BIBLIOGRAPHY BAWAS, JANICE S. April 2008....
BIBLIOGRAPHY
BAWAS, JANICE S. April 2008. Communication Strategies Used by the Rural
Health Unit in Bakun, Benguet. Benguet State University, La Trinidad, Benguet
Adviser: Filmore Y. Awas, BSc
ABSTRACT
The study determined the programs being implemented by the Bakun RHU;
determined the programs that the community are aware of; determined the
communication strategies used in disseminating these programs; determined the level of
effectiveness on the communication strategy used as perceived by respondents; and
determined the problems encountered by the community and the RHU personnel on the
communication strategies applied by the Bakun RHU.
The study was conducted in the chosen barangays of Bakun from December 2007
to January 2008 using an interview schedule through purposive quota sampling. The
criteria considered for the selection were 15 years old and above and stayed in the
locality for at least two years. Respondents were 50 community people and 12 RHU
Personnel.
Among the 50 respondents, thirty-four or 68% were female and thirty-seven of
the total respondents were married. As to their educational attainment, half of the total
population reached high school and majority (31 or 62%) were engaged in farming.
According to the chi-square test results, it shows that all the socio-demographic
profile of the respondents except sex bears no significance to the awareness of the health
programs.
Great majority of the respondents were aware of the health programs and the
RHU personnel were their main source of information.
Interpersonal communications (purok class, seminar, individual teaching) were
the most common communication strategies used by the RHU as perceived by the
respondents and the RHU personnel.
Purok class is a lecture/discussion held in the community initiated by the midwife
to discuss health programs and other health concerns usually done per sitio.
Poor cooperation and having a place far from the training area were the main
problems encountered by the respondents. For the RHU personnel, poor cooperation, lack
of interest and difficult transportation were the top three problems they encountered.
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
INTRODUCTION
Rationale. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Scope and Limitations of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
REVIEW OF LITERATURE
The Rural Health Unit. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Communication Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Effectiveness of Communication Strategies. . . . . . . . . . . . . . . . . . . . . . . . 7
Problems Encountered by Implementers . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Problems Encountered by Beneficiaries. . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
METHODOLOGY
Locale and Time of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Respondents of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Data Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Data Gathered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Data Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
RESULTS AND DISCUSSION
Programs of Bakun RHU . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Respondents’ Awareness of
Health Programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
.
Significance of the Respondents’
Demographic Profile on the
Awareness of the Health programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Communication Strategies
Used by the RHU Personnel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Communication Strategies Used by
the RHU in Implementing RHU
Programs Perceived by the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . 20
Strategies Used in Disseminating
Health Programs Perceived as
Effective by the RHU Personnel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Effectiveness of Strategy Used
as Perceived by the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
.
Respondents’ Sources of
Information of the Health Programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Problems Encountered by the
Respondents in the Use of
Identified Communication Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Problems Encountered by the RHU Personnel
With the Use of the Communication Strategies. . . . . . . . . . . . . . . . . . . . . 26
Page
Respondents’ Reason for not Being
Aware on Some of the Programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Suggestions for Information
Dissemination Improvement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
LITERATURE CITED. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
APPENDICES
Appendix A. Interview Schedule for Community Respondents . . . . . . . . . 34
Appendix B. Interview Schedule for RHU Personnel . . . . . . . . . . . . . . . . 40
INTRODUCTION
Rationale
Information plays a vital role in the community. It creates change in perception
and makes right decision to fulfill their goals. These informations can be acquired
through information materials and other communication strategies.
Information strategies are essential form of communication in any public
involvement process. The substance of material can be factual or present a point of view.
It summarizes large amount of information simply and in straight forward fashion
(Anonymous, 2004 as cited by Domes, 2007).
Different communication strategies are now being used by different
organizations and groups to relay ideas, concepts, and services among other people in the
community.
A communication material, as one strategy, combines approaches and methods
that enable individuals, families, groups, organizations, and communities to play active
roles in achieving, protecting, and sustaining their health (UNFPA, 1999).
In Bakun, Benguet, the Rural Health Unit (RHU) also uses certain strategies to
disseminate information. The RHU is conducting mother class to educate mothers on
health education. Aside from this, the RHU is conducting programs and check-ups to
school children to maintain and improve their good health.
However, the morbidity cases in the municipality continued to increase.
According to the Rural health Unit (RHU) record, morbidity cases from 2001-2006
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increased from 23.4% to 36.43%. Also, it continues to increase from the first to third
quarter of 2007.
On the other hand, Bakun is a fourth class municipality where transportation and
trade is not easily accessible. The barangays and even sitios are far apart. Some parts can
be reached by vehicles but it is not easy because PUJ’s are scheduled unless you have
your own car. Moreover, there is a need to walk for a couple of hours and even more
inorder to reach the other parts of the municipality. Aside from these, radio is the main
communication system but not all of them have radio.
Based on the given data, there is a need to determine the communication
strategies used by the Bakun RHU and how they handle the programs despite the distance
from the health stations to the community.
Statement of the Problem
The study aimed to answer the following questions:
1. What are the health programs being implemented by the Rural Health Unit of
Bakun?
2. What are the health programs that the community are aware of as affected by
their socio-demographic profile?
3. What are the communication strategies in disseminating these health
programs?
4. What is the level of effectiveness on the communication strategies used by
the RHU as perceived by the respondents?
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5. What are the problems encountered by the RHU personnel and the
respondents on the communication strategies applied by the RHU of Bakun?
Objectives of the Study
The study aimed to:
1. determine the health programs being implemented by the Rural Health Unit of
Bakun;
2. determine the health programs that the community are aware of as affected by
their socio-demographic profile;
3. determine the communication strategies in disseminating these health
programs;
4. determine the level of effectiveness on the communication strategies used by
RHU as perceived by the respondents; and
5. determine the problems encountered by the respondents and the RHU personnel
on the communication strategies applied by the RHU of Bakun.
Importance of the Study
The study is important in helping the implementers determine the effectiveness of
the communication materials they use in their program/campaign. It will also help them
determine what strategy is best fit for a certain health issue.
Results will also serve as reference to other researchers who will be dwelling on
the same scope of study.
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Scope and Limitations of the Study
The study focused on the communication strategies used by the Bakun RHU in
disseminating health issues and its effectiveness to the beneficiaries.
Moreover, evaluation of the communication strategies used was not included in
the study and programs were generalized during the interview.
The study was conducted in the chosen barangays (Bagu, Poblacion and
Gambang) of Bakun, Benguet from December 2007 to January 2008.
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REVIEW OF LITERATURE
The Rural Health Unit
The Rural Health Units (RHUs) were established in 1954 through RA 1052 in
order to provide basic health services including curative services to the people. RHU is
composed of a medical doctor, a nurse, midwives and sanitary inspectors. The number of
these types of personnel depends on the population size (Caragay et al, 2007).
Kahssay, H. M. (1998) of the World Health Organization, as cited by Caragay et.
al. (2007) observed that the health center is defined as “a frontline facility working for
health promotion and protection as well as providing treatment and care services within a
locality or district health system that has a certain amount of self-reliance and authority,”
has been generally neglected.
The health center is expected to be accessible and responsive to local health
problems and priorities; have a holistic approach because of its multidisciplinary team;
focus on the adoption of healthy lifestyles and people’s participation; provide access to
clinical referral system and available social support systems; and deliver efficient,
affordable and culturally acceptable heath services. Yet, it must overcome obstacles such
as low credibility; inadequate teamwork, weaknesses in the development and
implementation of action plans, technical and managerial support; inadequate resources
and authority; and feeling of staff demoralization, isolation and lack of skills (Caragay et
al, 2007).
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Communication Strategy
Communication strategy is the documentation of how implementation will be
disseminated to, and received from all the stakeholders in the activity. It identifies the
mean/s, medium, and frequency of communication between the different parties. It is
used to establish and manage on going-communication all throughout a program or
project (OGC, 2007).
These information can be communicated through many channels to increase
awareness and assess the knowledge of different populations about various issues,
products, and behaviors. Channels might include interpersonal communication (such as
individual discussions, counseling sessions or group discussions and community
meetings and events) or mass media communication (such as radio, television and other
forms of one-way communication, such as brochures, leaflets and posters, visual and
audio visual presentations and some forms of electronic communication.
