Health Communication Activities for the Prevention and Control of Communicable Diseases in Europe: research results

Transcription

1 Health Communication Activities for the Prevention and Control of Communicable Diseases in Europe: research results Dr Jane Sixsmith Translating Health Communication Research Consortium Health Promotion Research Centre, NUI Galway Tallinn, September 2012.

2 Background This presentation reports on the findings from research to identify the nature and extent of health communication activities for the prevention and control of communicable diseases across Europe, commissioned by the European Centre for Disease Prevention and Control (ECDC) The results of this research are published as a technical report: P. Doyle, J. Sixsmith, M.M. Barry, S. Mahmood, L. MacDonald, M.O Sullivan, C.Oroviogoichoechea, G. Cairns, F. Guillen-Grima and J. Núñez-Córdoba. Public health stakeholders perceived status of health communication activities for the prevention and control of communicable diseases across the EU and EEA/EFTA countries. Stockholm: ECDC, 2012

3 Research Aim To systematically map and share information on current health communication activities in the EU/EEA/EFTA states in the promotion of health, focusing on the control and prevention of communicable disease.

4 Methodology Quantitative cross sectional e-survey Sample: ECDC Communication Competent Bodies (CB) Directors. Additional contacts provided via snowball sampling Completed questionnaires: 65 Data collection: SurveyMonkey Telephone interviews Sample: Key informants Total participants: 44 Data collection: semi-structured telephone interviews Expert consultation Sample: key stakeholders attending ECDC competent bodies meeting in Budapest Total participants 25, representing 15 countries Data collection: Group interview

5 Results Aggregated EU E-survey, Telephone Interviews & Expert Consultation

6 Respondents - Areas of Expertise The majority of participants were experts from: Public health Communication Epidemiology Infectious Diseases Other areas of expertise included: Medicine International Relations Health Protection Immunisation Microbiology Sexuality & Reproductive Health Health Promotion

7 Q. Are communication activities for communicable diseases included in national health plans, programmes and policies? 13% (6) Yes 37% (18) 50% (24) For some communication activities/diseases No

8 Q. Which of the following areas are reflected in national health plans, programmes and policies? Health communication (communicable diseases) 91% (39) Crisis Communication Health communication Health Advocacy Health Education Risk Communication Health Communication education & training Patient Education Social Marketing Health Literacy 72% (31) 65%(28) 61%(26) 61% (26) 54% (23) 51% (22) 49% (21) 40% (17) 30% (13) None of the above 5% (2)

9 Q. Which of the following areas of health communication are used for communicable diseases? Health Communication Crisis Communication Health Advocacy Health Promotion Plan and develop communication efforts in response to unforeseen events Patient Education/communication Health Education Health communication education & training Health Literacy Risk Communication Social Marketing 83% (40) 77% (37) 71% (34) 71% (34) 60% (29) 58% (28) 56% (27) 52% (25) 52% (25) 48% (23) 42% (20) None of the above 0.0% (0)

10 Q. Is health communication used in the following NONcommunicable disease groups in your country? Cancer 91% (41) Lifestyle Factors (e.g. alcohol, smoking) 82% (37) Cardiovascular disease 82% (37) Diabetes 73% (33) Mental Health Disorders 58% (26) Injuries 53% (24) Chronic Respiratory diseases 51% (23) None of the above 7% (3)

11 Q. Is health communication used in the following specific communicable disease groups in your country? Influenza 98% (45) HIV/AIDS, STI and Blood-Borne Viruses 91% (42) Vaccine Preventable Diseases and Invasive Bacterial Infections 82% (38) Tuberculosis 72% (33) Antimicrobial Resistance/Health Care Associated Infections 70% (32) Food and Water Borne Diseases and Zoonosis 63% (29) Emerging and Vector Borne Diseases 52% (24) None of the above 0.0% (0)

12 Q. Which groups/organisations are involved in the development and delivery of health communications activities? Healthcare staff Public sector organisations or agencies Specific patient/population groups Local authorities Non-governmental organizations Professional societies Universities etc engaged in research International organisations or agencies European Union organisations Community groups Semi-state institutions Private sector General public We do not work in partnership 90% (43) 79% (38) 77% (37) 63% (30) 63% (30) 56% (27) 52% (25) 41% (20) 41% (20) 27% (13) 27% (13) 25% (12) 13% (6) 0.0% (0)

