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Comm 360 Final Exam Study Guide Spring 2023.docx
Introduction to Health Communication
Health Communication
Defining Health Communication
Importance of Health Communication
Health
A state of complete physical, mental and social well-being and not merely the absence of disease or infirmity.
Multiple interrelated factors influence/affect health
Issues in Health
Etiology
Health promotion and maintenance
Prevention
Treatment
“The system” of healthcare
Communication
The process of managing messages for the purpose of creating shared meaning
Occurs through a “medium”
Situated within “context”
Goal oriented activity
Involves “communicator interdependence”
Requires sensitivity
Health Communication
The field of study is interdisciplinary
What do we study?
The way we seek, process and share health information
The way that communication impacts health
The way that health impacts communication
Who engages in health communication?
Medical models
Biomedical
Ill health is a physical phenomenon that can be explained, identified, and treated through physical means
Benefits?
Drawbacks?
Min-body dualism
Biopsychosocial
Health involves biology, psychology, and social factors
Systems theory
Importance of Health Comm
How sick are we?
Epidemiology
Morbidity (incidence & prevalence)
Mortality
What’s wrong with us?
Who studies these issues?
Importance of Health Comm
It is crucial to the success of health care encounters
It is an important source of personal confidence and coping ability
It saves time and money
It helps healthcare orgs operate effectively
It can help people learn about health and minimize the effects of unhealthy and unrealistic media information
It can open doors for new career opportunities
Current issues in Health Comm
Medical cost-cutting
Prevention
Patient empowerment
Global health needs
Changing populations
Technology
Ethics
History of Health and Medicine
Ancient Times & The Discovery of Medicine
Imhotep
Religio-emperical
Hippocrates
Rational/empirical
Four body humors
Blood
Phlegm
Yellow bile
Black bile
Early treatments
Purging
bloodletting
Medieval Religion and Health Care
Medical spiritualism
The Catholic Church
The “soul”
Treatments
Barber surgeons
Prayer
“God-given” substances
The Renaissance
Doubt & The Principle of Verification
Empirical research
Cartesian dualism
Disease vs. illness
Health Care in the New World
Effect of the settlers on the New World
Home remedies & folk care
Women’s role
Orthodox Medicine
Sectarians replaced by orthodox practitioners
Vaccines
Sanitation
Cholera
Germ theory
Louis Pasteur
Sterilization
Anesthesia
X-Ray
Antibiotics
Genetics, Heredity & DNA
20th Century Health Care
Specialization
Medicine and free enterprise
Health insurance
Cost
Managed care
Diverse Types of Health Care
Nurses
Hospitalists
Midlevel providers
Nurse practitioners
Physician’s assistants
Allied health personnel
Speech pathology, occupational therapy, nutrition, athletic training, pharmacology, radiology, ultrasound, etc.
Retail Clinics
CAM
Alternative
Complementary
Increased popularity
Know the difference between Alternative and Complementary
Domains
Alternative medical systems
Mind-body interventions
Biologically based therapies
Manipulative & body-based methods
Energy therapies
Politics and the Healthcare System
By Comparison across the world are we good at:
Keeping people alive & healthy?
Providing equitable treatment?
Spending/Cost?
Interested Parties
Government
President
Congress
Department of Health & Human Services (HHS)
CDC
NIH
FDA
Surgeon General
Others
Businesses
Healthcare industry
All other for-profit businesses
All other businesses
Consumers (individuals)
Money
Cost of Healthcare
Waste
Inequities
Cost of health insurance
Medicare & Medicaid
Reimbursement standards
The uninsured
Healthcare Models
Universal Coverage
Single-payer
Multi-payer
Insurance
Indemnity insurance (third-party payer)
Premium
Deductible
Catastrophic cap
Managed Care
Health Maintenance Organization (HMO)
Preferred Provider Organization (PPO)
Point of Service (POS)
High-Deductible Health Plan (HDHP)
Health Savings Account (HSA)
Health Reimbursement Account (HRA)
Flexible Spending Account (FSA)
Managed Care
Advantages
Predictability
Affordability*
Focus on wellness
Administrative streamlining
Disadvantages
Administrative hassles
Cost
Profit-driven
Lack of choice
Choosing a Healthcare Plan
Premiums
Co-pays
Deductible
Prescription coverage
Access to providers
Coverage/Exclusions
PCP
Healthcare Legislation
Laws are constantly changing
Patient Protection and Affordable Care Act
ACA also sometimes called Obamacare
Universal Coverage
Individual mandate (was repealed)
Multi-payer model
Consumer rights
Resources
Insurance reform
ACA
No lifetime caps
Can’t deny coverage for pre-existing conditions (for children)
No reversal of coverage
No gender differences in cost
No cost sharing on some services
More coverage
Minimum coverage provision
Tax credits
Marketplaces
Sexual & Reproductive Health
Gestation/Fetal Development
How we calculate gestational age in weeks
Conception & Contraception
Sperm + Egg + Hospitable Uterus
Pills
Combination
Progestin only
Emergency
Shots
Patches
Rings
Implants
IUDs
Barriers
Other Methods
How do you define a pregnancy?