Passing on information by “word-of-mouth”, has been shown to be one of the
most effective communication channels for acquiring knowledge and promoting desired
changes in behavior. Field staff should not ignore these informal opportunities to educate
the public through casual conversation with people in the community (UNFPA, 1999).
Moreover, “one on one” communication at the point of service provision is
essential for transmitting information and building trust with the client. Communication
with other individuals and groups within the community is also vital. It is through
communication networks that service providers can obtain information about users’
needs, priorities and concerns (UNFPA, 1999).
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On the other hand, Birnbaumer (2007) states that lecture can transmit a large
amount of information in a short period of time and allows the dissemination of
previously unpublished or difficult-to-access materials. Lecture gives the lecturer the
total control of content, pace, organization, direction and compliments other learning
activities.
Effectiveness of Communication Strategies
A strategy will take audience from where they are and where they want to be. It is
important that implementers of a program or campaign will define on how they are trying
to communicate with the beneficiaries to provide hard evidence of what they think
(IDEA, 2007).
When developing communications strategy, think about the goals that wanted to
be achieved and how various materials can contribute to those goals. In addition to any
specific objectives related to a project, the important communication goals include
announcing, motivating, educating, informing, and supporting decision-making (CAHPS,
2007).
Effective strategies combine theories, frameworks, and approaches from
behavioral sciences, communication, social marketing, and health education (UNFPA,
1999).
Moreover, communication strategies can affect how audience think and behave in
a certain topic. It helps the audience have sound decision create change in adopting
technology applied (Hamel, 2005).
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Problems Encountered by Implementers
Chulacupata (1976), as cited by Ramos (2007), states that the main problems in
the implementation of the agricultural program are the inactive participation among
farmers due to the widespread ignorance and social isolation.
They are socio-politically underdeveloped. This happen when the programs do
not determine the interests, needs the situations of the people who never participated in
choosing the best method to reach them. Thus, introducing such program is a difficult
task to become adaptable of a given idea is totally different just for saying it.
Ramos (2007) further found out on her study that the major problems encountered
by implementers are lack of fund to finance the program, lack of interest or time of the
participants and unwillingness of the people to participate. Moreover, minor problem
includes poor cooperation of the participants and lack of personnel to properly monitor
the beneficiaries.
Problems Encountered by Beneficiaries
According to Ramos (2007), problems encountered by beneficiaries during
implementation of programs were lack of printed materials, poor dissemination of
information because other farmers are busy at their farms and do not have time to relate it
with other problems.
Aside from these, inadequate involvement of beneficiaries, lack of cooperation
between technologist and farmers, lack of support services from the program
implementers, and lack of cooperation.
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Domeris (2005), on her study also found out that the problems encountered by
respondents on the communication strategies include poor communication skill among
implementers, poor or ineffective IEC materials, poor information diffusion and
inaccessibility to information technology, and communication systems.
Definition of Terms
Communication
strategy. An approach or way of information dissemination
Purok class. A lecture/discussion type held in the community regarding the
different health programs usually done per sitio.
Bench
conference.
A discussion among small group of people (10-15) regarding a
certain topic or a certain health programs.
Barangay Health Workers (BHW). A person who wants to work in the health
center or in barangay health stations without any compensation. A BHW does not
necessarily finish a medical related course or any degree but have undergone trainings
regarding health.
Individual
teaching. A one-on-one dissemination of health concerns which is
usually done during consultation or check-ups.
Seminar.
The RHU personnel conduct trainings regarding health issues. They
themselves could be the speakers or invite some speakers.
Bulletin (notice posting). This is the posting of notice or announcements regarding
health concerns in strategic places in the community.
Home
visit. This is a routine of RHU personnel to reach the community in their
own houses. This is done when the patient or the beneficiaries can not go to the clinic or
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to the RHU for health consultation and advice because of severe sickness or physical
disabilities.
Distribution of IEC material. This is one strategy used by the RHU wherein they
distribute printed materials for the community’s reference and is also use during seminars
and purok classes.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in the chosen barangays of Bakun, Benguet from
December 2007 to January 2008 (Figure 1). The chosen barangays were Bagu, Polacion
and Gambang.
Bakun is composed of seven barangays. It lies in the northern part of Benguet. It
is bounded on the east by municipalities of Buguias and Mankayan, on the west of
Sugpon and a part of Alilem Ilocos Sur, on the north by Cervantes Ilocos Sur and a part
of Mankayan and on the south of the municipality of Kibungan.
Bakun is basically an agricultural community. Majority of its land area is devoted
to agricultural activities. Trading activity in the municipality is limited. It is confined
only to vegetable farming particularly the highland vegetables in areas where they are
grown.
Respondents of the Study
Respondents of the study were selected by means of purposive sampling
technique. The criteria in the selection are age (above 15) and residence in the place for at
least two years.
Respondents were fifty (50) community people from the chosen barangays of the
municipality and twelve (12) RHU personnel.
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Figure 1. Map of Benguet showing the locale of the study
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Data Collection
The data were collected through an interview schedule. Interviews were done
personally by the researcher. The questions asked were translated to their local dialect for
easier understanding.
Data Gathered
Data gathered were the socio-demographic profile of respondents; awareness of
the community on the health programs; methods of disseminating health programs;
effectiveness of the methods used as perceived by respondents; and the problems
encountered by the community and RHU on the dissemination of health programs.
Sources of information, reasons for being not aware on the RHU programs and
suggestions for the dissemination improvement were gathered.
Data Analysis
The data were analyzed and interpreted through descriptive statistics (such as
frequency counts, ranking and percentage), weighted mean and chi-square.
Descriptive statistics are used to describe the basic features of the data in a study.
They provide simple summaries about the sample and the measures. Together with
simple graphics analysis, they form the basis of virtually every quantitative analysis of
data.
Weighted mean is the statistical tool used to determine the level of effectiveness
as perceived by the community. The weighted mean is a measure of central tendency.
Communication Strategies Used by the Rural Health Unit in Bakun,
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To calculate the mean, the total number of identified strategy (the sum of the full
list of numbers) must be divided by the total number of identified strategy.
On he other hand, a chi-square is a statistical calculation used to test how well the
distribution of a set of observed data matches a theoretical probability distribution. The
calculated value is equal to the sum of the squares of the differences divided by the
expected values.
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RESULTS AND DISCUSSION
Programs of RHU of Bakun
Comprehensive maternal and child health care program. Program which aims to
educate parents to have a proper care for the mothers from pregnancy to child bearing.
Under this program is the maternal and child health care program, expanded program on
immunization, and nutrition.
Family planning services. These are services offered to inform the community on
proper family planning and to help the parents in the community decide and chose the
appropriate contraceptives and proper way of using it.
Disease control program. This is a program offered to educate the community on
how to control or prevent diseases. Under this program are the national TB control,
leprosy control program, cancer control program, cardio-vascular control program, rabies
control program, and STD control program.
General medical services. Service offered cater to the needs of the community
regarding health concerns which include daily check-ups and other health consultations.
Dental health services. These are the services offered to educate the community
on the proper maintenance of teeth and other dental concerns.
Environmental health services. A program presented to inform the community
regarding the maintenance of environmental concerns. Water sanitation, proper excreta
disposal, proper garbage disposal, food sanitation, industrial hygiene, and public place
sanitation are the programs under this service.
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Public information health education services. An information campaign to reach
the community and educate them regarding health or diseases occurring in the
community.
Medical and dental missions. A program where in the RHU will reach the far
sitios of the municipality to render and offer medical and dental-related services.
Respondents’ Awareness of Health Programs
Table 1 shows the respondents’ awareness of the health programs being
implemented by the Bakun RHU. Great majority of the respondents were aware of the
health programs. Maternal and child health care was the most known program (90%)
followed by family planning services (88%). This result may be attributed to the fact that
most of them were parents.
