Mass media (internet) on Health and Family Welfare

3. The simplest definition of mass
communication is “public communication
transmitted electronically or mechanically.”
In this way messages are transmitted or
sent to large, perhaps millions or billions of
people spread across the world.

4. internet and mobile, are often called collectively as digital media &
radio and TV, as broadcast media.

5. Introduction
 Health care or healthcare is the maintenance or improvement
of health via the diagnosis, treatment, and prevention of
disease, illness, injury, and other physical and mental
impairments in human beings.
 Healthcare is delivered by health professionals (providers or
practitioners) in allied health professions, chiropractic,
physicians, physician associates, dentistry, midwifery,
nursing, medicine, optometry, pharmacy, psychology, and
other health professions.
 It includes the work done in providing primary care,
secondary care, and tertiary care, as well as in public health.

6. Family welfare
 The Ministry of Health and Family Welfare is an
Indian government ministry charged with health
policy in India.
 It is also responsible for all government programs
relating to family planning in India.
 It consists child and women.
 The Minister of Health and Family Welfare holds
cabinet rank as a member of the Council of Ministers.

7. • The wide reach offered by mass media is
phenomenal. It can target a global audience.
• In terms of newspapers and magazines, it can
reach a specified target group. Besides, it is easily
accessible.
• Certain types of media have a loyal fan following.
• This would mean that an advertiser, publication or
news channel would have a ready audience.

8. • We have the latest news and information at the click
of the mouse! The Internet is such a medium that it
can give many options for the kind of information
required.
• Television, movies, Internet and the radio are some
of the best forms of entertainment.
• It can be used for health care and family welfare
purposes in an effective manner.
Conti..

17. The series is based on a true story of culture clash. On a BBC blog site, Sanjeev Bhaskar
describes preparing for the role by talking with relatives who lived during the 1960s,
but also by having discussions with a doctor, Prem Subberwal, who emigrated from
India with his wife Kamini to work as an NHS doctor in a Welsh village.

23. Pulse Polio
An immunization campaign established by the government
of India in 1995-96 to eradicate poliomyelitis (polio) in
India by vaccinating all children under the age of five
years against polio virus.
In India, vaccination against Polio started in
1978 with Expanded Program in Immunization (EPI). By
1984, it was successful in covering around 40% of all
infants, giving 3 doses of OPV to each.
In 1995, following the Polio Eradication
Initiative of World Health Organization (1988), India
launched Pulse Polio Immunization Program along with
Universal Immunization Program which aimed at 100%
coverage.

24. “ do boondh zindagi Ki “

25. polio awareness advertisement

26. Recent advances:
 E-HEALTH
 TELEMEDICINE
 MEDICAL TOURISM
 MEDICAL INFORMATICS

27. E-health.

28. e-Health
 eHealth (also written e-health) is a relatively recent term for healthcare
practice supported by electronic processes and communication, dating
back to at least 1999.
 Usage of the term varies: some would argue it is interchangeable with
health informatics with a broad definition covering electronic/digital
processes in health while others use it in the narrower sense of
healthcare practice using the Internet.
 It can also include health applications and links on mobile phones,
referred to as m-health or mHealth.
 Since about 2011, the increasing recognition of the need for better cyber-
security and regulation may result in the need for these specialized
resources to develop safer eHealth solutions that can withstand these
growing threats.

29. Health care app

30. Health care app

31. Forms of e-Health
 Electronic health records: enabling the communication of
patient data between different healthcare professionals
(GPs, specialists etc.);
 ePrescribing: access to prescribing options, printing
prescriptions to patients and sometimes electronic
transmission of prescriptions from doctors to pharmacists
 Consumer health informatics: use of electronic resources
on medical topics by healthy individuals or patients;
 Health knowledge management: e.g. in an overview of
latest medical journals, best practice guidelines or
epidemiological tracking (examples include physician
resources such as Medscape and MDLinx);