How do you define a baby?
How do you define a person?
Hormonal Treatments
Contraception
Prevent pregnancy from happening
Treating Medical Conditions
Endometriosis
HRT
PCOS
Gender Affirming Care
Cannot terminate a pregnancy!
Birth Control Law
Mandated coverage
Access
Need for Rx
Provider discretion
Use in minors
Gender affirming care
Abortion
Surgical Abortion
Medical Abortion
Mifepristone
Misoprostol
Other uses for abortion medication
Miscarriage
Cervical ripening
Postpartum Hemorrhage
“Late-Term Abortion”
Abortion & The Law
Before Roe
Roe V. Wade
Other Cases
State Level Laws
Dobbs
2023
Where does this leave us today?
Controversy
Medical
Political
Religious
Public Health and Crisis Communication
Public Health
Monitoring the health of a community by collecting and analyzing health data
Maintaining the health of a community
The art and science of preventing disease
Organized community efforts to advance health
Responding to large scale health needs
Engaging in health-related social mobilization
Issues in Public Health
Communicable diseases
Environmental issues
Safety practices
Exposure to hazardous substances
Hunger
Natural disasters
Violence & Injury
Terrorism
Addiction
Legislation
Who Works in Public Health?
Local, state, or federal health departments
Food Safety Inspectors
Health Educators
Policy Analysts
Epidemiologists
Researchers
Communication Specialists
Non-profit organizations
American Cancer Society
The Red Cross
Private sector
pharmaceutical companies
health insurance companies
Risk and Crisis Communication
Risk communication:
An exchange of information about the likelihood and consequences of adverse events.
Helps the public respond to the crisis
Reduces the likelihood of rumors and misinformation
(1) Help people who are insufficiently concerned appreciate that a risk exists
(2) Reassure and calm people who are excessively concerned
(3) Work with people who are appropriately concerned cope and function effectively
Risk and Crisis Communication
Crisis Communication:
Providing information in times of emergency in order to facilitate the best possible decisions
Recognizes time constraints
Recognizes different goals of different parties
Recognizes the imperfect nature of crisis management
Case Studies
Terrorism
Pandemics
HPV
Injury and Violence Protection
Risk and Crisis Communication
Managing perceptions
Managing fear
Managing time constraints
Identifying relevant stakeholders
Crisis and Risk Communication
Be proactive
Establish foundations
Foster relationships
Understand information needs
Stay informed
Know the role of the media
Understand people’s emotions
Manage optimism
Focus on teamwork
Expect resistance
Monitor and refine your messages
Learn from the past
Persuasion & Health Campaigns
Health Belief Model
Extended Parallel Processing Model (EPPM)
Embedded Behaviors Model
The behavior
Frequency
Complexity
Familiarity
Novelty
Links to other behaviors
Theory of Reasoned Action (TRA)
Importance of Social Norms
Social Norms Theory
Theory of Normative Social Behavior (TNSB)
Descriptive norms
Injunctive norms
How much you identify with the group
How much you value the social approval gained by conforming
Outcomes you expect from the behavior
Transtheoretical Model
Precontemplation
Contemplation
Preparation
Action
Maintenance
Change is a process
Language Expectancy Theory
Language is compared to expectations
Language choice
Speaker characteristics
Cultural norms
Message Framing
The social priorities and the values with which a topic is associated
Gain Framing
Loss Framing
Logical & Emotional Appeals
Logical appeals
Novel/Shocking appeals
Positive affect appeals
Negative affect appeals
Guilt
Fear
Critical-Cultural Perspective
Health is a social phenomenon
There are no “universal” answers
We must challenge our assumptions
We need to build:
Social consciousness
Collective efficacy
Community capacity
Health Promotion Campaigns
Health Promoting Behaviors
Health Promoter
Social Marketing
Best Practices
Understand motivating factors
Go to the audience
Take action
Measure your success
Encourage social support
Planning a Health Campaign
Step 1: Defining the situation and potential Benefits