Table 1. Respondents’ awareness of health program
HEALTH PROGRAMS
AWARE
NUMBER
PERCENTAGE
(n=50)
(%)
Comprehensive maternal and child health care
45
90
Family planning services
44
88
Disease control program
43
86
General medical services
43
86
Dental health services
42
84
Environmental health services
42
84
Medical and dental missions
43
86
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Significance of the Respondents’ Demographic
Profile on the Awareness of the Health Programs
To determine the significance of the respondents’ socio-demographic profile to
that of their awareness of the health programs, a chi-square test was used as shown in
Table 2.
Age. It shows that it has no significance to awareness of the respondents on the
health programs as proved by Pearson chi-square result of X2=0.010.
Sex. Using the Pearson chi-square result, this characteristic bears significance as
to the awareness of the respondents of the health programs. This was emphasized by the
Cramer’s V of 0.150.
Civil status. Using the same test, this shows no significance to the awareness of
the respondents.
Educational attainment. This also bears no significance to the awareness of health
programs with the Pearson chi-square test result of X2=29.559.
Occupation. This also bears no significance to the awareness of health programs
with the Pearson chi-square test result of X2=16.232.
The result of the chi-square test indicates that the respondents’ socio demographic
profile, except sex, bears no significance with regards to their awareness of the health
programs in the municipality.
Communication Strategies Used by the RHU Personnel
Purok class is a lecture/discussion type held in the community regarding the
different health programs usually done per sitio. Bench conference is a discussion among
small group of people (10-15) regarding a certain topic or a certain health programs.
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Table 2. Awareness of the respondents of the health programs as affected by their profile
CHARACTERISTICS AWARE
NOT
TOTAL
X2
CRAMER’S V
AWARE
(n=50)
COEFFECIENT
Age
40 and below
213
25
248
.010
-
41 and above
130
22
152
Sex
Male
100 28 128
*8.956 0.150
Female
243 29 272
Civil status
Single
112
8
120
8.068
-
Married
and 231 49 280
widow
Educational
attainment
Elementary
100 36 136
29.559
-
High
school 179 21 200
College
and 64 - 64
vocational
Occupation
Farming
206 50 256
16.232
-
Student
and 137 7 144
government
employee
*significant (note: not significant don’t need Cramer’s V)
Barangay Health Workers (BHWs) are those who want to work in the health
center or in barangay health stations without any compensation. A BHW does not
necessarily finish a medical related course or any degree but have undergone trainings
regarding health.
Individual teaching, on the other hand, is an one-on-one dissemination of health
concerns usually done during consultation or check-ups.
Table 3 shows the communication strategies applied by the RHU personnel.
Purok class ranks first with 58.3% followed by individual teaching which ranks second
with 50% and seminar, which ranks third with 41.7%. One of them identified the use of
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written communication and trained Barangay Health Workers (BHW) as medium (8.3%).
Based on the interview with the RHU personnel, they ride with general
assemblies, meetings, occasions and other social gatherings where community is already
gathered for more successful information campaign.
This result corroborates the statement of OGC (2007) that different mediums or
means could be used by implementers including the frequency of different parties and
concerned groups in order to establish and manage on going-communications all through
out a program or project.
Table 3. Communication strategies used by the RHU personnel
STRATEGY USED
NUMBER
PERCENTAGE
(n=50)
(%)
Interpersonal Communication
Purok
class
7
58.3
Individual
teaching
6
50
Seminar
5
41.7
Bench
conferences
4
33.3
Home
visit
3
25
Non-interpersonal Communication
Bulletin (notice posting)
3
25
IEC
materials
3
25
Cellular
phones
2
16.7
Use of written communication
1
8.3
Use of trained BHW
1
8.3
*Multiple responses
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Communication Strategies Used by the RHU in
Implementing RHU Programs Perceived by the Respondents
Purok class. This is a lecture/discussion type held within the community. It is
often initiated by the barangay midwife and is usually done per sitio. As shown in Table
4, the use of Purok class ranks first with 44%. In using this strategy, the RHU personnel
were able to interact with community people through direct counseling, provision of
skills support especially during emergencies, community meetings, among others.
Seminar. The RHU personnel conduct trainings regarding health issues. In
conducting this, they themselves could be the speakers or invite some speakers. This
strategy ranks second with 38%.
Home
visit. This is a routine of the RHU personnel to reach the community in
their own houses. This is done when the patient or the beneficiaries can not go to the
clinic or to the RHU for health consultation and advice because of severe sickness or
physical disabilities. This strategy ranks third with 26%.
Bulletin (notice posting). This is the posting of notice or any announcements
regarding health concerns in strategic places in the community.
Individual
teaching. It is the one-on-one dissemination of health concerns which
is usually done during consultation or check-ups.
Distribution of IEC material. This is one strategy used by the RHU wherein they
distribute printed materials for the community’s reference and is also use during seminars
and purok classes.
The result implies that interpersonal communication (the application of purok
class) is the common type of communication strategy being applied by the RHU in the
locality.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
21
The result supports the statement of UNFPA, (1999) that health information can
be communicated through many channels to increase awareness about various issues.
These include interpersonal communication (individual discussion, counseling sessions,
group discussions, and community meetings), use of mass media, use of IEC materials
and other forms of electronic communication.
Furthermore, the findings corroborate UNFPA (1999) that passing of information
by “word -of-mouth” or the use of face-to-face communication has been one of the most
effective communication channels for acquiring knowledge and prompting desired
changes in behavior.
Table 4. Communication strategies used by the RHU as perceived by the respondents
STRATEGIES USED
NUMBER
PERCENTAGE
(n=50)
(%)
Interpersonal Communication
Purok class
22
44
Seminar
19
38
Home visit
13
26
Individual teaching
7
14
Non-interpersonal Communication
Bulletin (notice posting)
8
16
IEC materials
3
6
*Multiple responses
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
22
Strategies Used in Disseminating Health
Programs Perceived as Effective by RHU Personnel
Purok class is a lecture/discussion type held in the community. It was the most
effective to them because the community is willing to be gathered even without any
occasion and that discussion is done in one session. Individual teaching ranks second
because according to them, clients can relate and they can express sympathy through the
advices and health concerns they shared. Also, problems can be easily identified and
advices are easily given.
In addition, to determine the perceived effective strategy, the RHU personnel
were asked by the researcher to choose among the strategies they mentioned the most
effective strategy they apply. It was an open ended question.
As shown in Table 5, less than half of the health workers pointed Purok class
(41.7%) as the most effective strategy. Individual teaching ranks second with 3 3.3% and
seminar ranks third with 25%.
This finding supports the observation of Birnbaumer (2007) that lectures (which
is being applied in purok class) transmit a large amount of information in a short period
of time, thus, making it more effective. Furthermore, “one on one” communication or
individual teaching at the point of service provision is essential for transmitting
information and building trust with the client (UNFPA, 2007).
Effectiveness of Communication Strategies
Used as Perceived by the Respondents
Table 6 shows the level of effectiveness of the communication strategies used as
perceived by the respondents. The perception of the respondents on the communication
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
23
strategies used is effective as indicated by the mean rating which ranged from 3.67 to
4.00.
Table 5. Perceived effective strategy used by RHU personnel
PERCEIVED EFFECTIVE
NUMBER
PERCENTAGE
(n=12)
(%)
Purok class
5
41.7
Individual teaching
4
33.3
Seminar
3
25
Total 12
100
During the interview, a legend was used to determine the effectiveness of the
communication strategies used. VE-Very Effective (Communication strategy/ies
increased my knowledge/awareness perfectly); E-Effective (Communication strategy/ies
increased my knowledge/awareness); FE-Fairly effective (Communication strategy/ies
enriched/increased my knowledge/awareness just enough); SE-Slightly effective
(Communication strategy/ies a little bit enriched/increased my) knowledge/awareness);
NE-Not effective (Communication strategy/ies did not enriched/increased my
knowledge/awareness).
