This presentation discusses hoe the HCWs improve their communication skills in the present era.
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Health Communication in Health Communication in
the 21the 21
stst
Century Century
Kevin B. WrightKevin B. Wright
Lisa SparksLisa Sparks
H. Dan O’HairH. Dan O’Hair
Overview of Communication Overview of Communication
and Healthand Health
Chapter OneChapter One
Overview of Communication and Overview of Communication and
HealthHealth
Arguments for the need to study health Arguments for the need to study health
communication.communication.
U.S. spends over $1 trillion per year on U.S. spends over $1 trillion per year on
healthcare.healthcare.
Over half of all U.S. deaths can be Over half of all U.S. deaths can be
attributed to preventable behavioral and attributed to preventable behavioral and
social factors (e.g. diet, exercise, etc.)social factors (e.g. diet, exercise, etc.)
Lack of health maintenance behaviors in Lack of health maintenance behaviors in
U.S. linked to mortality rates.U.S. linked to mortality rates.
Overview of Communication and Overview of Communication and
Health Health
Arguments for the need to study health Arguments for the need to study health
communication.communication.
The majority of health campaigns in the The majority of health campaigns in the
U.S. have only had limited success in terms U.S. have only had limited success in terms
of influencing health behaviors.of influencing health behaviors.
The rise of global health issues, terrorism, The rise of global health issues, terrorism,
and other concerns.and other concerns.
The increased use of new technologies in The increased use of new technologies in
health care.health care.
Overview of Communication and Overview of Communication and
Health Health
Defining health communication.Defining health communication.
World Health Organization defines health is a state World Health Organization defines health is a state
of completed physical, mental, and social well-of completed physical, mental, and social well-
being.being.
Communication is more difficult to define, but it Communication is more difficult to define, but it
possess characteristics such as a sender, receiver, possess characteristics such as a sender, receiver,
message, channel. Health communication can be message, channel. Health communication can be
assessed at many levels (interpersonal, assessed at many levels (interpersonal,
organizational, mass, etc.). organizational, mass, etc.).
A Brief History of Health A Brief History of Health
Communication ResearchCommunication Research
History of Health Communication History of Health Communication
ResearchResearch
Early research in the communication Early research in the communication
discipline began in the 1960’sdiscipline began in the 1960’s
Korsch & Negrete’s (1972) “Doctor-Korsch & Negrete’s (1972) “Doctor-
Patient Communication” is often cited Patient Communication” is often cited
as the founding article.as the founding article.
ICA formed the health communication ICA formed the health communication
division in 1975.division in 1975.
History of Health Communication History of Health Communication
ResearchResearch
The journal The journal Health CommunicationHealth Communication was first was first
published in 1989.published in 1989.
The The Journal of Health CommunicationJournal of Health Communication was first was first
published in 1996.published in 1996.
Since the 1990’s health communication Since the 1990’s health communication
continues to grow and diversify.continues to grow and diversify.
There are now many regional, national, and There are now many regional, national, and
international health communication international health communication
associations and conferences.associations and conferences.
