A health communication model of sook enterprise, Thai health promotion foundation

Abstract

This thesis entitled “A Health Communication Model of Sook Enterprise, Thai Health Promotion Foundation” was designed to achieve the following objectives: 1) to study key factors in designing message of health communication for Sook Enterprise, 2) to study communication channels and key drivers in health communication to foster participation in Sook Enterprise, and 3) to present a health communication model for Sook Enterprise to enhance public health promotion to improve well-being of Thai citizen. This qualitative research consists of three steps: Step 1: review related literature and studies to study key factors in designing message, communication channels, and key drivers in health communication. These findings are used to formulate in-depth interview questions. Step 2: conduct in-depth interviews with two main target groups of Sook Enterprise, namely 6 individuals from a business-to-business group working in employee well-being and intra organizational communication, and 10 individuals from a business-to-consumer group participating in the “Mission Challenge: Reduce Belly Fat, Reduce diseases.” Step 3: conduct focus group interviews and workshops with Sook Enterprise’s management committee, consisting of 7 members, to explore message, communication channels, and key drivers for effective health communication in the current era, aiming for higher participation and behavior change related to well-being. Based on the study, the key findings include: 1) Key factors in designing health communication message are stimuli, motivation, capability and resource appraisal, outcome variables, and cues in the message, namely persuasive techniques, such as the use of puzzles, fear approach, storytelling, and a variety of information sources and reference groups. 2) Key factors in health communication channels and key drivers for promoting participation in health communication include relevance to target group interests, blended value communication, adaptability to changing environments and contexts, and achieving deep impact or sustainable outcomes by addressing root causes. 3) The health communication model for Sook Enterprise to enhance health promotion and people’s well-being comprises four operational and communication platforms namely: “Collaboration Platform” for searching partners, brainstorming, fundraising, and resource mobilization; “Learning Platform” serving as a knowledge repository, database and a research hub, learning media, learning activities, and knowledge and skill development projects; “Solution Platform” providing consultation on communication strategies, problem-solving, project development, or activities that support sustainable well-being; and “Health Innovation Platform” for screening, collecting, and distributing high-quality health products and innovations at accessible prices for a wider reach.