Promoting Rational Drug Use in the Community
Developing a country plan
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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