Current Challenges to the Current Challenges to the
U.S. Healthcare SystemU.S. Healthcare System
Role of Health Communication Role of Health Communication
Research Research
Current Challenges/Role of Current Challenges/Role of
Health Communication ResearchHealth Communication Research
Aging populationAging population
Cultural diversity and healthcareCultural diversity and healthcare
Tension between traditional and new Tension between traditional and new
approachesapproaches
Biomedical modelBiomedical model
Biopsychosocial modelBiopsychosocial model
Current Challenges/Role of Current Challenges/Role of
Health Communication ResearchHealth Communication Research
Funding for health researchFunding for health research
Changes to health insurance and Changes to health insurance and
managed caremanaged care
The impact of new technologies on The impact of new technologies on
healthcarehealthcare
Provider-Patient InteractionProvider-Patient Interaction
Chapter TwoChapter Two
Provider and Patient Views of Provider and Patient Views of
Health and HealthcareHealth and Healthcare
Provider perspectiveProvider perspective
Provider trainingProvider training
Provider communication skills trainingProvider communication skills training
Challenges providers face in healthcare Challenges providers face in healthcare
deliverydelivery
Rising costs of healthcare and competitionRising costs of healthcare and competition
Impact of managed care on provider-Impact of managed care on provider-
patient communicationpatient communication
Provider and Patient Views of Provider and Patient Views of
Health and HealthcareHealth and Healthcare
Provider perceptions of patients and Provider perceptions of patients and
communicationcommunication
General perceptionsGeneral perceptions
Assessing patient cuesAssessing patient cues
Patient PerspectivePatient Perspective
Patient socializationPatient socialization
Everyday experiencesEveryday experiences
Mass mediaMass media
Patient perceptions and expectationsPatient perceptions and expectations
Patient uncertaintyPatient uncertainty
Problematic integration theory (Babrow, Problematic integration theory (Babrow,
2001)2001)
Patient needs and goalsPatient needs and goals
Provider-Patient InteractionProvider-Patient Interaction
Communication accommodation theory Communication accommodation theory
(Giles, Mulac, Bradac, & Johnson, 1987)(Giles, Mulac, Bradac, & Johnson, 1987)
DivergenceDivergence
ConvergenceConvergence
OveraccommodationOveraccommodation
UnderaccommodationUnderaccommodation
Outcomes of Provider-Patient Outcomes of Provider-Patient
CommunicationCommunication
Satisfaction with healthcareSatisfaction with healthcare
Adherence to treatmentAdherence to treatment
Physical and psychological health Physical and psychological health
outcomesoutcomes
Communication and Medical Communication and Medical
Malpractice LawsuitsMalpractice Lawsuits
Rise and cost of medical malpractice Rise and cost of medical malpractice
litigationlitigation
Provider-patient communication and Provider-patient communication and
medical malpractice litigationmedical malpractice litigation
Caregiving and Caregiving and
CommunicationCommunication
Chapter ThreeChapter Three
CaregivingCaregiving
Caregiver rolesCaregiver roles
Caregiving and changes in relationshipsCaregiving and changes in relationships
Communication issues surrounding Communication issues surrounding
symptom managementsymptom management
Communication challenges associated Communication challenges associated
with caregivingwith caregiving
Willingness to communicate concernsWillingness to communicate concerns
Communication of emotional supportCommunication of emotional support
Hospice and Palliative CareHospice and Palliative Care
History of hospice and palliative careHistory of hospice and palliative care
Dame Cicely Saunders—founder of hospice Dame Cicely Saunders—founder of hospice
movementmovement
Hospice services and careHospice services and care
Barriers to hospice careBarriers to hospice care
Palliative carePalliative care
PalliationPalliation refers to any treatment, care, or support refers to any treatment, care, or support
that relieves symptoms and sufferingthat relieves symptoms and suffering
Barriers to palliative careBarriers to palliative care
Attitudes Towards Death and Attitudes Towards Death and
DyingDying
Communicating with others about Communicating with others about
death and dyingdeath and dying
Advanced care directivesAdvanced care directives
Coping with the death of a loved oneCoping with the death of a loved one
Reactions to griefReactions to grief
Organ donationOrgan donation
Social Support and HealthSocial Support and Health
Chapter FourChapter Four
Types and Functions of Social Types and Functions of Social
SupportSupport
Types of supportTypes of support
Instrumental supportInstrumental support
Emotional supportEmotional support
Esteem or appraisal supportEsteem or appraisal support
Informational supportInformational support