Evaluate the current situation
Determine motivations
Step 2: Analyzing and segmenting the audience
Audience centered analysis
Data Collection Methods
Interviews
Questionnaires
Focus groups
Sampling
Segmenting the audience
The “target audience”
Audience as a person
Audience profiles
Age
Personal fable
Imaginary audience
Sensation seekers
Underinformed audiences
Step 3: Establishing Campaign Goals and Objectives
Goals
Knowledge gap hypothesis
Accountability
Step 4: Selecting Channels of Communication
Channel Characteristics
Reach
Specificity
Impact
Arousal
Involvement
Broadcasting
Narrowcasting
Multichannel campaigns
Diffusion of information
Step 5: Designing Campaign Messages
Choosing a voice
Choosing a source
Source homophily
Designing the message
Selecting a strategy
Audience expectations
Step 6: Piloting and implementing the campaign
Pre-testing
Targeting gatekeepers
Getting the message “out there”
Step 7: Evaluating and Maintaining the campaign
Evaluation
Post-test
Behavior change
Self-reports
Maintenance
Ethical Considerations
Who should pay for prevention efforts?
Timing
Scapegoating
Stigmatizing
Doctor-Patient Interactions
Medical Socialization
The voice of medicine
Theory of socialization
Assimilation
Rewards and Punishments
Selection
Socialization Processes
Loss of identity
Privileged status
Overwhelming responsibilities
Withdrawal and resentment
Benefits
Medical School Reform
Professional Influences on Caregivers
Time constraints
Effects on patients
Effects on care
Loss of Autonomy
Solutions?
Psychological Influences on Caregivers
Lack of maturity
Self-doubt
Fear of mistakes
Satisfaction
Stress and Burnout
Emotional Exhaustion
Depersonalization
Reduced sense of personal accomplishment
Causes?
Conflict
Emotions
Communication deficits
Workload
Other
Patient-Caregiver Interactions
Importance
What happens now?
Physician centered communication
Physician assertiveness
Questions and directives
Blocking
Patronizing behavior
Physician transgressions
Power differences
Therapeutic privilege
Solutions and Suggestions
Collaborative Communication
Motivational Interviewing
Cultivating Dialogue
Nonverbal
Look interested
Touch
Pay attention to nonverbal displays
Verbal
Start on a friendly note
Use open questions
Don’t rush
Avoid abrupt topic shifts
Determine the real issue before the exam
Listen for distress markers
Ask for feedback
Reassure patients
Treat people as equals
Coach patients
Consider using humor
Environmental restructuring
Telemedicine
Advantages
More communication
Open communication
Increased access to care
Increased access to information
Cost effective
Efficient
Faster
Disadvantages
Expensive
Privacy concerns
Compensation concerns
Legal concerns
Health disparities
Function as a substitute
Solutions & Suggestions
Be assertive about your own care
Write down concerns
Rank order them
Think through the visit
Prepare for standard questions
State your goals
Talk to the nurse
Get to the point
Acknowledge any reservations
Patient Socialization
Ambiguity
Voice of lifeworld
Feelings vs. Evidence
Patient characteristics
Nature of the illness
Patient disposition
Communication skills
Skills training
Patient Satisfaction
What patients want
Attentiveness & Respect
Information
Is it okay to withhold information?
Informed consent
Convenience
A sense of control
Genuine warmth and honesty
Moderation
Privacy
Cooperation & Consent
Rates of compliance
Noncompliance
Impossible or impractical
Disagreement
Denial
No visible effect
Side effects
Lack of effective communication
Effects for patients
Effects for caregivers
Solutions?
Cash for Consent
Communication
Diversity
Health Disparities
Diversity among patients
Status
Gender
Sexual Orientation
Race
Language
Disabilities
Age
Misunderstandings
Health literacy differences
Diversity among patients
Suggestions for caregivers
Suggestions for patients
Technology
Reaching marginalized populations
Cultural Diversity
Importance
Perspectives on health & illness
Health as Organic
Health as Harmony
Social implications of disease
Fear
Punishment
Stigma
Morality
Victimization
Cultural Diversity
Effect on Health Communication
Building Cultural competence