The result implies that all of the strategies used by the RHU were effective as
perceived by the respondents.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
24
Table 6. Level of effectiveness of strategies as perceived by the respondents
LEVEL OF EFFECTIVENESS
STRATEGIES USED
VE
E
SE
FE
NE TOTAL WEIGHTED
(5)
(4)
(3)
(2)
(1)
MEAN
Purok
class
-
22 - - - 22
4.00
Seminar
-
19 - - - 19
4.00
Home Visit
-
9
4
-
-
13
3.70
Bulletin (notice posting)
-
8
-
-
-
8
4.00
Individual
teaching
- 7 - - - 7
4.00
IEC materials
-
2
1
-
-
3
3.67
*Multiple responses
Legend:
4.51-5.00
=
VE
3.51 -4.50 =E
2.51-3.50 = SE
1.51- 2.50 =FE
1.00-1.50 = NE
Respondents’ Sources of Information on Health Programs
Table 7 shows the sources of information on the health programs being
implemented by the RHU of Bakun. Information through the Rural Health unit (RHU)
personnel got the top 5 ranks as their main source of information. Great majority (78%)
of the respondents pointed out that they obtained information from the midwives assigned
in their respective barangays.
These could be attributed to the fact that the RHU personnel are mandated to
disseminate whatever programs they have in a certain community.
These findings further corroborates Kahssay’s (1998) statement that health
centers are frontline facility working for health promotion and protection as well as
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
25
providing treatment and care services within a locality or district health system that has a
certain amount of self reliance and authority.
On the other hand, Hedcor Inc. is a private company based on the municipality
which helps in disseminating information especially on environmental concerns.
Table 7. Respondents’ sources of information on health programs
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
(n=50)
(%)
Barangay Midwife
39
78
Municipal Sanitary Inspector
17
34
Barangay Health Workers
15
30
Municipal Doctor
13
26
Municipal Nurse
11
22
Hedcor Inc.
11
22
Barangay Officials
7
14
Municipal Dentist
6
12
Teachers 5
10
Neighbors 2
4
IEC materials
2
4
*Multiple responses
Problems Encountered by Respondents in the
Use of Identified Communication Strategies
Not all of the respondents identified problems with regards to the use of
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
26
communication strategies. However, six (6) identified poor cooperation and the distance
of the meeting place or where the seminar is being held as the main problems
encountered. Five of the respondents, mostly Barangay Health Workers, said that due to
far location from the training area, they are sometimes lazy to walk or travel just to
attend. One of them also stated lack of funds and lack of materials as their problems,
respectively.
Moreover, as identified by two respondents, busy on farm works was the problem
encountered as to the utilization of home visit.
Meanwhile, lack of printed materials was the problem identified by the
respondents in terms of the IEC materials being used. This agrees with the result of the
study of Ramos (2007) that lack of printed materials and lack of cooperation of
beneficiaries were the main problems encountered by most beneficiaries in such kind of
programs.
Problems Encountered by the RHU Personnel
With the Use of the Communication Strategies
Table 8 shows the problems encountered by the RHU personnel. Poor cooperation
was the major problem which ranks first with 58.3%; lack of interest of the community
ranks second with 50%; and difficult transportation (far, difficult terrain) ranks third with
41.7%.
In the study of Ramos (2007), major problems encountered by implementers were
lack of funds to finance the program, lack of interest or time, and unwillingness of the
people to participate. Minor problem includes poor cooperation and lack of personnel.
Both results imply that poor cooperation and lack of interest among beneficiaries
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
27
were the main problem during program implementations.
Table 8. Problems encountered by the RHU Personnel with the use of the communication
strategies
PROBLEMS ENCOUNTERED
NUMBER
PERCENTAGE
(n=12)
(%)
Poor cooperation
7
58.3
Lack of interest
6
50
Difficult transportation
5
41.7
No cell phone signal
2
16.7
Funds delayed by LGU
2
16.7
Lack (inadequate) personnel
1
8.3
Lack of materials
1
8.3
*Multiple responses
Respondents’ Reason for Not Being
Aware on Some of the Programs
Eight of the respondents claimed unaware on some of the health programs. Table
9 shows the reasons for being unaware. Great majority (75%) of the respondents who are
not aware claimed lack of interest and busyness on farm works as the main reasons.
According to them, they are not attending seminars and Purok classes because
they focused more on their farm works. Two respondents reasoned that there is lack of
information drive (25%) regarding the RHU health programs because according to the
interview, their health station located at Bagtangan, Gambang only opens once a week.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
28
Table 9. Reasons for not being aware on some health programs
REASONS NUMBER
PERCENTAGE
(N=8)
(%)
Lack of interest
6
75
Busy on farm works
6
75
Lack of info drive
2
25
*Multiple responses
Suggestions for Information
Dissemination Improvement
Not all of the respondents have suggested something for the improvement of
dissemination. However, four have suggested sharing of information with neighbors.
Three mentioned that everyone should attend. Others suggested the distribution of IEC so
that they could read it during their free time and asked their daughters/sons to read it for
them. More over, informing the officials devoted to community service and informing
teachers and pastors to announce during class and services were suggested.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
29
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to know the communication strategies used by the Rural
Health Unit (RHU) of Bakun Benguet.
Specifically, the study aimed to the determine the programs being implemented
by the Bakun RHU; determined the programs that the community are aware of;
determined the communication strategies used in disseminating these programs;
determined the level of effectiveness of the communication strategy used as perceived by
respondents; and to determined the problems encountered by the community and the
RHU personnel on the communication strategies applied by the Bakun-RHU.
The study was conducted in the chosen barangays of Bakun from December 2007
to January 2008 using an interview schedule through purposive quota sampling. The
criteria considered for the selection were 15 years old and above; and stayed in the
locality for at least 2 years. Respondents were 50 community people and 12 RHU
Personnel.
Among the 50 respondents, thirty-seven of the total respondents were married and
thirty-four or 68% of the total respondents were female. As to their educational
attainment, half of the total population reached high school and majority (31 or 62%)
were engaged in farming.
According to the chi-square test results, it shows that all the socio-demographic
profile of the community except sex bears no significance to the awareness on the health
programs.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
30
Great majority of the respondents claimed that they were aware on the health
programs and the RHU personnel were their main information source.
Interpersonal communications (purok class, seminar, individual teaching) were
the most common communication strategies used by the RHU as perceived by the
community and the RHU personnel. All were rated by the respondents as effective
strategies while the RHU personnel identified Purok class as the most effective strategy
for them.
Purok class is a lecture/discussion held in the community initiated by the midwife
to discuss health programs and other health concerns usually done per sitio.
Poor cooperation and place far from house were the main problems encountered
by the respondents. For the RHU personnel, poor cooperation, lack of interest and
difficult transportation were the top 3 problems they encountered.
Conclusions
Based on the findings, the following conclusions were derived:
1. Great majority of the respondents were aware of the programs. The Maternal
and Child Health Care and Family Planning Services were the top two most
known programs of the RHU.
2. All of the socio-demographic profile of the respondents, except sex, bear no
significance to the awareness of the community on the health programs.
3. Directly from RHU personnel was the main information source of the
respondents
regarding
the health programs.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
31
4. Community people further recognized Purok classes, which falls under
interpersonal communications, as the common communication strategies used in
the implementation of the health programs.
5. Due to its effectiveness, the respondents preferred the use of interpersonal
communication in implementing health programs in their area with the use of
various methods like distribution of IEC materials.
6. The main problems encountered by the community and the RHU were lack of
cooperation and lack of interest of the participants and even barangay health
workers.
Recommendations
1. Since all the programs were known in the study area, the RHU should further
evaluate the impact of these programs on the community people.
2. The RHU personnel should continue conducting Purok classes in different
areas of the municipality since it was found out that this was effective to the
community.
3. The RHU officers should conduct activities in empowering the barangay health
workers for them to be responsible in implementing health programs in their own
barangay.
4. The RHU should also strengthen their partnership with community leaders to
lessen problem on lack of cooperation of community people to participate.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
32
LITERATURE CITED
BIRNBAUMER, D.M. 2007. Speaking Like a Pro. Enhancing Your Lecture Skills in
Medical
Presentations.
Retrieved on February 18, 2008.
http://members.aapa.org/aapaconf2007/syllabus/7026birnbaumerLectureSkills.pdf
CAHPS, 2007. Goals of a Communication Strategy. Agency for Health Care
Research
and
Quality.
Consumer
Assessment of Health Care Providers
and Systems. Retrieved on December 5, 2007.
