Communicating for better health

The Department of Health (DOH) is urgently encouraging everyone to avail of nearly half a million bivalent vaccines before they expire in August. Initially just allotted for medical frontliners, senior citizens and those with comorbidities, only 38 percent of the available 390,000 doses had been administered as of July. The lifting of public emergency regulations may have contributed to the slow uptake; fostering a sense of complacency even among members of vulnerable groups who could benefit from the enhanced protection. This situation underscores the significance of effective science communication strategies, particularly in dispelling myths and promoting informed decision-making within the public health domain.

One possible barrier is the assumption that data speaks for itself. Medical practitioners might presume that presenting the facts would automatically translate into the desired behavior or level of understanding. In reality, different people could form different conclusions even when confronted with the same evidence. I still remember the aggressive online debates that transpired in early 2020 as to whether COVID-19 was airborne or not, after news outlets covered a study that found aerosol transmission in hospital settings. The precision of scientific language, while important, could also be the source of misinformation if there is no clear strategy on how to communicate it to nonexpert audiences.

A 2022 research conducted by the University of Minnesota Medical School found that the language used by doctors and medical practitioners is often misunderstood by patients and their families. An example cited in the study is how the word “impressive” is used in the medical context. Many of us associate the term with a positive outcome— synonymous with admirable or excellent. However, if a doctor uses “impressive” to describe your chest x-ray, it typically means that the results are worrisome.

Dr. Jennifer Ignacio, a physician who has served both in the United States and the Philippines, and is passionate about medical outreach in underserved communities, shared how doctors need to be more conscious of adjusting and adapting to the person they’re talking to. “Apart from speaking in the language that the patient is comfortable with, I really put a lot of care and effort in choosing which words to use, to make sure they understand me fully.” When patients are confused, it could make them feel vulnerable and uneasy, making it more difficult to trust that the medical practitioner has their best interests at heart.

It is crucial to improve how we teach health and science communication. Currently, many doctors and nurses just learn through trial and error, and students learn by observing mentors while doing their bedside rounds. This skill set needs to be taught more explicitly. Apart from learning how to check for understanding, medical practitioners must also be trained to have empathetic conversations—particularly how to effectively navigate divisive topics like vaccines. Researchers must also master the art of explaining their findings in simpler language that resonates with the general public. Instead of depending on scientific jargon, they should be trained on how to proactively tailor their messaging to the background and context of their intended audience. This will help ensure that crucial health information is disseminated effectively across society.

Connected to this is the need to incorporate health and science communication into mass communication studies, as well as to provide specialized courses for media practitioners. This could empower a new generation of communicators who know how to bridge the gap between complex science concepts and public understanding. It is also worth noting that in the age of participatory media, who a person considers as a trusted source of information is not necessarily those with the most expertise, but those they find relatable due to shared values. Tapping as advocates the influential voices in social media, podcasts, and online channels is an indispensable approach to engendering faith in public health measures.

As DOH sets its sights on the possibility of procuring another batch of bivalent vaccines, there must also be a more concerted effort to develop clear and timely information campaigns that could provide guidance and help address vaccine hesitancy among members of the population who would significantly benefit from a booster dose. By adopting communication strategies that build greater trust and confidence, we also pave a path toward a more resilient, more informed, and healthier society for all.

eleanor@shetalksasia.com