32. Forms of e-Health
 Virtual healthcare teams: consisting of healthcare professionals who
collaborate and share information on patients through digital
equipment (for transmural care);
 mHealth or m-Health: includes the use of mobile devices in collecting
aggregate and patient level health data, providing healthcare
information to practitioners, researchers, and patients, real-time
monitoring of patient vitals, and direct provision of care (via mobile
telemedicine);
 Medical research using Grids: powerful computing and data
management capabilities to handle large amounts of heterogeneous
data.
 Healthcare Information Systems: also often refer to software solutions
for appointment scheduling, patient data management, work schedule
management and other administrative tasks surrounding health

33. Telemedicine

34. TELEMEDICINE
 Telemedicine is the use of telecommunication and
information technologies in order to provide clinical health
care at a distance.
 It helps eliminate distance barriers and can improve access
to medical services that would often not be consistently
available in distant rural communities.
 It is also used to save lives in critical care and emergency
situations.
 Although there were distant precursors to telemedicine, it is
essentially a product of 20th century telecommunication
and information technologies.

35. Conti..
 These technologies permit communications between
patient and medical staff with both convenience and
fidelity, as well as the transmission of medical,
imaging and health informatics data from one site to
another.
 Early forms of telemedicine achieved with telephone
and radio have been supplemented with
videotelephony, advanced diagnostic methods
supported by distributed client/server applications,
and additionally with telemedical devices to support
in-home care

36. Benefits of Telemedicine
 Telemedicine can be beneficial to patients living in isolated
communities and remote regions, who can receive care
from doctors or specialists far away without the patient
having to travel to visit them.
 Remote patient monitoring through mobile technology can
reduce the need for outpatient visits and enable remote
prescription verification and drug administration
oversight, potentially significantly reducing the overall cost
of medical care.
 Telemedicine can also facilitate medical education by
allowing workers to observe experts in their fields and
share best practices more easily

37. Conti..
 Telemedicine also can eliminate the possible
transmission of infectious diseases or parasites
between patients and medical staff.
 Additionally, some patients who feel uncomfortable in
a doctors office may do better remotely.
 For example, while coat syndrome may be avoided.
 Patients who are home-bound and would otherwise
require an ambulance to move them to a clinic are also
a consideration.

38. Types of Telemedicine
•Emergency telemedicine
•General health care delivery
•Telenursing
•Telepharmacy
•Telerehabilitation
•Teletrauma care
•Telecardiology
•Telepsychiatry
•Teleradiology
•Telepathology
•Teledermatology
•Teledentistry
•Teleaudiology
•Teleophthalmology

41. Telemedicine services

43. Medical tourism

44. Medical tourism via advertisement
 Medical tourism or health tourism is the travel of people to
another country for the purpose of obtaining medical treatment
in that country.
 Traditionally, people would travel from less developed countries
to major medical centers in highly developed countries for
medical treatment that was unavailable in their own
communities.
 The recent trend is for people to travel from developed countries
to third world countries for medical treatments because of cost
consideration, though the traditional pattern still continues.
 Another reason for travel for medical treatment is because some
treatments may not be legal in the home country, such as some
fertility procedures.

46. Impact of communication on family welfare
 It is also unclear why communication occurs and what
causes it. Lack of communication about family
planning may be associated with misperceptions about
a spouse's views on family planning, which, in turn,
may inhibit mutual decision-making.
 In a Zambian study, the odds that women used a
method covertly, rather than using no method, were
about four times as high among those who were not
comfortable talking to their spouse about family
planning as among others; furthermore, husbands'
disapproval of contraception appeared to work
through spousal communication, rather than having a
direct influence on covert use.

47. Conti..
 Men and women who do not communicate with their
spouse about family planning may not be aware that their
spouse views contraceptive use positively.
 In settings where family planning use is a sensitive issue
and overt spousal communication is uncommon, men and
women perceive such exchanges differently, and their
underlying motivations and these perceptions guide their
negotiation strategies with their partner.
 Other factors that may inhibit spousal communication are
household crowding, fatalism and perceived worthlessness
of such discussion, dominance of other relatives (such as
mothers-in-law) in reproductive decisions and
embarrassment about discussing family planning.

