Health Communication Overview

Health Communication

• Communication is fundamental to human interaction and is essential for individuals to function fully
• Communication involves various methods like reading, writing, listening, speaking, viewing and creating visual media
• Through communication, people exchange facts, ideas, feelings, knowledge, attitudes and skills, enabling informed health decisions
• Health communication is the art/technique of informing, motivating and influencing individuals or groups about health issues (based on scientific/ethical considerations)
• It encompasses studying and using strategies to improve health, both individually and in communities
• Health communication aims to inform, influence and change knowledge, attitudes and practices regarding health and healthcare.

Concepts of Communication

• Communication involves sharing meaning among individuals
• Communication is the process of exchanging ideas, facts, feelings and impressions that allows a common understanding of a message
• Effective communication requires mutual understanding of the shared message

Elements of Health Communication

• Health communication initiates action, helps people gain knowledge about issues and their health behaviours and establishes a relationship with health providers
• Health communication's objectives include conveying accurate information, acceptance of that information, and behavioral change
• Communication can be interpersonal or mass communication, both have different goals and methods.

Importance of Health Communication

• Effective health communication leads to better health, use of the health care system, medical outcomes and improved patient-provider relationships
• Ineffective health communication has negative consequences including less patient compliance/participation, and weaker patient-provider relationships
• Health communication plays a vital role in health promotion and education

Principles of Communication

• Shared perception is crucial for effective communication. Perceptions should be similar between the sender and receiver
• Involving multiple senses improves communication
• Face-to-face communication tends to be more effective
• Effective communication includes two-way feedback
• Clear, simple and easily understood language is essential
• Using correct, current and scientific information is important
• Messages need to be comprehensive to avoid misconceptions

Levels of Health Communication

• Individuals: communication influences awareness, knowledge, skills, attitudes and behaviours, crucial for things like HIV testing and risk reduction
• Social networks: relationships and groups influence health and communication strategies can shape group information/perspectives
• Organizations (schools, workplaces, community groups) can disseminate health messages to members, provide support and potentially advocate policy changes/deliver essential services
• Society: norms, values, attitudes and policies play a large influence on behaviour.

Types of Communication

• One-way communication involves information flowing from sender to receiver only, with no feedback (e.g., lectures, mass media)
• One-way communication is faster and more structured than two-way
• Two-way communication includes feedback from receiver to sender, allowing the exchange of information and a more reciprocal discussion (e.g., conversations, meetings)
• Two-way communication is often more suitable for problem solving/complex issues where feedback/discussion is necessary

History of Health Communication

• Early historical figures made contributions to health communication, such as improving and reporting on knowledge around preventable diseases (Hippocrates, John Pringle)
• Health communication evolved with the growth of public health initiatives in the 1800s with notable figures such as Thomas Southwood Smith
• Modern health communication addresses health promotion and health care interventions

Cultural Competency in Health Communication

• Cultural differences affect communication and trust, resulting in varying levels of engagement and understanding
• Nonverbal communication, like facial expressions and personal space, can lead to misinterpretations across culture
• Cultural competency requires understanding communication strategies and approaches specific to different ethnicities and healthcare groups

Developing Cultural Competency

• Fact-Based approach: Gathering information on specific cultures, their history, and health beliefs
• Attitude/skill-centered Approach: understanding own bias and actively working to identify/address any cultural values and beliefs in individuals and communities

Effective Communication Strategy

• Interpersonal skills support interaction and communication
• Effective communication requires positive relationships between colleagues and professionals involved with the care of a patient
• A calm and assertive approach during patient interactions is critical
• Language barriers require clear and slow speech, using simple language where appropriate