It includes Communication process, Methods, types and application of health communication

1. Health Communication
Dr. Gneyaa Bhatt

2. Objectives
• What is Communication?
• Communication process
• Functions of health communication
• Types of communication
• Barriers in communication
• Qualities of a good communicator
• Methods in health communication
• Application of health communication
- IEC, BCC,SBCC, Counselling

3. Communication
• Transfer of information between people with
ultimate motive to develop a better understanding
between them.

4. Communication
• It is a complex process in which
• a source of information (Sender) gives the
information (Message) through
• Various channels (Media) to the audience
(Receiver) and in turn gets the feedback to know
the effect of the process.

5. Communication Process
Audience/
receiver
(decoder)
Message
Sender
(Encoder)
Feedback
Using
various
media

7. Sender
• Is the communicator or originator of the message
• Should know the audience,
• Should know the message to be given and
• Should know the methods or channels to communicate.
• Should be Efficient.
Message
• It is the ‘technical know-how’ of the information being
communicated to the audience.
• They should understand, accept and act upon.
• The message should be clear, specific, precise,
understandable, interesting, meaningful, related to the
objective and acceptable by the audience.

8. Media
• It is the channel which bridges between the sender and the
receiver.
• There are three systems of media.
1. Interpersonal communication: (Face-to-face communication)
• This is very effective.
2. Mass media: TV, radio, printed media, etc.
• Advantage: Large number of people can be reached in a short
time.
• Disadvantage: Not very effective in bringing about the changes.
3. Traditional or folk media: Folk dance, songs, drama, puppetry,
harikatha, burrakatha (in AP), nautanki (in UP), tamasha in Dangs
etc.
• These types are close to cultural values and therefore they are
very effective.

9. Audience
• The receiver may be a single person or a group of
people.
• If the audience is a homogeneous group and have a
common interest, it is called ‘Controlled audience.’
Otherwise it is called ‘Uncontrolled or free’ audience
(That is a group which has gathered out of curiosity).
Feedback
• It is the reverse flow of information or remarks made by
the audience about the message to the sender so that
the sender can make modifications and improve the
communication to make it more effective and
acceptable to the audience.

10. Functions of health communication
• Public health
- Increase knowledge / awareness regarding health
issue/problem or its solution
- Influence the pre existing beliefs/myths/perception
- Prompt action
- Behaviour change
- Increase demand for health services
- Improve skills

11. • Clinical medicine
- Doctor-patient relationship
1. rapport building
2. exchange of information
3. involve patient in decision making
- A good relationship will have better chance that
patient will
- follow the advice,
- adhere to the treatment,
- take due care and
- come for follow up…
- which will in turn, have good outcome.

12. Exercise- Chinese whisper
• I went to Laxmi’s house because she was sick.
When I reached home, she was not there as she
went to Parent teacher’ s meeting in her son’s
school. Her brother was there and was repairing
the bicycle. I tried to get the detail of Laxmi’s illness
but he was not interested in talking and I left.

13. Types of Communication
One Way Communication
• It is also called ‘Didactic method.’
• The message flows in only one direction, i.e. from the communicator to
the audience, e.g. giving lecture in a classroom.
• The demerits are that:
• There is no participation from the audience
• There is no feedback
• Information is imposed
• Learning is passive
• Less likely to influence the human behavior.
Two Way Communication
• It is called ‘Socratic method.’
• Both the communicator and the audience take part. Audience may ask
questions and they may give their own suggestions.
• Thus, the communication become active, effective and ‘democratic.’
• This method is more likely to influence the human behavior.

14. Verbal Communication
• This is giving the information by talk and not by
showing written printed matter. It is more
persuasive.
Nonverbal Communication
• In the type, the message is communicated not by
talk but by body movements, postures, facial
expressions (smile, sorrow, staring, etc.). Often this
is also effective.

15. Formal & informal Communication
• Formal Follows lines of authority while Informal
Communication (grape-vine) occurs among Informal
network/gossip circles
Visual Communication
• Consists of charts, posters, pictures, graphs, tables, maps,
etc.
Telecommunication and Internet
• This is done by using electromagnetic instruments and the
communication is done over distance.
• Example, radio, TV, internet, etc. Telephone, telex and
telegraph are known as ‘point-to-point’
telecommunication system.
• Launching of satellites is an advanced technology in the
telecommunication system.

16. Barriers in communication
Physiological Barriers
• Difficulties in hearing, expression.
Psychological Barriers
• Emotional disturbances, neurosis, low level of intelligence,
Language Barrier
Environmental Barriers
• Noise, over crowding, invisibility.
Cultural Barriers
• Illiteracy, customs, beliefs, religion, attitude, poverty, cultural
difficulties between rural and urban, etc.
To make the communication successful, these barriers must be
identified and removed.

17. Qualities/skills of a good
communicator
• Knowledgeable
• Good listener/Active listener
• Empathetic
• Non judgemental
• Simple presentation of issue
• Appropriate body language

18. Methods

19. Materials/ tools for effective
communication
• Pamphlets/leaflets/brochure
• Flip charts
• Flash cards
• Charts
• Posters
• AV aids- laptop-projector-tablet- mobile

20. Application

21. Information, education and
communication (IEC)
• an important approach to bring about changes in
the knowledge, attitude and behavior of the people
for betterment of their health and the health of the
family and community in which they live.

22. BCC- Behaviour Change
Communication
SBCC-

28. Enabling environment

31. Counselling
• Helping the client in making decision for oneself
• To help people to solve their problem
• Medical field- used for sensitive issues
• Individual/group
• GATHER approach