Promoting Rational Drug Use in the Community Developing a country plan

Promoting Rational Drug Use in the Community

Developing a country plan

Developing a country planPromoting Rational Drug Use in the Community WHO

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Objectives

1. To summarise the research methodologies, problem prioritisation process identified in the first week of the course

2. To use this information as the basis for a public education intervention

3. To develop a detailed intervention plan in country groups

4. To practise communication skills by presenting a country plan


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Step 1 Describedrug use and identify

problems

Step 4Select and

developintervention

Step 5 Pretest

intervention

I mprove intervention

I mprove int

erventi

on

Step 3 Analyseproblems and identify

solutions

I mpr

ove a

nalys

is

Step 7Monitor and

evaluateintervention

Step 2 Prioritiseproblems

Step 6 Implementintervention

Steps in an effective communication intervention


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Key components of a communication plan1. Introduction

1. Briefly describe rapid appraisal you have undertaken (methods: sources of info).

2. List core problem and related factors & stakeholders involved (problem analysis diagram)

3. Indicate which factor(s) will be addressed by this communication intervention plan

2. Communication Intervention (3 pages)1. Communication objectives2. Target audience3. Likely constraints and likely facilitating factors4. Mix of communication channels5. How materials will be pretested6. Collaborating institutions/potential donors7. Monitoring in evaluation8. Documenting/disseminating results

3. Timeline & Budget (2 pages)


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Presentation of “country” plans

Prepare a handout to be distributed among all participants (max. 6 pages).

Prepare presentation (max 10 minutes)- use slides - mention main points - do not read everything you wrote in handout - select a good presenter

Criteria to judge the quality of proposal and presentation:– overall clarity– internal consistency– awareness of limiting and facilitating factors– suitability of selected interventions of target audience– feasibility (money, time, staff)– application of good communication skills.


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Communication objectives

An objective should be: meaningful, based on the priority

behaviours to be changed realistic clear measurable ranked (because not all objectives are

equally important consistent over time


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Communication objectives continued

Objectives are best stated in terms of: access (to material or to a medium) exposure to a message awareness/knowledge (of a product,

skill, issue) trial of a behaviour adoption (continued practice of a

behaviour)


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Possible constraints/barriers

cultural gender geographical financial availability of trained staff time


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Possible facilitating factors

political financial possible partnerships new personnel/organizations coverage by the media


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Mix of communication channels (media mix)Base on: Audience : its level of education its access to information technology

its media usage patternsCommunication objectives:

To inform/raise awarenessTo motivate/change/reinforce behaviourTo teach specific skills

Channel characteristics: To what extent does the channel allow for

dialogue exchange


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Mix of communication channels (media mix continued)

Some possibilities: Printed materials: posters, flyers,

pamphlets, brochuresMass media: radio, television, newspapersInterpersonal (face to face): shopkeepers,

clinics, schools, community meetings, women’s groups


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Media mix continued

Media mix determines: Which channels will be used for each message

and for each target audience. Different media may reach different segments of the audience

What particular role each channel will play: dialogue, credibility, coverage, reminder, educator

With what frequency each channel will be used How channels are combined and mutually

supportive


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How materials will be developed and pretested Has the target audience been involved

in the materials development? Do they understand the material and

products? Do they feel that the materials are

relevant to them? Is there anything culturally offensive? Does the target audience find the

materials attractive/interesting?


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Possible partners/communication resources Ministry of Health, Health Education Unit Government radio and TV stations and

other public sector expertise NGOs Universities Advertising agencies Market research agencies Long/short-term consultants International agencies, donor foundations


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Monitoring and evaluation

Monitoring Are the target audiences receiving

materials/ messages? Are they using the materials and

learning from them? Is the programme on schedule? If not,

why not? Will programme delays have

implications for other activities?


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Monitoring and evaluation continued Evaluation What mix of quantitative and qualitative

evaluation will you use? (evaluation indicators must closely reflect programme objectives)?

Reporting/publishing: how will you share information gained?

Activities Duration Period

Required human Resources:

Available human resources:

Project ___________________________________

Timeline


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Budget

Funding will be needed for: Research (including baseline data on the

audience pretesting, monitoring, evaluation)

Materials and development Broadcast costs Printing costs Distribution costs Interpersonal communication costs, eg.

training/supervision Technical assistance

Documents

Promoting Rational Drug Use in the Community Developing a country plan