The document discusses strategic communication for change management in health. It begins by explaining the concepts of change management and strategic communication at the organizational and individual levels. It then outlines seven steps for developing an effective strategic communication plan: 1) understanding the problem and context through situation analysis, 2) understanding the audience, 3) defining goals and objectives, 4) developing key messages, 5) selecting communication tools and channels, 6) implementing the communication program, and 7) developing an evaluation plan. The document provides examples and details for each step. It also discusses how to communicate for policy change through the use of policy briefs, outlining their purpose and typical structure.

1. Change
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Assist.Prof.Penkarn Kanjanarat, Ph.D.
Department of Pharmaceutical Care
Faculty of Pharmacy

2. Learning objectives: students will be able to
1) Explain concept and process of change management
2) Explain strategic communication
 Organizational level
 Health behavior at individual community
3) Apply communication concept and processes to health
project/intervention
4) Explain purpose and structure of policy brief

3. Why change?
Harvard Business School online. 5 CRITICAL STEPS IN THE CHANGE
MANAGEMENT PROCESS

4. Communication for Health (C4H)

5. What is Strategic
Communication?
The design of action plans intended to promote voluntary changes in
behavior among stakeholders whose endorsements are critical to a
reform initiative’s success.

6. Strategic Communication Goals
• Change behavior, to prompt people to do
something different.
• individuals
• groups of people within an organization
• a mass of communities within a society, or an
entire nation
• Behavior change encompasses change in
beliefs and attitudes.
• New beliefs, attitudes, and behaviors
adopted by large groups of people in a
society shape that society’s social norms.

7. How to communicate
strategically
• Use the tools of persuasion and
negotiation—rather than the power of
laws, coercion, or incentives—
• Identify involved parties’
(stakeholders) underlying interests
and promote their understanding of
and support for a proposed reform.

8. 1. Understanding Problems and Context (Situation analysis)
• To understand the scope of the problem
• Asking questions!
• What is really going on?
• What is the size of the problem?
• How is affected by the problem?
• What is the level of media access in the target
group?
• How?
• Focus group interview
• Observation of the situations
• Descriptive survey
• Individual interview
• Research

9. 2. Understand your audience
• Difference audiences
have different
interests and
behaviors and
preferences to
change!
• Look at their
demographics, e.g.,
age, gender, income,
education
• Readiness to change

10. Stakeholder Analysis
• Stakeholders: persons/group/organizations who have something to
gain or lose through the outcomes of a planning process or
implementing project.
• Stakeholder identification and engagement is important so that the
impact of actions and policy can be optimized.

11. Stakeholder analysis process
• Step1: Brainstorming meeting of key persons/main actors to identify
stakeholders

12. Stakeholder analysis table

13. Stakeholder analysis process
• Step 2: classify stakeholders
according to their interest and
power to change
Onion model of stakeholder relationship

14. 3. Define goals and objectives
• Knowledge only might not be enough to change the behaviors.
• Creating environment that encourage behavioral change might be
necessary
• Determine the goals of the project or interventions
• Determine objective or actions that are needed to achieve the goals
• Examples:
• Goal: reduce self-medication of antibiotic for common illnesses of public
• Objective:
• To help public gain new knowledge on AMR
• To acquire more positive attitudes toward the alternative intervention

15. 4. Developing
key message(s)
• Knowledge might not
be strong enough to
create behavior change.
• Designing
communication
message using 7 C’s
concept.

16. Case studies of key message in
health communication
 AMR
 Colon cancer

19. Communication Tools and Channels

20. 5. Communication Tools and Channels
• How to best reach the target audience.
• Tools and channels:
• Print materials
• Radio/TV show or spot
• VDO
• New technology:
• Internet: website
• Social media
• SMS
• Designing graphic, layout,
and storyline.
• Onsite activities
• Community center, e.g., temple, school, market, shopping mall
• Organized location/event, e.g., meeting room at a primary care center, festival
Picture source: YALI Network. Lesson 3: Building a Public Health Communication
Campaign

21. Choosing tools
and Channels
• Ongoing activities of the target audience and cultural appropriateness
• How often the target audience will receive the message
• Mode of delivery according to literacy of the audience
• Recommend using mixed channel for communication
• Seek help from professional media creators to create the tools

22. 6. Implementing health communication program
• Designing the whole implementation
processes and monitoring
• Identify potential partners to implement
the program, e.g., policy makers, public
administrator, private organizations, NGOs,
healthcare providers, teacher, and religious
leaders.
• Creating timeline of the implementation
• Assign responsibilities
• Develop budget plan for the
implementation
• Design monitoring plan whether the
message delivered as intended.

23. 7. Developing an Evaluation Plan of Health Communication
• Overall success of the program
• Direct and indirect effect
• Intended and unintended effect
• Short-term and long-term effect
• How do you expect change to occur?
• Which measurement would capture the effect of the program?
• What measure that represent the goal of the program?
• Measure baseline and follow-up/end of program.
• Writing a report and make it available for intended audience,
public/community.

24. How to communicate for
policy change: A Policy brief
What are policy briefs?
• a concise summary of a particular issue, the policy options to
deal with it, and some recommendations on the best option.
• Target audience: government policymakers and others who
are interested in formulating or influencing policy.
• Policy briefs can take different formats.
• A typical format is a single A4 sheet about 700 words.
• Attractive design with 1-2 photos/diagram/graph
• Other formats: longer briefs (up to 8 pages, or 3,000
words) and other formats.

25. Types of policy briefs:
• Advocacy brief: argues in
favour of a particular
course of action.
Objective brief: gives balanced information for the
policymaker to make up his or her mind

26. What should a policy brief do?
• Provide enough background for
the reader to understand the
problem.
• Convince the reader that the
problem must be addressed
urgently.
• Objective brief: Provide
information about alternatives
(in an objective brief).
• Advocacy brief: Provide
evidence to support one
alternative.
• Stimulate the reader to make a
decision.
• Be short and to the point.
• Focus on a particular problem or issue.
• Provide enough information for the reader to
understand the issue and come to a decision.
Don’t go into the detail.
• Be based on firm evidence.
• Focus on meanings, not methods.
• Readers are interested in the evidence and
your recommendation.
• Relate to the big picture.
What should a policy brief contain?

27. Structure of policy brief
• Title
• Summary
• Recommendations
• Introduction
• The body (the main text)
• Policy implications
• Conclusions
Note: to make PB attractive, boxes and
sidebars, cases, tables, graphics, and
photographs can be added.

28. Group assignment: Health service communication planning
14:30-15:30 group discussion
• Work in a group of 3 in breakout rooms
• Choose one project from the group members
• Use the communication handbook to plan for communication
• Prepare for a presentation
15:30-16:00 Group presentation for 5 minutes + Q&A 5 minutes/group