48. Impact of mass communication on family welfare
 Behaviour change interventions like mass media campaigns
intended to promote family planning may influence
psychosocial factors associated with spousal communication,
which in turn leads to family planning use.
 For example, in studies in Tanzania and Nepal, those who
were exposed to a media program and communicated with
their spouses held more accurate perceptions of their
spouse's attitude toward family planning than those who
were not exposed.
 Furthermore, partners in couples who communicate may
perceive their spouses to be more supportive, feel less
fatalistic about childbearing and more in control of their
reproductive decisions, and be less embarrassed about
discussing these issues with their spouses than partners in
couples who do not communicate.

49. Conti…
 By encouraging couples to discuss family planning issues,
these perceptions indirectly lead to family planning
adoption.
 In Tanzania, spousal communication about family
planning, which was stimulated by exposure to a radio soap
opera, played an important role in contraceptive adoption.
 However, spousal communication may be independent of
media exposure.
 Women who discuss family planning with their partner
may be more likely than others to use contraceptives, not
because they have been exposed to mass media messages
on family planning but because they want fewer children.

50. CASE STUDY
 Nepal, a small country located in the foothills of the
Himalayas, shares boundaries with India and the Tibetan
region of China.
 Nepal has a rich cultural heritage, and its society comprises a
diverse mix of ethnic groups, each maintaining its own ancient
cultural legacy. The predominant religion is Hinduism, though
Buddhism is also widely practiced.
 Matters related to family life, especially marriage and
childbearing, are for the most part dictated by traditions and
norms, even as the country's development progresses.
 Fertility has gradually decreased over the years in Nepal, with
the total fertility rate falling from 6.0 births per woman in the
mid-1970s to 4.6 in 1996.

51. Conti..
 Though use of family planning shows a corresponding increase,
it is still low. In 1996, only 29% of currently married women were
using a contraceptive method, including 26% who were using a
modern method.
 Female sterilization was the most widely used method (12%),
followed by male sterilization (6%), injectables (5%), condoms
(2%) and pills (1%).
 Fertility decline has been considered a priority in the country,
and many programs to increase knowledge and use of family
planning have been implemented over the past couple of
decades.
 High levels of unmet need for family planning were identified in
the country in the early 1990s; in 1996, 31% of currently married
women in Nepal had an unmet need for services.

52. Conti..
 This substantial level of unmet need led to the development of
the Radio Communication Project, an intervention consisting of
two entertainment-education radio serials, supplemented with
radio spots, national-level orientation workshops, district-level
training workshops and print materials.
 The radio serials are Cut Your Coat According to Your
Cloth, directed at couples of reproductive age, and Service Brings
Rewards, a distance education program for family planning
service providers. The programs were developed to work
synergistically, by improving the demand for and the supply of
family planning services.
 Other field-level monitoring and supervision activities, as well as
periodic evaluation of health workers through pretests and
posttests, have helped strengthen the project's impact.

53. Conti..
 Cut Your Coat According to Your Cloth has been broadcast
nationally on Radio Nepal once a week since December
1995.
 The story revolves around the lives of families in a fictional
village in rural Nepal.
 The serial aims to improve perceptions of health workers,
reposition contraception away from its historically narrow
association with sterilization and toward a broader notion
of the well-planned family, and model men and women
from two generations of families actively seeking better
health conditions for themselves and their village.

54. Conti…
 It provides information on specific contraceptives,
pregnancy and birthspacing, and deals with broader
issues that influence family planning use, such as
gender bias, family planning decision-making and
improving perceptions of family planning users.
 Stories and characters introduce new ideas and
attitudes related to planning a family, counteract
negative stereotypes and beliefs, and use culturally
relevant life experiences and Nepali proverbs to project
a positive attitude toward family planning.
 Spousal communication is a major theme of the serial.

55. Conti…
 It is interwoven into the story, and several episodes have
been dedicated to the topic.
 Positive spousal communication behaviours are promoted
through role models such as the vibeki logne, the
responsible and concerned husband who cares for his wife's
health.
 The vibeki logne communicates with his wife on family
planning use, listens to her concerns, asks for her
suggestions and values her opinions.
 Service Brings Rewards aims to improve health workers'
knowledge and skills for family planning service delivery.
 The program covers a range of topics, including family
planning counselling techniques and technical information
on various contraceptive methods.

56. THANK YOU