.https://www.cahps.ahrq.gov/content/resources/report/RES_REPORT_Goals
CommStrateg.asp?p=103&s=32
CARAGAY, R., DELA ROSA, J.F.,DELA PEÑA, J.,MEDINA,G.,2007. Improvement of
Curative Services in Four Rural Health Units in Southern Leyte. Institute of
Health Policy and Development Studies 5. Retrieved on December 9, 2007.
http://www.gtzhealth-philippines.org/pubdocs/CR-UPCPH_ImprovServ.pdf
DOMERIS, G. T. 2005. Factors Affecting the Communication Strategies of Monitoring
and Regulating Public safety along Halsema Highway in Atok, Benguet. B.S.
Thesis. BSU, La Trinidad, Benguet. Pp 2, 27-29.
DOMES, D. 2007. Response of the residents of Barangay Badeo, Kibungan, Benguet to a
framed fact sheet on charter change. B.S. Thesis. BSU, La Trinidad,
Benguet. P 1.
HAMEL, S. A. 2005. Receivers’ reactions to dissonant use of communication technology
in the workplace. Effects on communication strategies and perceived usefulness
of technology. Retrieved on March 18, 2008.
http:/www.lib.utexas.edu/etd.2005/hamels 34171/hamels 34171.pdf
IDEA, 2007. What is Communication Strategy? Improvement and Development Agency
for Local Government. August 10, 2007. Retrieved on
December 5, 2007
http://www.idea.gov.uk/idk/core/page.do?pageId=4451651.
OGC, 2007. Communications Strategy.Succesful Delivery Toolkit. Office of
Government Commerce. Retrieved on December 5, 2007
http://www.ogc.gov.uk/documentation_and_templates_communications_strategy
_.asp
RAMOS. C. R. B. 2007. An Evaluation of the Farmer Scientist Bureau (FSB) as a
Communication Strategy for Agricultural Technology Dissemination.
B.S. Thesis. BSU, La Trinidad, Benguet. Pp 3, 9, 21-23.
UNFPA, 2007. The Essentials of IEC. Reproductive Health in Refugee Situations: An
Intergency Field Manual.1999. Retrieved on December 5, 2007
http.//www.unfpa.org/emergencies/manual/al.htm
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
33
WIKIPEDIA.The Free Encyclopedia, 2008. City and Municipalities of
Benguet.
Retrieved on February 20, 2008. http://en.wikipedia.org/wiki/Bakun,_Benguet
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
APPENDICES
APPENDIX A
(Interview Schedule for Community Respondents)
A. Demographic Profile
Name :___________________________________( optional)
Age: _________________ CS: ______________
Sex: ________
Educational Attainment:
_____elementary
_____high School
_____college
_____vocational
Occupation: _____________________
B. Health Programs
1. Awareness of Community on the Health Programs
Health Programs
Aware Source of information Strategy used Not aware
Reasons
1. Comprehensive Maternal and child
health care
Maternal and child health
care
Expanded program on
immunization
Nutrition
2. Family Planning Services
3. Disease Control
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
35
National TB control
Leprosy control program
Cancer control program
Cardio-vascular control
program
Rabies control program
STD control program
4. General Medical Services
5.Dental Health Services
6. Environmental Health Services
Water sanitation
Proper excreta disposal
Proper garbage
Food sanitation
Industrial hygiene
Public place sanitation
7. public information health education
services
8. Medical and Dental Missions
2. Effectiveness of Strategy used
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
36
Health programs
Strategy used
Level of effectiveness
VE E FE
SE NE
1. Comprehensive Maternal and child health care
Lecture/seminar
Maternal and child health care
Training
/
workshop
Expanded program on immunization
Home
visit
Nutrition
IEC
materials
Bulletins
Others
(
Pls
Specify)
2. Family Planning Services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
3. Disease Control
Lecture/seminar
National TB control
Training
/
workshop
Leprosy control program
Home
visit
Cancer control program
IEC
materials
Cardio-vascular control program
Bulletins
Rabies control program
Others
(
Pls
Specify)
STD control program
4.
General
Medical
Services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
5.Dental Health Services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
37
Others
(
Pls
Specify)
6. Environmental Health Services
Lecture/seminar
Water sanitation
Training
/
workshop
Proper excreta disposal
Home
visit
Proper garbage
IEC
materials
Food sanitation
Bulletins
Industrial hygiene
Others
(
Pls
Specify)
Public place sanitation
7. public information health education services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
8. Medical and Dental Missions
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
Legend of effectiveness
Very effective (VE)
Communication strategy/ies enriched/increased my knowledge/awareness perfectly/totally
Effective (E)
Communication strategy/ies enriched/increased my knowledge/awareness
Fairly effective (FE)
Communication strategy/ies enriched/increased my knowledge/awareness just enough
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
38
Slightly effective
Communication strategy/ies a little bit enriched/increased my knowledge/awareness
(SE)
Not effective (NE)
Communication strategy/ies did not enriched/increased my knowledge/awareness
3. Problems Encountered in the dissemination
Pls rank your answers from 1-5. 1 as the highest or main problem while 5 as the least.
A. lecture/seminar/training/workshop
______poor communication skill
______lack
of
worker
______some terms difficult to understand
______lack
of
materials
______lack
of
funds
______speakers are hard to understand
______place not conducive for learning
______place is far from house
______others (pls specify) ____________________________________________
B.
IEC
materials
_____lack of funds
_____lack of IEC materials
_____hard to understand
_____difficult
to
read
_____ others (pls specify) ____________________________________________
C. home visits
_____lack of funds
_____busy on farm works
_____transportation
_____time constraints of health workers
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
39
E.
Demonstration
_____misinterpretation
_____not clear demonstration
_____lack
of
materials
_____others (pls specify) ___________________________________________________
3. Suggestions
1. What are your suggestions to improve the dissemination of health programs?
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
40
APPENDIX B
(Interview Schedule for Health Workers)
Pls rank your answers from 1-5. 1 as the highest or main problem while 5 as the least.
A. Problems Encountered
1. What are the problems encountered while disseminating health issues?
______poor cooperation
______funds delayed by LGU
______lacks of personnel
______lack
of
materials
______lack of interest of the community
______others (pls specify) ___________________________________________
B. Communication Strategies
1. What are the communication strategies that you used in disseminating health programs?
________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
2. What is the most effective strategy to you?
________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
__________________
3. Why?
________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
41
NAME: ________________________________________________
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
BAWAS, JANICE S. April 2008. Communication Strategies Used by the Rural
Health Unit in Bakun, Benguet. Benguet State University, La Trinidad, Benguet
Adviser: Filmore Y. Awas, BSc
ABSTRACT
The study determined the programs being implemented by the Bakun RHU;
determined the programs that the community are aware of; determined the
communication strategies used in disseminating these programs; determined the level of
effectiveness on the communication strategy used as perceived by respondents; and
determined the problems encountered by the community and the RHU personnel on the
communication strategies applied by the Bakun RHU.
The study was conducted in the chosen barangays of Bakun from December 2007
to January 2008 using an interview schedule through purposive quota sampling. The
criteria considered for the selection were 15 years old and above and stayed in the
locality for at least two years. Respondents were 50 community people and 12 RHU
Personnel.
Among the 50 respondents, thirty-four or 68% were female and thirty-seven of
the total respondents were married. As to their educational attainment, half of the total
population reached high school and majority (31 or 62%) were engaged in farming.
According to the chi-square test results, it shows that all the socio-demographic
profile of the respondents except sex bears no significance to the awareness of the health
programs.
Great majority of the respondents were aware of the health programs and the
RHU personnel were their main source of information.
Interpersonal communications (purok class, seminar, individual teaching) were
the most common communication strategies used by the RHU as perceived by the
respondents and the RHU personnel.
Purok class is a lecture/discussion held in the community initiated by the midwife
to discuss health programs and other health concerns usually done per sitio.
Poor cooperation and having a place far from the training area were the main
problems encountered by the respondents. For the RHU personnel, poor cooperation, lack
of interest and difficult transportation were the top three problems they encountered.
