Community Oral Health Practice for the Dental Hygienist 5th Edition PDF

Community Oral Health Practice for the Dental Hygienist 5th Edition Christine French Beatty Copyright © 2022, Elsevier Inc. All Rights Reserved. 1 Health Promotion and Health Communication Chapter 8 Copyright © 2022, Elsevier Inc. All Rights Re...

Community Oral Health Practice for the Dental Hygienist 5th Edition Christine French Beatty Copyright © 2022, Elsevier Inc. All Rights Reserved. 1 Health Promotion and Health Communication Chapter 8 Copyright © 2022, Elsevier Inc. All Rights Reserved. 2  Lesson 8.1 Health Promotion (1 of 2) 1. Discuss the scope of health promotion and the wide range of activities involved. 2. Apply various health promotion strategies, theories, and models to situations for promotion of oral health. 3. Follow a sequence of steps in the health communication process when developing, implementing, or evaluating a health communication plan or project. Copyright © 2022, Elsevier Inc. All Rights Reserved. 3  Lesson 8.1 Health Promotion (2 of 2) 4. Discuss ways to assess needs of diverse populations before designing health promotion and health communication strategies. Copyright © 2022, Elsevier Inc. All Rights Reserved. 4  Health Promotion (1 of 3)  Introduces the role of behaviors, not just attitudes and knowledge, into the health equation and goes beyond a focus on individual behavior toward a wide range of social and environmental interventions  Goes beyond health education and links oral health to other health issues Copyright © 2022, Elsevier Inc. All Rights Reserved. 5  Health Promotion (2 of 3)  The Ottawa Charter identifies three basic health promotion strategies  Advocacy for health  Enabling people to achieve their full health potential  Mediating different societal interests in pursuit of health Copyright © 2022, Elsevier Inc. All Rights Reserved. 6  Health Promotion (3 of 3)  Oral health promotion efforts can increase use of oral health and wellness services and preventive self-care measures  The anticipated outcome of these efforts is a reduced incidence and severity of oral diseases with improved oral health and overall health Copyright © 2022, Elsevier Inc. All Rights Reserved. 7  Health Promotion Theories (1 of 4)  Intrapersonal level  Stages of Change Theory (Transtheoretical Model)  Health Belief Model (HBM)  Interpersonal level  Social Learning Theory  Community level  Community Organization Theory  Diffusion of Innovations Theory  Organizational Change: Stage Theory Copyright © 2022, Elsevier Inc. All Rights Reserved. 8  Health Promotion Theories (2 of 4)  A theory is an abstract notion that comes to life only when it is applied to specific topics and problems  Sometimes theories are called conceptual frameworks or models  Theories can help us to analyze situations and apply solutions that have been effective in similar circumstances Copyright © 2022, Elsevier Inc. All Rights Reserved. 9  Health Promotion Theories (3 of 4)  Traditionally, dental hygienists have viewed oral health problems primarily as the “patient’s” problem and have proceeded to “educate” the patient about how to improve oral health  This approach skips directly to a generic intervention and does not assess or validate the patient’s point of view or health beliefs and does not consider the environmental, literacy, or cultural circumstances that have influenced the person’s attitudes, beliefs, or health practices Copyright © 2022, Elsevier Inc. All Rights Reserved. 10  Health Promotion Theories (4 of 4)  Behavior that leads to improved oral health can be affected at three levels  Intrapersonal (within the individual)  Interpersonal (between people)  Community (including institutional or organizational change and public policy) Copyright © 2022, Elsevier Inc. All Rights Reserved. 11  Interpersonal: Stages of Change Theory (Transtheoretical Model)  Views change as a process or cycle that occurs over time rather than as a single event  Assumes that at any point in time everyone is at a different stage of readiness to make lifestyle changes  People actually cycle through the various stages over time, depending on the behavior to be changed and whether the environment is supportive Copyright © 2022, Elsevier Inc. All Rights Reserved. 12  Oral Health Example  The cycle  Starts by increasing one’s awareness of a problem (e.g., a person has gingivitis) and proceeds  To initiating behavior change (brushing effectively and using antimicrobial rinses) and  Progresses to maintaining motivation to continue preventive actions (returning in 3 months to check progress)  Health messages and programs should be matched to an individual’s current stage of readiness to change Copyright © 2022, Elsevier Inc. All Rights Reserved. 13  Interpersonal: Health Belief Model (HBM)  Allows us to assess perceptions of how susceptible one is to a health risk and whether one believes that recommended preventive behaviors will result in less susceptibility  The primary hypothesis is that increased perception of severity and susceptibility to a disease results in an increased probability of taking action Copyright © 2022, Elsevier Inc. All Rights Reserved. 