Proactive and reactive supportProactive and reactive support
Positive and negative functions of Positive and negative functions of
supportsupport
Models of Social Support and Models of Social Support and
HealthHealth
Stress and healthStress and health
Physiological processesPhysiological processes
Stress and negative health outcomesStress and negative health outcomes
Stress and social supportStress and social support
Buffering model (Cohen & Wills, 1985)Buffering model (Cohen & Wills, 1985)
Direct effects model (Aneshensel & Stone, Direct effects model (Aneshensel & Stone,
1982)1982)
Models of Social Support and Models of Social Support and
HealthHealth
Coping strategies and health outcomesCoping strategies and health outcomes
Problem-focused copingProblem-focused coping
Emotional-focused copingEmotional-focused coping
Avoidance-focused copingAvoidance-focused coping
Perceptions of Support ProvidersPerceptions of Support Providers
Social comparison theory (Festinger, Social comparison theory (Festinger,
1954) and social support1954) and social support
Lateral comparisonsLateral comparisons
Upward comparisonsUpward comparisons
Downward comparisonsDownward comparisons
Reciprocity and social supportReciprocity and social support
UnderbenefittedUnderbenefitted
OverbenefittedOverbenefitted
Strong Tie Versus Weak Tie Strong Tie Versus Weak Tie
Support NetworksSupport Networks
Theory of weak ties (Granovetter, 1973)Theory of weak ties (Granovetter, 1973)
Communicating about illness in weak Communicating about illness in weak
tie vs. strong tie networkstie vs. strong tie networks
The Role of Communication in The Role of Communication in
the Social Support Processthe Social Support Process
Cognitive complexity and support provision Cognitive complexity and support provision
(Burleson, 1994)(Burleson, 1994)
Cognitive complexity and comforting Cognitive complexity and comforting
messagesmessages
Interactive nature of support provision Interactive nature of support provision
(Barbee, 1990)(Barbee, 1990)
Solve person’s problemSolve person’s problem
Support person emotionallySupport person emotionally
Dismiss person’s problemDismiss person’s problem
Escape from dealing with issueEscape from dealing with issue
Support Groups for People with Support Groups for People with
Health ConcernsHealth Concerns
Prevalence of support groupsPrevalence of support groups
Reasons why people join support Reasons why people join support
groupsgroups
Difficulties communicating about illness Difficulties communicating about illness
within traditional social networkswithin traditional social networks
Other factors influencing support group Other factors influencing support group
participationparticipation
Communication Processes within Communication Processes within
Support GroupsSupport Groups
Use of narrativeUse of narrative
Being helped by helpingBeing helped by helping
Culture and Diversity Issues Culture and Diversity Issues
in Healthcarein Healthcare
Chapter FiveChapter Five
Patient DiversityPatient Diversity
Increase in a variety of co-cultures in Increase in a variety of co-cultures in
the U.S. due to immigration the U.S. due to immigration
Cultural and language barriers to Cultural and language barriers to
healthcare.healthcare.
Impact on healthcare systemImpact on healthcare system
Cultural Differences in Concepts Cultural Differences in Concepts
of Health and Medicineof Health and Medicine
Cultural differences in attributions of Cultural differences in attributions of
illness/healthillness/health
AcculturationAcculturation
Informed consentInformed consent
Cultural differences of people born in Cultural differences of people born in
the United States.the United States.
Recognizing Cultural Diversity in Recognizing Cultural Diversity in
Health BeliefsHealth Beliefs
Effectively communicating with patients Effectively communicating with patients
from diverse cultural backgroundsfrom diverse cultural backgrounds
Barriers to providing culturally sensitive Barriers to providing culturally sensitive
health carehealth care
Alternative MedicineAlternative Medicine
History of alternative medicine in the History of alternative medicine in the
U.S.U.S.
Types of alternative medicineTypes of alternative medicine
Perceptions of alternative medicinePerceptions of alternative medicine
Benefits/limitations of alternative Benefits/limitations of alternative
medicinemedicine
Spirituality, Culture, and Spirituality, Culture, and
HealthHealth
Associations among spirituality, culture, Associations among spirituality, culture,
and healthand health
Religion and psychological/physical Religion and psychological/physical
health outcomeshealth outcomes
Religion and social supportReligion and social support
Social Implications of IllnessSocial Implications of Illness
Stigma and diseaseStigma and disease
HIV/AIDSHIV/AIDS
CancerCancer
AlcoholismAlcoholism
Mental illnessMental illness
Changing Social Perceptions of Changing Social Perceptions of
Health Issues through Comm.Health Issues through Comm.
