C. Sitthiamorn et J. Ngamvithayapongse, THE ROLE OF MEDIA AND COMMUNICATION IN IMPROVING THE USE OF DRUGS ANDOTHER TECHNOLOGIES, International journal of technology assessment in health care, 14(1), 1998, pp. 71-80
Citations number
49
Categorie Soggetti
Public, Environmental & Occupation Heath","Medical Informatics","Health Care Sciences & Services
Policy makers, health care providers, and the general public need vali
d information about the benefits and harmful effects of drugs and tech
nologies to be able to make rational choices in their acquisition, dis
tribution, and use. Effective communication is important for quality c
hoices of drugs and other technologies. In effective communication, th
e choice of messages and media must correspond to the culture and beli
efs of the target groups to make them comprehend and adopt the conclus
ions. Messages must be presented on a regular basis. Most regulatory a
gencies do not have enough resources to mount effective communication
programs. Private advertising agencies and other stakeholders have def
inite roles. Valid knowledge must be the basis of dialogues to reduce
emotional disputes among various benefit groups in society.