bcc with hospital staff
TRANSCRIPT
Behavior Change Communication …. THE RIGHT WAY FOR THE RIGHT PERSONS
Introduction ...........
Our lives are filled with a series of conscience and unconscious behaviorswe have adopted or avoided……
BCC ?
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A significant portion of the India’s disease burden is related to
behavioural practices that can be influenced through Health Communication.
Communication interventions instead of limiting themselves
to importing knowledge to focus on behavioural change
component. BCC is increasingly recognize as one of the pillars of such efforts.
BCC is given new recognition by various health policy documents
+ IEC interventions in the past mainly focused on awareness
generation. As a result there are big gap between knowledge and health practices.
SCENARIO… then & now
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In the past the aim of the hospital was to provide care , comfort & assurance to the patient with team of dedicated doctors, nurses & other hospital staffs whose aim was never upon to earn money but to serve the poor, helpless & destitute & The doctors were treated as “GOD” & the patients were treated as “GUEST” or “Angels of GOD”
Due to rapid development & advancement of technology influence of money in lives of people etc have changed total scenario of hospital in new millennium & the shift is from care of sick & treating the patient as an agent of “GOD” to treating patient as “CUSTOMER” & providing quality care which is need based as developing the hospitals as centre of excellence & profit making organizations
MAJOR CHALLENGES FOR PUBLIC HEALTH SYSTEM
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PERSISTENT MALNUTRITION
+HIGH LEVELS OF ANEMIA AMONG CHILDREN & WOMEN
HIGH RATE OF MMR & IMR
+ HIGH MORTALITY RATE OF UNDER 5
TO FACE THE CHALLENGE
CHANGE BEHAVIOR…
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Change attitude in three ways :-
Key behavioral aspects of all health conditions & must address if we are to achieve improved health outcomes
Level of Change Change process Targets of Change
Individual Level Psychological Personal Behaviors
Interpersonal Level Psycho - Social Social Networks
Community Level Cultural & Social Community Development
5 Pillars of Health Promotion
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Advocate for Create enabling environments
+ Develop personal skills
Advocate for healthy public policy
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Re-orientate services
Stimulate community action
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Different Factors are Importantfor Different Health Behaviors
Internal ExternalBreastfeeding Perceived social
normsSelf-efficacy
Facility norms re rooming inMarketing codesWorkplace policy
Immunization Perceived consequences (protection, side effects)
AccessibilityHW behavior
Contraception Cultural norms Service qualityPolicies
PRIORITY PRIORITY AUDIENCEAUDIENCE BEHAVIORBEHAVIOR KEY KEY
FACTORSFACTORS ACTIVITIESACTIVITIES
In order to help:In order to help: to:to: we will focus on: throughthrough:
Mothers giving birth in hospitals
Begin breastfeeding within one hour of birth and breastfeed exclusively through 6 months
• Hospital policies • Knowledge that breast milk is sufficient • Proper BF skills• Supportive norms (family & other)• Import policies/ national policies on breast milk substitutes
• Policy changePolicy change in hospitalsin hospitals• Monitoring & Monitoring & regulation of regulation of policiespolicies• Training/Training/ support of allsupport of all birth personnelbirth personnel• Radio and IPCRadio and IPC aimed at aimed at mothers -in-lawmothers -in-law• Mothers Mothers supportsupport groupsgroups
Exclusive BreastfeedingExclusive Breastfeeding
Some Common Factors Or Behavioral Determinants
• EXTERNAL– Access– Policy– Skills– Culture
• INTERNAL– Knowledge– Perceived risk– Consequences– Self-efficacy– Perceived
social norms– Attitudes – Intentions
BEHAVIORS OF PROFESSIONALISM
Learn “A B C D ”
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APPRECIATE
BENEFITS
+ CONSIDERATION
+ DRAW OUT OBJECTION
“A” QUALITY SERVICES
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ACCOUNTABLE
ACCESSIBLE
+ AFFORDABLE
“C E S S” …….
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CO-OPERATION
EMPATHY
+ SYMPATHY
+ SERVICE
“C I D” …….
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CHANGING SOCIAL ATTITUDE & PRACTICES
INVOLVE OPINION LEADEERS
+ DEAL WITH CONTROVERSIAL ISSUES
“C C C” …….
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CHARECTER
COURAGE
+ COMMONSENCE
“D D D” …….
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DELLIGENCE
DEDICATION
+ DEVOTION
“D I E” …….
