Accelerating the Use of Findings from Patient-Centered Outcomes Research in Clinical Practice to Improve Health and Health Care Proceedings of a Workshop Series (2022) / Chapter Skim
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11 Workshop 4, Session 1: Effective Communication Tools
11 Workshop 4, Session 1: Effective Communication Tools
Pages 95-106
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From page 95... ...
• It is important to have a multifaceted legal and policy approach to advance health equity. (Hunter)
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From page 96... ...
Those areas are prevention and improved care of patients with chronic conditions; improving patient and family and provider experience of care to enhance trust in the health care system; promoting high-value, safe care that is aligned with national health priorities, which can change over time; and primary care transformation. TRANSLATING POLICY AND PATIENT-CENTERED OUTCOMES OUTSIDE THE INSTITUTIONAL BUBBLE Manisha Sharma, cofounder and chief strategy officer for CentiVox Media Group, began by explaining that one of the major barriers for communicating patient-centered outcomes effectively is that while the research and academic communities like to see practical uses of their research, those communities tend to limit communications regarding their research findings to the academic and research settings.
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She also suggested development of public relations strategies that include considering effective strategies for translating research by involving crosssector collaborators who can help the communications department translate research findings into information that is meaningful to the target community or communities. PERSPECTIVES IN HEALTH COMMUNICATION Monica Ponder, assistant professor of health communication and culture in the Cathy Hughes School of Communications at Howard University, began by explaining that some communities are in a constant state of crisis, which makes it challenging to communicate about health-related issues with them through the noise, unrest, and social inequities that are affecting those communities (Ponder, 2022)
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From page 98... ...
This includes addressing policy and environmental levers and shifting collective behavior before people reach a state of distress. It is important that communications reflect an ecological approach that includes both individuals and FIGURE 11-1 The public health impact pyramid SOURCE: Adapted from Frieden, T
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. Ponder said that when engaging in a communications project, it is important to center community voices in terms of their experiences and apply an ecological approach to understand social determinants and the structural elements that affect how people perceive and access information.
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Hunter's particular areas of specialization are the use of legal and policy strategies to promote health and racial equity, the structure and governance of public health agencies, and civic engagement as a health equity strategy. Hunter added that budgets are an important policy tool because a budget communicates values.
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Implementing, enforcing, and defending local and national policy solutions will accelerate the uptake of evidence into practice and policy surveillance, Hunter said, and evaluation will tie into building data measurement and analytic capability. Hunter concluded by emphasizing the following: there are many ways to affect law and many types of law to affect, it is important to develop a multifaceted legal and policy approach to advance health equity, and strategic advocacy and communication are useful means of changing law and policy.
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She suggested considering the legal obligations of the health department and other health care organizations to provide information in the languages spoken commonly in the community. She added that a proactive approach to hiring translators and interpreters and issuing communications that are accessible to the community is also important, as well as efforts to help people understand what reliable information is.
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Considering Community Communicators Jen Brown asked the panelists to speak about the role of community media and how AHRQ could support researchers to engage with community media. Ponder recommended connecting with journalism advocacy groups such as the National Association of Black Journalists and the National Association of Hispanic Journalists for help making connections to community media.
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There are many physicians and nurses, she said, and people with lived experiences who are dynamic communicators and are relatable, reliable, and trusted messengers that are communicating through social media but who are not at a big academic or governmental institution. Hunter noted that local, state, and federal health agencies often have multiple levels of approval for communications.
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This requires researchers to engage in thoughtful communication strategies to ensure information is shared via accessible sources. Hunter noted that social medial can be a useful tool for communicating health information as well as health care policy related information.
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She emphasized the importance of developing processes that facilitate bidirectional conversations with stakeholders to gain feedback regarding existing projects and identify future research priorities. Sharma emphasized the need to seek diverse leaders, which may require considering experts outside their professional networks.
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