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
INTRODUCTION
Rationale. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Scope and Limitations of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
REVIEW OF LITERATURE
The Rural Health Unit. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Communication Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Effectiveness of Communication Strategies. . . . . . . . . . . . . . . . . . . . . . . . 7
Problems Encountered by Implementers . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Problems Encountered by Beneficiaries. . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
METHODOLOGY
Locale and Time of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Respondents of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Data Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Data Gathered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Data Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
RESULTS AND DISCUSSION
Programs of Bakun RHU . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Respondents’ Awareness of
Health Programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
.
Significance of the Respondents’
Demographic Profile on the
Awareness of the Health programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Communication Strategies
Used by the RHU Personnel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Communication Strategies Used by
the RHU in Implementing RHU
Programs Perceived by the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . 20
Strategies Used in Disseminating
Health Programs Perceived as
Effective by the RHU Personnel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Effectiveness of Strategy Used
as Perceived by the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
.
Respondents’ Sources of
Information of the Health Programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Problems Encountered by the
Respondents in the Use of
Identified Communication Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Problems Encountered by the RHU Personnel
With the Use of the Communication Strategies. . . . . . . . . . . . . . . . . . . . . 26
Page
Respondents’ Reason for not Being
Aware on Some of the Programs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Suggestions for Information
Dissemination Improvement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
LITERATURE CITED. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
APPENDICES
Appendix A. Interview Schedule for Community Respondents . . . . . . . . . 34
Appendix B. Interview Schedule for RHU Personnel . . . . . . . . . . . . . . . . 40
INTRODUCTION
Rationale
Information plays a vital role in the community. It creates change in perception
and makes right decision to fulfill their goals. These informations can be acquired
through information materials and other communication strategies.
Information strategies are essential form of communication in any public
involvement process. The substance of material can be factual or present a point of view.
It summarizes large amount of information simply and in straight forward fashion
(Anonymous, 2004 as cited by Domes, 2007).
Different communication strategies are now being used by different
organizations and groups to relay ideas, concepts, and services among other people in the
community.
A communication material, as one strategy, combines approaches and methods
that enable individuals, families, groups, organizations, and communities to play active
roles in achieving, protecting, and sustaining their health (UNFPA, 1999).
In Bakun, Benguet, the Rural Health Unit (RHU) also uses certain strategies to
disseminate information. The RHU is conducting mother class to educate mothers on
health education. Aside from this, the RHU is conducting programs and check-ups to
school children to maintain and improve their good health.
However, the morbidity cases in the municipality continued to increase.
According to the Rural health Unit (RHU) record, morbidity cases from 2001-2006
Communication Strategies Used by the Rural Health Unit in Bakun,
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2
increased from 23.4% to 36.43%. Also, it continues to increase from the first to third
quarter of 2007.
On the other hand, Bakun is a fourth class municipality where transportation and
trade is not easily accessible. The barangays and even sitios are far apart. Some parts can
be reached by vehicles but it is not easy because PUJ’s are scheduled unless you have
your own car. Moreover, there is a need to walk for a couple of hours and even more
inorder to reach the other parts of the municipality. Aside from these, radio is the main
communication system but not all of them have radio.
Based on the given data, there is a need to determine the communication
strategies used by the Bakun RHU and how they handle the programs despite the distance
from the health stations to the community.
Statement of the Problem
The study aimed to answer the following questions:
1. What are the health programs being implemented by the Rural Health Unit of
Bakun?
2. What are the health programs that the community are aware of as affected by
their socio-demographic profile?
3. What are the communication strategies in disseminating these health
programs?
4. What is the level of effectiveness on the communication strategies used by
the RHU as perceived by the respondents?
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
3
5. What are the problems encountered by the RHU personnel and the
respondents on the communication strategies applied by the RHU of Bakun?
Objectives of the Study
The study aimed to:
1. determine the health programs being implemented by the Rural Health Unit of
Bakun;
2. determine the health programs that the community are aware of as affected by
their socio-demographic profile;
3. determine the communication strategies in disseminating these health
programs;
4. determine the level of effectiveness on the communication strategies used by
RHU as perceived by the respondents; and
5. determine the problems encountered by the respondents and the RHU personnel
on the communication strategies applied by the RHU of Bakun.
Importance of the Study
The study is important in helping the implementers determine the effectiveness of
the communication materials they use in their program/campaign. It will also help them
determine what strategy is best fit for a certain health issue.
Results will also serve as reference to other researchers who will be dwelling on
the same scope of study.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
4
Scope and Limitations of the Study
The study focused on the communication strategies used by the Bakun RHU in
disseminating health issues and its effectiveness to the beneficiaries.
Moreover, evaluation of the communication strategies used was not included in
the study and programs were generalized during the interview.
The study was conducted in the chosen barangays (Bagu, Poblacion and
Gambang) of Bakun, Benguet from December 2007 to January 2008.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
5
REVIEW OF LITERATURE
The Rural Health Unit
The Rural Health Units (RHUs) were established in 1954 through RA 1052 in
order to provide basic health services including curative services to the people. RHU is
composed of a medical doctor, a nurse, midwives and sanitary inspectors. The number of
these types of personnel depends on the population size (Caragay et al, 2007).
Kahssay, H. M. (1998) of the World Health Organization, as cited by Caragay et.
al. (2007) observed that the health center is defined as “a frontline facility working for
health promotion and protection as well as providing treatment and care services within a
locality or district health system that has a certain amount of self-reliance and authority,”
has been generally neglected.
The health center is expected to be accessible and responsive to local health
problems and priorities; have a holistic approach because of its multidisciplinary team;
focus on the adoption of healthy lifestyles and people’s participation; provide access to
clinical referral system and available social support systems; and deliver efficient,
affordable and culturally acceptable heath services. Yet, it must overcome obstacles such
as low credibility; inadequate teamwork, weaknesses in the development and
implementation of action plans, technical and managerial support; inadequate resources
and authority; and feeling of staff demoralization, isolation and lack of skills (Caragay et
al, 2007).
Communication Strategies Used by the Rural Health Unit in Bakun,
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6
Communication Strategy
Communication strategy is the documentation of how implementation will be
disseminated to, and received from all the stakeholders in the activity. It identifies the
mean/s, medium, and frequency of communication between the different parties. It is
used to establish and manage on going-communication all throughout a program or
project (OGC, 2007).
These information can be communicated through many channels to increase
awareness and assess the knowledge of different populations about various issues,
products, and behaviors. Channels might include interpersonal communication (such as
individual discussions, counseling sessions or group discussions and community
meetings and events) or mass media communication (such as radio, television and other
forms of one-way communication, such as brochures, leaflets and posters, visual and
audio visual presentations and some forms of electronic communication.
Passing on information by “word-of-mouth”, has been shown to be one of the
most effective communication channels for acquiring knowledge and promoting desired
changes in behavior. Field staff should not ignore these informal opportunities to educate
the public through casual conversation with people in the community (UNFPA, 1999).
Moreover, “one on one” communication at the point of service provision is
essential for transmitting information and building trust with the client. Communication
with other individuals and groups within the community is also vital. It is through
communication networks that service providers can obtain information about users’
needs, priorities and concerns (UNFPA, 1999).
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
7
On the other hand, Birnbaumer (2007) states that lecture can transmit a large
amount of information in a short period of time and allows the dissemination of
previously unpublished or difficult-to-access materials. Lecture gives the lecturer the
total control of content, pace, organization, direction and compliments other learning
activities.
Effectiveness of Communication Strategies
A strategy will take audience from where they are and where they want to be. It is
important that implementers of a program or campaign will define on how they are trying
to communicate with the beneficiaries to provide hard evidence of what they think
(IDEA, 2007).
When developing communications strategy, think about the goals that wanted to
be achieved and how various materials can contribute to those goals. In addition to any
specific objectives related to a project, the important communication goals include
announcing, motivating, educating, informing, and supporting decision-making (CAHPS,
2007).
Effective strategies combine theories, frameworks, and approaches from
behavioral sciences, communication, social marketing, and health education (UNFPA,
1999).
Moreover, communication strategies can affect how audience think and behave in
a certain topic. It helps the audience have sound decision create change in adopting
technology applied (Hamel, 2005).