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DEGINE
IMPLEMENT
+ EVALUTE
“D I P” …….
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INNITIATIVE
+ PATIENCE
DETERMINATION
“E P I C” …….
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EXPRESS YOURSELF TO AUDIENCE
PERSUADE YOUR AUDIENCE
+ INFORM TO YOUR AUDIENCE
+ CREATE LITARARY WORK
“F E E D” ……
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FEAR LESS
ENCOURAGE
+ ENJOY WORK
+ DOUBT LESS
“ FIVE Fs” …….
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FAST
FACTUAL
+ FRANK
+ FAIR
+ FRIENDLY
“GATHER” ….
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be “SMART”
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& make “TEAM”
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& to make “TEAM” develop COUNSELLING SKILLS COUNSELLING SKILLS
Attending SkillsAttending Skills
Responding SkillsResponding Skills
Personalizing SkillsPersonalizing Skills
Initiating SkillsInitiating Skills
Attending SkillsAttending Skills
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Sitting postureSitting posture
Angle & positionAngle & position
Eye contactEye contact
ListeningListening
ATTENDING SKILLSATTENDING SKILLS INVOLVEMENTINVOLVEMENT
Expresses Personally Expresses Personally relevant materialsrelevant materials
Expresses Self verbally Expresses Self verbally
Expresses Self non verbally Expresses Self non verbally
AppearsAppears
ListeningListening
Observing Observing
Positioning Positioning
Preparing Preparing
Helper Attending skills promote Helper Attending skills promote involvementinvolvement..
HelperHelper HelpeeHelpee
Attending : Skills Attending : Skills
Listening SkillsListening Skills
Focus on the content: WHAT? Focus on the content: WHAT? WHO? WHY? WHO? WHY?
Focus on the feelings & Focus on the feelings & manner of presentationmanner of presentation
Suspend personal values or beliefsSuspend personal values or beliefs
Suspend premature solutions/ Suspend premature solutions/ judgmentjudgment
RESPONDING SKILLSRESPONDING SKILLS EXPLORATIONEXPLORATION
Explores immediate Explores immediate reasons for feelingreasons for feeling
Explores immediate feelingsExplores immediate feelings
Explores immediate meaningExplores immediate meaning
Explores immediate Explores immediate situations situations
Responding to Responding to feeling plus reasonsfeeling plus reasons
Responding Responding to feelings to feelings
Responding Responding to meaning to meaning
Responding Responding to content to content
Helper Responding skills promote exploration.Helper Responding skills promote exploration.
HelperHelper HelpeeHelpee
Responding : SkillsResponding : Skills
INVOLVEMENTINVOLVEMENTATTENDING ATTENDING SKILLSSKILLS
PERSONALIZING SKILLSPERSONALIZING SKILLS UNDERSTANDINGUNDERSTANDING
Explores immediate Explores immediate reasons for feelingreasons for feeling
Explores immediate feelingsExplores immediate feelings
Explores immediate meaningExplores immediate meaning
Explores immediate situations Explores immediate situations
Personalizes goalPersonalizes goal
Personalizes Personalizes feelingsfeelings
Personalizes Personalizes problems problems
Personalizes Personalizes meaning meaning
Helper Responding skills promote exploration.Helper Responding skills promote exploration.
HelperHelper HelpeeHelpee Personalizing issues : SkillsPersonalizing issues : Skills
INVOLVEMENTINVOLVEMENTATTENDING ATTENDING SKILLSSKILLS
EXPLORATIONEXPLORATIONRESPONGING RESPONGING SKILLSSKILLS
INITIALING SKILLSINITIALING SKILLS ACTIONACTION
Takes Steps Takes Steps Dev Steps Dev Steps Chosen Courses of Action Chosen Courses of Action Defines Defines goalgoalUNDERSTANDINGUNDERSTANDING
EXPORATIONEXPORATION
Prog. Imp Prog. Imp Prog. Dev Prog. Dev Prob Solv Prob Solv Goal DevGoal Dev
PERSONALIZING PERSONALIZING SKILLS SKILLS
Helper Initialing skills promote action.Helper Initialing skills promote action.
HelperHelper HelpeeHelpee
Initiating Problem solving: SkiInitiating Problem solving: Skills lls
INVOLVEMENTINVOLVEMENTATTENDING ATTENDING SKILLSSKILLS
RESPONGING RESPONGING SKILLSSKILLS
Thank Thank youyou