14  Oral Health Example  Does your father think he is at risk for development of oral cancer because he smokes a pipe?  Does he believe that limiting use of the pipe would reduce his oral cancer risk?  Does your father believe that effects of quitting pipe smoking are worse than effects of oral cancer?  Does your father believe he can quit smoking his pipe?  What types of support does he need to succeed? Copyright © 2022, Elsevier Inc. All Rights Reserved. 15 Interpersonal: Social Learning Theory (1 of 2)  People learn primarily in four ways  Remembering and imitating observed behaviors of others  Vicarious experience, such as reading, viewing, or listening to various forms of mass media  Judgments voiced by others, such as testimony or promotions by experts  Inferred knowledge Copyright © 2022, Elsevier Inc. All Rights Reserved. 16 Interpersonal: Social Learning Theory (2 of 2)  People learn through their own experiences, by observing the actions of others, and by the results of these actions  Behavioral change is accomplished through the interaction of personal factors, environmental influences, and individual behaviors Copyright © 2022, Elsevier Inc. All Rights Reserved. 17  Oral Health Example  Consider helping a single mother to feel confident about performing toothbrushing for her young child by using techniques such as demonstrating, watching a video, providing ongoing encouragement, and giving periodic feedback  When the mother gains some confidence in her skills, she can assist the childcare workers and other parents at the day care center in learning these skills  They can support one another so that oral hygiene care becomes a daily activity Copyright © 2022, Elsevier Inc. All Rights Reserved. 18  Community Level  Community Organization Theory  Diffusion of Innovations Theory  Organizational Change: Stage Theory Copyright © 2022, Elsevier Inc. All Rights Reserved. 19  Community Organization Theory  The process of involving and activating members of a community or subgroup  To identify a common problem or goal  To mobilize resources  To implement strategies  To evaluate their efforts  A grassroots approach rather than an effort initiated and conducted by health professionals Copyright © 2022, Elsevier Inc. All Rights Reserved. 20  Oral Health Example  Consider the role of a church pastor and a congregation in oral health promotion  Church members notice that many of the elderly people have stopped coming to church suppers because they have lost their teeth and are embarrassed to eat in public  Dental and dental hygiene students work together to assess each elderly person’s needs and to fabricate and fit the dentures  Gradually, the elderly people become comfortable eating and speaking with the dentures, and they resume their attendance at church suppers Copyright © 2022, Elsevier Inc. All Rights Reserved. 21  Diffusion of Innovations Theory  Helps assess how new ideas, products, or services spread within a society or to other groups  During the assessment, attention is directed to the characteristics of the innovation, the communication channels, and the social systems Copyright © 2022, Elsevier Inc. All Rights Reserved. 22  Oral Health Example  Adoption of dental sealants by practitioners proceeded slowly  Adoption occurred much sooner in public health clinics, where there was a critical need for effective caries prevention measures and strong advocacy for the procedure  It occurred more slowly in private dental offices where patients had low caries rates, some insurance companies did not reimburse for the service, and practitioners were wedded to the use of amalgams for managing rather than preventing dental caries Copyright © 2022, Elsevier Inc. All Rights Reserved. 23  Organizational Change: Stage Theory  Organizations pass through a series of four stages as they initiate change  Specific strategies are required at each stage of change Copyright © 2022, Elsevier Inc. All Rights Reserved. 24  Oral Health Example  Consider a situation in which health educators asked the cafeteria staff in a hospital to offer healthier foods  A number of stages were involved in instituting the change  Eventually, a larger percentage of employees began to select the new food options, thus eating healthier lunches Copyright © 2022, Elsevier Inc. All Rights Reserved. 25  Combining Health Promotion Theories  Frequently health promotion theories are combined within an intervention  Multiple theories are combined to enhance ecological dimension  Having an understanding of various health promotion and health education models and theories is important to be able to develop successful comprehensive community oral health programs Copyright © 2022, Elsevier Inc. All Rights Reserved. 