Communication Strategies Used by the Rural Health Unit in Bakun,
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8
Problems Encountered by Implementers
Chulacupata (1976), as cited by Ramos (2007), states that the main problems in
the implementation of the agricultural program are the inactive participation among
farmers due to the widespread ignorance and social isolation.
They are socio-politically underdeveloped. This happen when the programs do
not determine the interests, needs the situations of the people who never participated in
choosing the best method to reach them. Thus, introducing such program is a difficult
task to become adaptable of a given idea is totally different just for saying it.
Ramos (2007) further found out on her study that the major problems encountered
by implementers are lack of fund to finance the program, lack of interest or time of the
participants and unwillingness of the people to participate. Moreover, minor problem
includes poor cooperation of the participants and lack of personnel to properly monitor
the beneficiaries.
Problems Encountered by Beneficiaries
According to Ramos (2007), problems encountered by beneficiaries during
implementation of programs were lack of printed materials, poor dissemination of
information because other farmers are busy at their farms and do not have time to relate it
with other problems.
Aside from these, inadequate involvement of beneficiaries, lack of cooperation
between technologist and farmers, lack of support services from the program
implementers, and lack of cooperation.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
9
Domeris (2005), on her study also found out that the problems encountered by
respondents on the communication strategies include poor communication skill among
implementers, poor or ineffective IEC materials, poor information diffusion and
inaccessibility to information technology, and communication systems.
Definition of Terms
Communication
strategy. An approach or way of information dissemination
Purok class. A lecture/discussion type held in the community regarding the
different health programs usually done per sitio.
Bench
conference.
A discussion among small group of people (10-15) regarding a
certain topic or a certain health programs.
Barangay Health Workers (BHW). A person who wants to work in the health
center or in barangay health stations without any compensation. A BHW does not
necessarily finish a medical related course or any degree but have undergone trainings
regarding health.
Individual
teaching. A one-on-one dissemination of health concerns which is
usually done during consultation or check-ups.
Seminar.
The RHU personnel conduct trainings regarding health issues. They
themselves could be the speakers or invite some speakers.
Bulletin (notice posting). This is the posting of notice or announcements regarding
health concerns in strategic places in the community.
Home
visit. This is a routine of RHU personnel to reach the community in their
own houses. This is done when the patient or the beneficiaries can not go to the clinic or
Communication Strategies Used by the Rural Health Unit in Bakun,
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10
to the RHU for health consultation and advice because of severe sickness or physical
disabilities.
Distribution of IEC material. This is one strategy used by the RHU wherein they
distribute printed materials for the community’s reference and is also use during seminars
and purok classes.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
11
METHODOLOGY
Locale and Time of the Study
The study was conducted in the chosen barangays of Bakun, Benguet from
December 2007 to January 2008 (Figure 1). The chosen barangays were Bagu, Polacion
and Gambang.
Bakun is composed of seven barangays. It lies in the northern part of Benguet. It
is bounded on the east by municipalities of Buguias and Mankayan, on the west of
Sugpon and a part of Alilem Ilocos Sur, on the north by Cervantes Ilocos Sur and a part
of Mankayan and on the south of the municipality of Kibungan.
Bakun is basically an agricultural community. Majority of its land area is devoted
to agricultural activities. Trading activity in the municipality is limited. It is confined
only to vegetable farming particularly the highland vegetables in areas where they are
grown.
Respondents of the Study
Respondents of the study were selected by means of purposive sampling
technique. The criteria in the selection are age (above 15) and residence in the place for at
least two years.
Respondents were fifty (50) community people from the chosen barangays of the
municipality and twelve (12) RHU personnel.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
12
Figure 1. Map of Benguet showing the locale of the study
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
13
Data Collection
The data were collected through an interview schedule. Interviews were done
personally by the researcher. The questions asked were translated to their local dialect for
easier understanding.
Data Gathered
Data gathered were the socio-demographic profile of respondents; awareness of
the community on the health programs; methods of disseminating health programs;
effectiveness of the methods used as perceived by respondents; and the problems
encountered by the community and RHU on the dissemination of health programs.
Sources of information, reasons for being not aware on the RHU programs and
suggestions for the dissemination improvement were gathered.
Data Analysis
The data were analyzed and interpreted through descriptive statistics (such as
frequency counts, ranking and percentage), weighted mean and chi-square.
Descriptive statistics are used to describe the basic features of the data in a study.
They provide simple summaries about the sample and the measures. Together with
simple graphics analysis, they form the basis of virtually every quantitative analysis of
data.
Weighted mean is the statistical tool used to determine the level of effectiveness
as perceived by the community. The weighted mean is a measure of central tendency.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
14
To calculate the mean, the total number of identified strategy (the sum of the full
list of numbers) must be divided by the total number of identified strategy.
On he other hand, a chi-square is a statistical calculation used to test how well the
distribution of a set of observed data matches a theoretical probability distribution. The
calculated value is equal to the sum of the squares of the differences divided by the
expected values.
Communication Strategies Used by the Rural Health Unit in Bakun,
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15
RESULTS AND DISCUSSION
Programs of RHU of Bakun
Comprehensive maternal and child health care program. Program which aims to
educate parents to have a proper care for the mothers from pregnancy to child bearing.
Under this program is the maternal and child health care program, expanded program on
immunization, and nutrition.
Family planning services. These are services offered to inform the community on
proper family planning and to help the parents in the community decide and chose the
appropriate contraceptives and proper way of using it.
Disease control program. This is a program offered to educate the community on
how to control or prevent diseases. Under this program are the national TB control,
leprosy control program, cancer control program, cardio-vascular control program, rabies
control program, and STD control program.
General medical services. Service offered cater to the needs of the community
regarding health concerns which include daily check-ups and other health consultations.
Dental health services. These are the services offered to educate the community
on the proper maintenance of teeth and other dental concerns.
Environmental health services. A program presented to inform the community
regarding the maintenance of environmental concerns. Water sanitation, proper excreta
disposal, proper garbage disposal, food sanitation, industrial hygiene, and public place
sanitation are the programs under this service.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
16
Public information health education services. An information campaign to reach
the community and educate them regarding health or diseases occurring in the
community.
Medical and dental missions. A program where in the RHU will reach the far
sitios of the municipality to render and offer medical and dental-related services.
Respondents’ Awareness of Health Programs
Table 1 shows the respondents’ awareness of the health programs being
implemented by the Bakun RHU. Great majority of the respondents were aware of the
health programs. Maternal and child health care was the most known program (90%)
followed by family planning services (88%). This result may be attributed to the fact that
most of them were parents.
Table 1. Respondents’ awareness of health program
HEALTH PROGRAMS
AWARE
NUMBER
PERCENTAGE
(n=50)
(%)
Comprehensive maternal and child health care
45
90
Family planning services
44
88
Disease control program
43
86
General medical services
43
86
Dental health services
42
84
Environmental health services
42
84
Medical and dental missions
43
86
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
17
Significance of the Respondents’ Demographic
Profile on the Awareness of the Health Programs
To determine the significance of the respondents’ socio-demographic profile to
that of their awareness of the health programs, a chi-square test was used as shown in
Table 2.
Age. It shows that it has no significance to awareness of the respondents on the
health programs as proved by Pearson chi-square result of X2=0.010.
Sex. Using the Pearson chi-square result, this characteristic bears significance as
to the awareness of the respondents of the health programs. This was emphasized by the
Cramer’s V of 0.150.
Civil status. Using the same test, this shows no significance to the awareness of
the respondents.
Educational attainment. This also bears no significance to the awareness of health
programs with the Pearson chi-square test result of X2=29.559.
Occupation. This also bears no significance to the awareness of health programs
with the Pearson chi-square test result of X2=16.232.
The result of the chi-square test indicates that the respondents’ socio demographic
profile, except sex, bears no significance with regards to their awareness of the health
programs in the municipality.