Language usageLanguage usage
Use of narrativeUse of narrative
AdvocacyAdvocacy
Provider DiversityProvider Diversity
Specialization and unique provider Specialization and unique provider
culturescultures
Socialization processes and provider Socialization processes and provider
diversitydiversity
Communication and Health Communication and Health
OrganizationsOrganizations
Chapter SixChapter Six
Health Organizations as SystemsHealth Organizations as Systems
Characteristics of systemsCharacteristics of systems
InterdependenceInterdependence
HomeostasisHomeostasis
EquifinalityEquifinality
Types of Healthcare Types of Healthcare
OrganizationsOrganizations
Organizations concerned with financing and Organizations concerned with financing and
regulating health services and productsregulating health services and products
Centers for Medicare and MedicaidCenters for Medicare and Medicaid
Insurance and managed careInsurance and managed care
Organizations concerned with healthcare deliveryOrganizations concerned with healthcare delivery
HospitalsHospitals
Nursing homesNursing homes
Pharmaceutical companiesPharmaceutical companies
Professional organizations that influence other Professional organizations that influence other
healthcare organizationshealthcare organizations
Accreditation organizationsAccreditation organizations
Communication within Communication within
Healthcare OrganizationsHealthcare Organizations
Organizational information theory Organizational information theory
(Weick, 1979) and healthcare (Weick, 1979) and healthcare
organizationorganization
CyclesCycles
Double interact loopsDouble interact loops
Formal/informal communication networksFormal/informal communication networks
Upward/downward communicationUpward/downward communication
Healthcare Organizational Healthcare Organizational
CultureCulture
Cultural belief systems of healthcare Cultural belief systems of healthcare
organizationsorganizations
Promoting new healthcare Promoting new healthcare
organizational environmentsorganizational environments
Influences on Healthcare Influences on Healthcare
Organizational CommunicationOrganizational Communication
Pharmaceutical and biotechnology Pharmaceutical and biotechnology
companiescompanies
Direct-to-consumer marketingDirect-to-consumer marketing
PreceptorshipsPreceptorships
HIPPAHIPPA
Patient PrivacyPatient Privacy
HIPPA’s effect on medical researchHIPPA’s effect on medical research
HIPPA’s effect on providers and patientsHIPPA’s effect on providers and patients
Influences on Healthcare Influences on Healthcare
Organizational CommunicationOrganizational Communication
Medicare and MedicaidMedicare and Medicaid
Insurance and managed careInsurance and managed care
Traditional health insuranceTraditional health insurance
Health maintenance organizations (HMO’s)Health maintenance organizations (HMO’s)
Preferred provider organizations (PPO’s)Preferred provider organizations (PPO’s)
Effects of managed care on provider-Effects of managed care on provider-
patient relationshipspatient relationships
Provider Stress, Conflict, and Provider Stress, Conflict, and
Support within Healthcare Support within Healthcare
OrganizationsOrganizations
Stress and conflictStress and conflict
Effects of job stressEffects of job stress
Social support and stress in the Social support and stress in the
workplaceworkplace
New Technologies and New Technologies and
Health CommunicationHealth Communication
Chapter SevenChapter Seven
Health Information on the Health Information on the
InternetInternet
Health information accessHealth information access
Credibility issuesCredibility issues
Literacy issues/underserved Literacy issues/underserved
populationspopulations
New Technologies and Patient-New Technologies and Patient-
Patient CommunicationPatient Communication
Health-related web communities and Health-related web communities and
computer-mediated support groupscomputer-mediated support groups
Advantages and disadvantages of Advantages and disadvantages of
computer-mediated support groupscomputer-mediated support groups
Advantages/DisadvantagesAdvantages/Disadvantages
Social information processing theory Social information processing theory
(Walther, 1996)(Walther, 1996)
New Technologies and Provider-New Technologies and Provider-
Patient CommunicationPatient Communication
Email and wireless communicationEmail and wireless communication
Satellite technologySatellite technology
Wireless comm. devicesWireless comm. devices
Electronic recordsElectronic records
Disadvantages of new communication Disadvantages of new communication
technologiestechnologies
Telemedicine and ProvidersTelemedicine and Providers
Advantages of telemedicine for Advantages of telemedicine for
providersproviders
New Technologies and Provider-New Technologies and Provider-