26  Expanding Dental Hygiene Knowledge and Strategies  Dental hygienists need to acquire new knowledge and approaches for assessing and changing health behaviors and systems of care  Dental hygienists need to keep abreast of innovative programs occurring in other professions and ways that other healthcare systems and countries address health problems  Some information may be learned through the educational process, with additional strategies acquired through experience, research, and professional development Copyright © 2022, Elsevier Inc. All Rights Reserved. 27  Lesson 8.2 Health Communication and Personal Development (1 of 3) 5. Describe health communication in relation to health information technology, as well as strategies to appropriately frame health messages for different audiences and different mobile and social media applications. Copyright © 2022, Elsevier Inc. All Rights Reserved. 28  Lesson 8.2 Health Communication and Personal Development (2 of 3) 6. Identify uses and limitations of strategies for delivering health information to consumer groups in terms of the materials, activities, communication pathways, and evaluation methods. 7. Outline the basic considerations, advantages, and limitations of various formats for communicating scientific information to health professionals. Copyright © 2022, Elsevier Inc. All Rights Reserved. 29  Lesson 8.2 Health Communication and Personal Development (3 of 3) 8. Identify and take advantage of opportunities for personal growth and development in health promotion, health communication, and health information technology. Copyright © 2022, Elsevier Inc. All Rights Reserved. 30  Health Communication and Health Information Technology (1 of 2)  Health communication encompasses the “study and use of communication strategies to inform and influence individual and community decisions that enhance health”  One challenge in designing health communication programs is to identify the most effective channels, context, and content that will capture people’s attention and then motivate them to use health information Copyright © 2022, Elsevier Inc. All Rights Reserved. 31  Health Communication and Health Information Technology (2 of 2)  Health information technology (HIT)  Using technology in health communication is important to meet consumer expectations in today’s age of technology  One of the challenges in designing health communication programs is to identify the most effective channels, context, and content that will capture people’s attention and motivate them to use health information Copyright © 2022, Elsevier Inc. All Rights Reserved. 32  Social Marketing  Use of marketing principles to influence human behavior to improve or benefit society  Can be accomplished by emphasizing four Ps of marketing  Product  Price  Place  Promotion Copyright © 2022, Elsevier Inc. All Rights Reserved. 33  Framing Health Messages (1 of 4)  Framing health messages relates to how messages are crafted; certain cues are used  Gain-framing a message is focusing on what is to be gained by adopting the recommended health behavior  Tailoring health messages relates to making messages meaningful to a specific individual Copyright © 2022, Elsevier Inc. All Rights Reserved. 34  Framing Health Messages (2 of 4)  A fundamental error in many oral health education efforts is the assumption that increased knowledge will result in meaningful changes in behavior  Numerous research studies have shown that this assumption is not valid  Overwhelming people with information is not effective for changing behaviors Copyright © 2022, Elsevier Inc. All Rights Reserved. 35  Framing Health Messages (3 of 4)  Health professionals can use “targeted” materials intended to reach a specific subgroup or population, usually based on demographic characteristics  Subgroups, however, often represent very heterogeneous groups Copyright © 2022, Elsevier Inc. All Rights Reserved. 36  Framing Health Messages (4 of 4)  Another approach is to “personalize” messages  The Internet promotes individualization by allowing people to search for and discuss information that applies to their particular situation or answers their specific questions  It is often difficult for consumers to determine its validity Copyright © 2022, Elsevier Inc. All Rights Reserved. 37 Consumer-Oriented Communication (1 of 5)  A variety of resources are available for dental hygienists to use when selecting communication formats and designing and evaluating health messages  Some formats can be combined to allow for differences in learning styles of the audience  Hands-on, interactive, multimedia formats are usually more effective for retaining knowledge than simply reading or listening to a message Copyright © 2022, Elsevier Inc. All Rights Reserved. 38 Consumer-Oriented Communication (2 of 5)  Use of focus groups is one effective method for an intermediate level of assessment  They are particularly useful for determining whether messages are at the appropriate language and literacy levels and whether they are culturally acceptable to the people in the group  Health literacy serves as the foundation for oral health literacy Copyright © 2022, Elsevier Inc. All Rights Reserved. 