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New communication strategies for health agencies and healthcare professionals

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New communication strategies for health agencies and healthcare professionals
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  ST3.2.1New communication strategies for health agencies and healthcare professionals 2nd Reporting PeriodWP3 Developing new communication strategiesResponsible Partner: BMJPGContributing Partners:Dissemination Level: PU TELL ME - Transparent communication in Epidemics: Learning Lessons from experience, delivering effective Messages, providing Evidence.Project co-funded by the European Commission within the 7th Framework Programme – HEALTH theme  ST3.2.1New communication strategies for health agencies and healthcare professionals Glossary National and local organisations in each country with the responsibility of protecting the public’s health and coordinating a response to an infectious disease outbreak such as a flu pandemic.Abbreviated to HCP and also known as a healthcare worker (HCW), this term is used to refer to all healthcare professions across primary, secondary and tertiary care. That is from the healthcare assistant all the way to the medical director.Emphasis on logical/valid arguments and justification by use of facts.Emphasis on the credibility of the source – character perceived as knowledgeable and moral.Emphasis on expression and emotion – arousing stimuli – use of colourful and vivid language to evoke emotions.The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory describing how attitudes are formed and changed, developed by Richard E. Petty and John Cacioppo during the early 1980s. The model examines how an argument's position on the elaboration continuum , from processing and evaluating (high elaboration) to peripheral issues such as source expertise or attractiveness (low elaboration), shapes its persuasiveness.Source: http://en.wikipedia.org/wiki/Elaboration_likelihood_modelA problem that is difficult or impossible to solve because of incomplete, contradictory, and changing requirements that are often difficult to recognize. The term wicked is used to denote resistance to resolution, rather than evil. Moreover, because of complex interdependencies, the effort to solve one aspect of a wicked problem may reveal or create other problems.Source: http://en.wikipedia.org/wiki/Wicked_problem Health agencies -Healthcare professional - Logos -Pathos -Ethos -Elaboration Likelihood Model -Wicked problem - Contents ST3.2.1New communication strategies for health agencies and healthcare professionals Glossary pp 3 Introduction pp 4-5 Section 1 -The research background pp 6-17 Section 2 -Segmenting healthcare professions, their role in outbreak communication and their information requirements pp 18-29 Section 3 -Communication strategies for health agencies pp 30-39 Section 4 -Local implementation of a participative strategy: a theoretical example pp 40-49 Section 5 -The practical application of a participative strategy pp 50-55 Section 6 -Peer-to-peer channels and socal media pp 56-63 Section 7 -Supporting healthcare professionals to engage with vaccine resistant patients pp 64-67 Section 8  -Bibliography and Appendix pp 68-79pp 3  Introduction ST3.2.1New communication strategies for health agencies and healthcare professionals As a part of the TELL ME communications toolkit this guidance document focuses on communication strategies tailored for health agencies to help increase the number of healthcare professionals (HCPs) who get vaccinated against flu.A summary of research into the communication of flu, the flu vaccine, and outbreaks is provided and gives the foundation upon which the subsequent guidance is based.Use of a participative strategy to help health agencies turn healthcare professionals from critical recipients of outbreak communications to active advocates of outbreak communications is described. Using a theoretical case study a practical picture is built of what the application of a participative strategy rich in pathos and ethos looks like.In turn, communication strategies for HCPs talking to non-vaccinated and vaccine resistant patients about flu vaccination are discussed, highlighting how different information and modes of persuasion fit sub-groups of patients.The appendices explore real-life case studies of developing communication networks for use in seasonal flu campaigns and outbreak communications. They describe local and national networks which provide information and support to HCPs and the public. These case studies exhibit how ethos, pathos and participation in the development, use and refinement of messages leads to positive communication outcomes.While the document has a focus on pandemic flu, elements such as the use of a participatory approach to outbreak communications planning and the use of social media to reach target audiences are relevant strategies for the majority of outbreak communication strategies.  ST3.2.1 pp 5  The research background ST3.2.1New communication strategies for health agencies and healthcare professionals Introduction pp 8 Healthcare professionals and the flu vaccine pp 9-11 Patients and flu vaccine pp 12-13 Health agencies current communication practices pp 14-15 A summary of the research background pp 16 Gaps in our knowledge pp 17  Section 1 pp 7

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Jul 23, 2017

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Jul 23, 2017
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