Patient CommunicationPatient Communication
Potential for increased provider-patient Potential for increased provider-patient
interactioninteraction
Telemedicine and patientsTelemedicine and patients
Managed care organization efforts to Managed care organization efforts to
reach patients via the Internetreach patients via the Internet
New Technologies and Health New Technologies and Health
CampaignsCampaigns
Tailoring health messagesTailoring health messages
Advantages of message tailoringAdvantages of message tailoring
Process of message tailoringProcess of message tailoring
Mass Communication and Mass Communication and
HealthHealth
Chapter EightChapter Eight
Two Perspectives of Media Two Perspectives of Media
InfluenceInfluence
Cultivation Theory (Gerbner, Gross, Morgan, & Cultivation Theory (Gerbner, Gross, Morgan, &
Signorelli, 1982)Signorelli, 1982)
Uses and gratifications theory (Katz, Blumler, & Uses and gratifications theory (Katz, Blumler, &
Gurevitz, 1974)Gurevitz, 1974)
Needs fulfilled by the mass media concerning Needs fulfilled by the mass media concerning
healthhealth
Information seekingInformation seeking
Entertainment, diversion, and tension releaseEntertainment, diversion, and tension release
Media use to fulfill social needsMedia use to fulfill social needs
ConvenienceConvenience
Media Usage, Health Portrayals, Media Usage, Health Portrayals,
and Health Behaviorsand Health Behaviors
Unrealistic portrayals of health situationsUnrealistic portrayals of health situations
Unhealthy role models and the promotion Unhealthy role models and the promotion
of unhealthy behaviors in advertisingof unhealthy behaviors in advertising
The influence of media on eating habitsThe influence of media on eating habits
ObesityObesity
Eating disordersEating disorders
Media content and cosmetic surgeryMedia content and cosmetic surgery
Media content and acts of violenceMedia content and acts of violence
Media Usage, Health Portrayals, Media Usage, Health Portrayals,
and Health Behaviorsand Health Behaviors
The relationship between media and The relationship between media and
substance abusesubstance abuse
AlcoholAlcohol
Tobacco productsTobacco products
Media and sexual behaviorMedia and sexual behavior
Direct-to-consumer advertising of Direct-to-consumer advertising of
prescription medicationprescription medication
Health News Stories in the MediaHealth News Stories in the Media
Problems in the reporting of health Problems in the reporting of health
news storiesnews stories
Agenda-setting theory (Protess & Agenda-setting theory (Protess &
McCombs, 1991)McCombs, 1991)
HIV/AIDS as an exampleHIV/AIDS as an example
OverreportingOverreporting
UnderreportingUnderreporting
Health News Stories in the MediaHealth News Stories in the Media
Media bias and inaccuracies in Media bias and inaccuracies in
reporting health issuesreporting health issues
FramingFraming
Risk and Crisis Risk and Crisis
CommunicationCommunication
Chapter NineChapter Nine
Defining Risk CommunicationDefining Risk Communication
Risk communication versus crisis Risk communication versus crisis
communicationcommunication
Global and Large-Scale Health Global and Large-Scale Health
ThreatsThreats
Environmental threats/world hungerEnvironmental threats/world hunger
Environmental injusticeEnvironmental injustice
Natural disastersNatural disasters
HungerHunger
PandemicsPandemics
HIV/AIDSHIV/AIDS
SARS/Avian flueSARS/Avian flue
TerrorismTerrorism
At-Risk Communities with the At-Risk Communities with the
United StatesUnited States
Risk factorsRisk factors
Social statusSocial status
Social capitalSocial capital
Human capitalHuman capital
Communication strategies for dealing Communication strategies for dealing
with health risks with health risks
Dealing with the threat of HIV/AIDSDealing with the threat of HIV/AIDS
Dealing with the threat of terrorismDealing with the threat of terrorism
Coping with the psychological effects of terrorismCoping with the psychological effects of terrorism
Other Health Risk IssuesOther Health Risk Issues
Community-based health initiatives for Community-based health initiatives for
at-risk or marginalized populationsat-risk or marginalized populations
Risk communication strategies at the Risk communication strategies at the
provider-patient levelprovider-patient level
Health Campaigns and Health Campaigns and
Community Health InitiativesCommunity Health Initiatives
Chapter TenChapter Ten
Campaign GoalsCampaign Goals
Health awareness and behavioral Health awareness and behavioral
change campaignschange campaigns
Public policy approachesPublic policy approaches
Theoretical Approaches to Health Theoretical Approaches to Health
CampaginsCampagins
Social cognitive theory (Bandura, 1977)Social cognitive theory (Bandura, 1977)