39 Consumer-Oriented Communication (3 of 5)  Communication should be culturally sensitive and linguistically competent  Studies have shown that some health education programs are more likely to change health outcomes  Effective interventions were those that were of high intensity, had a theory basis, were pilot tested before full implementation, emphasized skill building, and were delivered by a health professional Copyright © 2022, Elsevier Inc. All Rights Reserved. 40 Consumer-Oriented Communication (4 of 5)  On the basis of findings from a needs assessment, objectives, methods, and an evaluation plan should be designed that includes evaluation methods, measures, and anticipated outcomes before any interventions are started  Evaluation measures should be linked directly to health promotion objectives, and both short- and long-term outcomes should be considered Copyright © 2022, Elsevier Inc. All Rights Reserved. 41 Consumer-Oriented Communication (5 of 5)  Using a variety of formats can accommodate for differences in learning styles of the audience  Use of focus groups is one effective method for determining, before launching a program, whether messages are appropriate  Group interviews, 30 to 60 minutes in length, are conducted with 5 to 10 members Copyright © 2022, Elsevier Inc. All Rights Reserved. 42  The Planning Process  Using findings from a needs assessment, a health promotion/health communication plan should be developed before interventions are started  This should include objectives, activities, key messages, target audiences, timelines, resources needed/available, responsible parties, evaluation methods, measures, and anticipated outcomes Copyright © 2022, Elsevier Inc. All Rights Reserved. 43  Evaluation Considerations  Evaluation of the communication formats, channels, and materials is critical to document  Evaluation can occur both during and after educational interventions Copyright © 2022, Elsevier Inc. All Rights Reserved. 44  Guiding Principles  Questions to determine the effectiveness of interventions  Has the intervention achieved the desired results? If not, why not?  Should this intervention be continued in its current form?  What messages or activities produce the best results?  How can the intervention be improved?  Can it be replicated successfully in other settings?  Are the resources (e.g., people, money, materials) that were used reasonable and cost-effective? Copyright © 2022, Elsevier Inc. All Rights Reserved. 45 Presentations to Health Professionals (1 of 2)  The purpose of professional presentations is to deliver thought-provoking information to a group of health professionals in a short period of time in a clear, concise, and visually appealing format  Presentations generally focus on new research, programs, theories and ideas, clinical techniques, products or materials, career opportunities, educational techniques, policies or legislation, healthcare systems, or methods for disease prevention or detection Copyright © 2022, Elsevier Inc. All Rights Reserved. 46 Presentations to Health Professionals (2 of 2)  Most presentations follow a sequence such as:  Introduction and background  Methods and materials  Findings/results and or key points  Discussion and significance  Summary and conclusions Copyright © 2022, Elsevier Inc. All Rights Reserved. 47  Guiding Principles  Five questions for selecting a topic and format  Who will be the audience? How large a group do I want to address?  What is their level of knowledge or interest in my topic?  What questions might they ask? Will I be able to learn new information related to my topic from some members of the audience?  How much time will I need to cover my key points?  What audiovisual materials will most enhance my key points? Copyright © 2022, Elsevier Inc. All Rights Reserved. 48  Presentation for a Poster Display (1 of 3)  Time: Session lasting 1 to 2 hours; discussion time varies by number and type of questions asked  Format: Presenter discusses visual display with people who stop to look; posters lined up next to one another, usually attached by pushpins to board or other backing material  Size of audience: Varies greatly; some people “cruise by” quickly, some just pick up handouts, others stop to read display and discuss topic Copyright © 2022, Elsevier Inc. All Rights Reserved. 49  Presentation for a Poster Display (2 of 3)  Appropriate audiovisuals: Text, artwork, or photos on paper or poster backing or printed as one large banner; audio or video applications are not allowed; handouts are encouraged  Benefits and limitations: Opportunity to discuss topic, share ideas, and acquire additional ideas; unpredictable attendance; not appropriate for topics that require videos or other types of media Copyright © 2022, Elsevier Inc. All Rights Reserved. 