IV. Evaluation—Tracking Progress and Evaluating Impact

Consider, for example, the way an architect and a builder work together to produce a building for their client. Suppose, for example, that a city in your country needs a new primary school. The Ministry of Education is the client. The Ministry staff consult with an architect and discuss the overall characteristics of the need: the number of students expected, the number of different classes, the location of the school, and allocated budget and timeframe for completing the project. The key stakeholders work together as a team to clarify what is needed.

The architect then analyzes the situation further, for example, specifying the number of classes, the estimated number of boys, girls, teachers, and administrators, the number of floors the school should have, the number of offices for staff,
and the placement of hallways and stairways. The architect develops a strategic design for the school, a design that meets the specified needs and is at the same time feasible in terms of cost, materials, and labor.

In other words, the architect interprets data as well as the client’s needs and creates a unique master plan, specifications, and detailed blueprints. The architect is a strategic designer who works with his client to ensure that the client’s input is taken into account. The builder’s role is similar to that of an implementer, who develops a tactical plan to execute the strategy and ideas in the architect’s blueprint, while staying within the budget and meeting deadlines. He or she implements through a team of subcontractors: engineers, electricians, plumbers, carpenters, and designers. Without an overall strategy, a master plan, and detailed blueprints for the workers to follow, the finished building might look more like a house than a school.