Cognitive processes influencing health Cognitive processes influencing health
behaviorbehavior
Environmental influences on health behaviorEnvironmental influences on health behavior
Theory of reasoned action (Ajzen & Theory of reasoned action (Ajzen &
Fishbein, 1980)Fishbein, 1980)
Health belief model (Becker, 1974)Health belief model (Becker, 1974)
Extended parallel process model (Witte, Extended parallel process model (Witte,
1992)1992)
Theoretical Approaches to Health Theoretical Approaches to Health
CampaginsCampagins
Stages of change modelsStages of change models
Transtheoretical model (Prochaska & Transtheoretical model (Prochaska &
DiClemente, 1984)DiClemente, 1984)
Multi-stage model of behavioral change Multi-stage model of behavioral change
(Lippke & Ziegelmann, 2006)(Lippke & Ziegelmann, 2006)
The Process of Conducting a The Process of Conducting a
Health CampaignHealth Campaign
Audience analysisAudience analysis
Conducting audience analysis researchConducting audience analysis research
Available dataAvailable data
SurveysSurveys
Interviews/focus groupsInterviews/focus groups
Audience segmentationAudience segmentation
The Process of Conducting a The Process of Conducting a
Health CampaignHealth Campaign
Creating message contentCreating message content
Gaining audience members’ attention and Gaining audience members’ attention and
motivating them to actionmotivating them to action
Persuasive message appealsPersuasive message appeals
Other message considerationsOther message considerations
The Process of Conducting a The Process of Conducting a
Health CampaignHealth Campaign
Channel and message dissemination Channel and message dissemination
processesprocesses
Formative Campaign Formative Campaign
EvaluationEvaluation
Pilot testingPilot testing
Launching the campaign, process Launching the campaign, process
evaluation, and outcome evaluationevaluation, and outcome evaluation
Interdisciplinary Health Interdisciplinary Health
TeamsTeams
Chapter ElevenChapter Eleven
Interdisciplinary Health TeamsInterdisciplinary Health Teams
Diversity of healthcare professionalDiversity of healthcare professional
Importance of interdisciplinary teamsImportance of interdisciplinary teams
Continuum of health care teamsContinuum of health care teams
UnidisciplinaryUnidisciplinary
InterdisciplinaryInterdisciplinary
TransdisciplinaryTransdisciplinary
Model of Synergistic Healthcare Model of Synergistic Healthcare
TeamsTeams
Instilling a sense of ownershipInstilling a sense of ownership
Building and maintaining trustBuilding and maintaining trust
Building commitment to team and mission Building commitment to team and mission
(vision)(vision)
Sense of accomplishmentSense of accomplishment
Becoming performance basedBecoming performance based
Prioritizing and setting goalsPrioritizing and setting goals
Measuring resultsMeasuring results
Decision-making proceduresDecision-making procedures
Model of Synergistic Healthcare Model of Synergistic Healthcare
TeamsTeams
Developing team synergyDeveloping team synergy
Role congruenceRole congruence
Competent listeningCompetent listening
Participation and empowermentParticipation and empowerment
Conflict managementConflict management
Consensus buildingConsensus building
Emerging Health Emerging Health
Communication Contexts and Communication Contexts and
ChallengesChallenges
Chapter TwelveChapter Twelve
Health LiteracyHealth Literacy
Importance of understanding health Importance of understanding health
literacy issuesliteracy issues
Health literacy and health outcomesHealth literacy and health outcomes
Health literacy and provider-patient Health literacy and provider-patient
communicationcommunication
Breaking Bad NewsBreaking Bad News
Defining bad newsDefining bad news
Demographic effects on bad news Demographic effects on bad news
deliverydelivery
Current provider education in breaking Current provider education in breaking
bad newsbad news
Health Communication and Older Health Communication and Older
AdultsAdults
Getting older and experiencing health Getting older and experiencing health
problemsproblems
PresbycusisPresbycusis
Cognitive decline, Alzheimer’s disease, and Cognitive decline, Alzheimer’s disease, and
dimentiadimentia
Physical activity/mobilityPhysical activity/mobility
PolypharmacyPolypharmacy
Provider-older patient interactionProvider-older patient interaction
Stereotypes of older patientsStereotypes of older patients
Companions and provider-patient Companions and provider-patient
interactioninteraction
Managed care influences on provider-Managed care influences on provider-
older patient interactionolder patient interaction
Institutionalized Older AdultsInstitutionalized Older Adults
Nursing homes Nursing homes
Communication issuesCommunication issues