50  Presentation for a Poster Display (3 of 3)  Tips  Use color to attract attention and highlight key points  Use large, readable print and a catchy title  Use outline form  Intersperse categories of information with charts, graphics, and photos  Consider this format for easy setup and transport  Include a copy of the abstract, which is also printed in the program Copyright © 2022, Elsevier Inc. All Rights Reserved. 51  Presentation for an Oral Paper (1 of 3)  Time: 10 to 15 minutes, including time for questions  Format: Oral presentation of information (using notes), accompanied by audiovisuals  Size of audience: Usually more than 30 people but is suitable for hundreds  Appropriate audiovisuals: PowerPoint slides, short videos, other computerized applications; Internet connectivity may be available, especially if free wireless is available Copyright © 2022, Elsevier Inc. All Rights Reserved. 52  Presentation for an Oral Paper (2 of 3)  Benefits and limitations: Large group can be reached; presenter can speak from printed notes or directly from slide notes on computer; room lighting sometimes fairly dark; interaction with audience often limited; vast array of knowledge in audience Copyright © 2022, Elsevier Inc. All Rights Reserved. 53  Presentation for an Oral Paper (3 of 3)  Tips  Try to maintain eye contact and do not read the paper  Use uncomplicated and effective audiovisual materials that highlight important information rather than detract from or repeat information you give orally  Practice delivery, timing, and use of audiovisuals before the presentation  Decide what information to delete if you are running over your time allowance  Include transitions between sentences and sections  Upload your presentation per the sponsor’s directions and check computer controls and room environment before your session Copyright © 2022, Elsevier Inc. All Rights Reserved. 54  Presentation for a Round Table Discussion (1 of 3)  Time: 30 to 60 minutes; the presentation is sometimes repeated to a new group  Format: Oral presentation and discussion supplemented by audiovisuals to people seated at a round table or in a circle  Size of audience: Usually 8 to 10 people  Appropriate audiovisuals: Handouts, materials, or products; can use laptops with video application; usually Internet connectivity is too expensive unless free wireless is available Copyright © 2022, Elsevier Inc. All Rights Reserved. 55  Presentation for a Round Table Discussion (2 of 3)  Benefits and limitations: Format allows interactive discussion; participants can introduce themselves and share information with the whole table; good for conversational topics or new ideas and programs; a limited number of people hear the topic Copyright © 2022, Elsevier Inc. All Rights Reserved. 56  Presentation for a Round Table Discussion (3 of 3)  Tips  Speak from notes, handouts, or laptop  You will need facilitation skills and ability to refocus group if discussion is off track or is monopolized by an individual Copyright © 2022, Elsevier Inc. All Rights Reserved. 57  Web-Based Presentation (1 of 2)  Time: 30 to 60 minutes  Format: Can use live audio streaming or use prepared slides with live audio  Size of audience: Depends; some limited to 100 phone lines  Appropriate audiovisuals: Videos, slides, and personal demonstrations using video  Benefits and limitations: Can reach larger audience with various levels of two-way interaction; can download slides before or after presentations; can provide links to online resources; unintended noise or line interference if lines aren’t muted Copyright © 2022, Elsevier Inc. All Rights Reserved. 58  Web-Based Presentation (2 of 2)  Tips  Schedule a practice run before the presentation  Reduce any sources of noise Copyright © 2022, Elsevier Inc. All Rights Reserved. 59  Audience Evaluation of Professional Presentation  Effectiveness can be assessed through use of course and conference evaluation forms completed by attendees or by asking the audience directly for some immediate feedback Copyright © 2022, Elsevier Inc. All Rights Reserved. 60  Resources for Professional Development (1 of 2)  Because public health covers such a broad array of topics, hygienists benefit by reading literature from other subject areas such as:  Health education and health promotion  Health communications  Injury prevention  Cancer prevention and early detection  Maternal and child health  Geriatrics  School health Copyright © 2022, Elsevier Inc. All Rights Reserved. 61  Resources for Professional Development (2 of 2)  Another avenue for updating knowledge, practicing presentation skills, and networking with other professionals is attendance at professional association meetings  Attend general public health or health communication meetings, or those of the Society for Public Health Education or the American Association for Health Education  The Centers for Disease Control and Prevention and other groups sponsor annual learning institutes Copyright © 2022, Elsevier Inc. All Rights Reserved. 62  Questions? Copyright © 2022, Elsevier Inc. All Rights Reserved. 63