13 Q. Rate the following statements regarding health communication activities for communicable diseases? NGOs/other partners involved in decision making 2% (1) The role of groups/ individuals in planning is clear 5% (2) 5% (2) 11% (5) 12% (5) Strongly disagree Strongly disagree 75% (33) Disagree Agree Strongly agree 36% (15) 54% (22) Disagree Agree Strongly agree 5% (2) 46% (19) The role of groups/ individuals in the implementation is clear 3% (1) 46% (19) Strongly disagree Disagree Agree Strongly agree Messages are developed from an evidence-base 3% (1) Strongly disagree 16% (7) 16% (7) Disagree Agree 65% (28) Strongly agree

14 Q. Who are the target audience for health communication activities in relation to communicable diseases? Health Professionals General public Specific patients/risk groups Mainstream media Policymakers Politicians Specialist scientific /medical media Scientists Researchers Industry 96% (45) 87% (41) 75% (35) 70% (33) 66% (31) 53% (25) 45% (21) 40% (19) 34% (16) 19% (9) None of the above 0.0% (0)

15 Channels of communication Telephone interviews Online channels: E mail, online databases, interactive websites, e- forums and direct mailing lists, exploring potential of eg Facebook & Twitter Broadcast media: Television and radio Other electronic/digital media: Telephones hotlines or help lines, mobile phones as a potential channel Print media: Newspapers, leaflets, booklets, posters and brochures press releases and specialised journals Action orientated: eg. role play, games, picture novels, theatre Events: conferences and discussions. European Immunisation Week; HIV/AIDS Awareness Day; European Antibiotic Awareness Day; Hand Hygiene Day; World Tuberculosis Day and World Health Day.

16 Q. Are health communication activities evaluated in your country? 13% (6) 33% (15) Yes Sometimes No 54% (25)

17 Q. Education and training programmes to develop leadership, planning, management and/or evaluation in health communication? 15% (7) 30% (14) Yes, there are specific courses dedicated to health communication There are course(s) in which health communication is a module, a subject or a part 33% (15) There is no specific training in health communication 22% (10) Don t know

18 Q. What do you consider a priority to improve health communication in the EU? Switching behaviour patterns Advocacy Community participation/mobilisation Communication focussed events Social networks Promoting service provider Media-focused activity Dividing the population into target groups Communication with community leaders Branding communication campaigns Education through entertainment Focus on individual Focus on product Service delivery Particular need in one area Breaking new territory Focus on groups of services 65% (30) 59% (27) 59% (27) 54% (25) 50% (23) 50% (23) 48% (22) 46% (21) 44% (20) 35% (16) 33% (15) 33% (15) 33% (15) 33% (15) 28% (13) 28% (13) 28% (13)

19 Telephone Interview priorities Strengthen collaboration between EU/EEAEFTA countries with regard to health communication and communicable diseases Increase awareness and provision of health communication education and training for communicable diseases across the EU Conduct evaluations of health communication activities for communicable diseases across EU Member States Facilitate parallel universal and country specific approaches to health communication and communicable diseases across the EU Develop shared health communication resources Increase participation of the general public and target groups in the development and delivery of health communication activities

20 Expert consultation Differences in use of health communication for communicable and non communicable diseases Early Involvement experts only seek our involvement when there is a crises Partnerships: share ideas and information Evaluation: gap in skills identified Education and training: campaigns, working with journalists, targeting audiences Social media: advantages and disadvantages identified

21 Consultation Key Points Stronger partnerships among health communicators and technical experts across the EU are needed A strongly linked professional network of communicators and experts within countries and across all Member States should be developed More education and training around health communication and specifically around the use of media and new technologies should be provided Research and evaluation needs to be a priority for the future in order to build the evidence base for health communication and communicable disease Develop a shared online interactive health communication resource.

22 Aggregate report: Gaps Fragmented responsibility for health communication at national level Planning of health communication activities were not perceived as well-structured The current use of social media and mobile phones as channels of communication are limited The majority of health communication activities were only sometimes evaluated Education and training for health communication was identified as an underdeveloped area across Member States

23 Aggregate Report: Key Action Areas Develop research capacity in health communication: o health literacy o health advocacy o social marketing o new technologies for disseminating messages o systematic use of evidence and evaluation to inform practice Strengthen collaboration among those working in health communication and communicable disease in the region Increase awareness and provision of health communication training and education Develop an online interactive resources/platform for sharing health communication information and resources Provide guidance for best practice to build the evidence base for health communication activities.

24 Additional Information Dr Jane Sixsmith Health Promotion Research Centre National University of Ireland Galway Ireland Phone: +353 (0) European Centre for Disease Prevention and Control (ECDC)