Communication Strategies Used by the RHU Personnel
Purok class is a lecture/discussion type held in the community regarding the
different health programs usually done per sitio. Bench conference is a discussion among
small group of people (10-15) regarding a certain topic or a certain health programs.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
18
Table 2. Awareness of the respondents of the health programs as affected by their profile
CHARACTERISTICS AWARE
NOT
TOTAL
X2
CRAMER’S V
AWARE
(n=50)
COEFFECIENT
Age
40 and below
213
25
248
.010
-
41 and above
130
22
152
Sex
Male
100 28 128
*8.956 0.150
Female
243 29 272
Civil status
Single
112
8
120
8.068
-
Married
and 231 49 280
widow
Educational
attainment
Elementary
100 36 136
29.559
-
High
school 179 21 200
College
and 64 - 64
vocational
Occupation
Farming
206 50 256
16.232
-
Student
and 137 7 144
government
employee
*significant (note: not significant don’t need Cramer’s V)
Barangay Health Workers (BHWs) are those who want to work in the health
center or in barangay health stations without any compensation. A BHW does not
necessarily finish a medical related course or any degree but have undergone trainings
regarding health.
Individual teaching, on the other hand, is an one-on-one dissemination of health
concerns usually done during consultation or check-ups.
Table 3 shows the communication strategies applied by the RHU personnel.
Purok class ranks first with 58.3% followed by individual teaching which ranks second
with 50% and seminar, which ranks third with 41.7%. One of them identified the use of
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
19
written communication and trained Barangay Health Workers (BHW) as medium (8.3%).
Based on the interview with the RHU personnel, they ride with general
assemblies, meetings, occasions and other social gatherings where community is already
gathered for more successful information campaign.
This result corroborates the statement of OGC (2007) that different mediums or
means could be used by implementers including the frequency of different parties and
concerned groups in order to establish and manage on going-communications all through
out a program or project.
Table 3. Communication strategies used by the RHU personnel
STRATEGY USED
NUMBER
PERCENTAGE
(n=50)
(%)
Interpersonal Communication
Purok
class
7
58.3
Individual
teaching
6
50
Seminar
5
41.7
Bench
conferences
4
33.3
Home
visit
3
25
Non-interpersonal Communication
Bulletin (notice posting)
3
25
IEC
materials
3
25
Cellular
phones
2
16.7
Use of written communication
1
8.3
Use of trained BHW
1
8.3
*Multiple responses
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
20
Communication Strategies Used by the RHU in
Implementing RHU Programs Perceived by the Respondents
Purok class. This is a lecture/discussion type held within the community. It is
often initiated by the barangay midwife and is usually done per sitio. As shown in Table
4, the use of Purok class ranks first with 44%. In using this strategy, the RHU personnel
were able to interact with community people through direct counseling, provision of
skills support especially during emergencies, community meetings, among others.
Seminar. The RHU personnel conduct trainings regarding health issues. In
conducting this, they themselves could be the speakers or invite some speakers. This
strategy ranks second with 38%.
Home
visit. This is a routine of the RHU personnel to reach the community in
their own houses. This is done when the patient or the beneficiaries can not go to the
clinic or to the RHU for health consultation and advice because of severe sickness or
physical disabilities. This strategy ranks third with 26%.
Bulletin (notice posting). This is the posting of notice or any announcements
regarding health concerns in strategic places in the community.
Individual
teaching. It is the one-on-one dissemination of health concerns which
is usually done during consultation or check-ups.
Distribution of IEC material. This is one strategy used by the RHU wherein they
distribute printed materials for the community’s reference and is also use during seminars
and purok classes.
The result implies that interpersonal communication (the application of purok
class) is the common type of communication strategy being applied by the RHU in the
locality.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
21
The result supports the statement of UNFPA, (1999) that health information can
be communicated through many channels to increase awareness about various issues.
These include interpersonal communication (individual discussion, counseling sessions,
group discussions, and community meetings), use of mass media, use of IEC materials
and other forms of electronic communication.
Furthermore, the findings corroborate UNFPA (1999) that passing of information
by “word -of-mouth” or the use of face-to-face communication has been one of the most
effective communication channels for acquiring knowledge and prompting desired
changes in behavior.
Table 4. Communication strategies used by the RHU as perceived by the respondents
STRATEGIES USED
NUMBER
PERCENTAGE
(n=50)
(%)
Interpersonal Communication
Purok class
22
44
Seminar
19
38
Home visit
13
26
Individual teaching
7
14
Non-interpersonal Communication
Bulletin (notice posting)
8
16
IEC materials
3
6
*Multiple responses
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
22
Strategies Used in Disseminating Health
Programs Perceived as Effective by RHU Personnel
Purok class is a lecture/discussion type held in the community. It was the most
effective to them because the community is willing to be gathered even without any
occasion and that discussion is done in one session. Individual teaching ranks second
because according to them, clients can relate and they can express sympathy through the
advices and health concerns they shared. Also, problems can be easily identified and
advices are easily given.
In addition, to determine the perceived effective strategy, the RHU personnel
were asked by the researcher to choose among the strategies they mentioned the most
effective strategy they apply. It was an open ended question.
As shown in Table 5, less than half of the health workers pointed Purok class
(41.7%) as the most effective strategy. Individual teaching ranks second with 3 3.3% and
seminar ranks third with 25%.
This finding supports the observation of Birnbaumer (2007) that lectures (which
is being applied in purok class) transmit a large amount of information in a short period
of time, thus, making it more effective. Furthermore, “one on one” communication or
individual teaching at the point of service provision is essential for transmitting
information and building trust with the client (UNFPA, 2007).
Effectiveness of Communication Strategies
Used as Perceived by the Respondents
Table 6 shows the level of effectiveness of the communication strategies used as
perceived by the respondents. The perception of the respondents on the communication
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
23
strategies used is effective as indicated by the mean rating which ranged from 3.67 to
4.00.
Table 5. Perceived effective strategy used by RHU personnel
PERCEIVED EFFECTIVE
NUMBER
PERCENTAGE
(n=12)
(%)
Purok class
5
41.7
Individual teaching
4
33.3
Seminar
3
25
Total 12
100
During the interview, a legend was used to determine the effectiveness of the
communication strategies used. VE-Very Effective (Communication strategy/ies
increased my knowledge/awareness perfectly); E-Effective (Communication strategy/ies
increased my knowledge/awareness); FE-Fairly effective (Communication strategy/ies
enriched/increased my knowledge/awareness just enough); SE-Slightly effective
(Communication strategy/ies a little bit enriched/increased my) knowledge/awareness);
NE-Not effective (Communication strategy/ies did not enriched/increased my
knowledge/awareness).
The result implies that all of the strategies used by the RHU were effective as
perceived by the respondents.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
24
Table 6. Level of effectiveness of strategies as perceived by the respondents
LEVEL OF EFFECTIVENESS
STRATEGIES USED
VE
E
SE
FE
NE TOTAL WEIGHTED
(5)
(4)
(3)
(2)
(1)
MEAN
Purok
class
-
22 - - - 22
4.00
Seminar
-
19 - - - 19
4.00
Home Visit
-
9
4
-
-
13
3.70
Bulletin (notice posting)
-
8
-
-
-
8
4.00
Individual
teaching
- 7 - - - 7
4.00
IEC materials
-
2
1
-
-
3
3.67
*Multiple responses
Legend:
4.51-5.00
=
VE
3.51 -4.50 =E
2.51-3.50 = SE
1.51- 2.50 =FE
1.00-1.50 = NE
Respondents’ Sources of Information on Health Programs
Table 7 shows the sources of information on the health programs being
implemented by the RHU of Bakun. Information through the Rural Health unit (RHU)
personnel got the top 5 ranks as their main source of information. Great majority (78%)
of the respondents pointed out that they obtained information from the midwives assigned
in their respective barangays.
These could be attributed to the fact that the RHU personnel are mandated to
disseminate whatever programs they have in a certain community.
These findings further corroborates Kahssay’s (1998) statement that health
centers are frontline facility working for health promotion and protection as well as
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
25
providing treatment and care services within a locality or district health system that has a
certain amount of self reliance and authority.
On the other hand, Hedcor Inc. is a private company based on the municipality
which helps in disseminating information especially on environmental concerns.
Table 7. Respondents’ sources of information on health programs
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
(n=50)
(%)
Barangay Midwife
39
78
Municipal Sanitary Inspector
17
34
Barangay Health Workers
15
30
Municipal Doctor
13
26
Municipal Nurse
11
22
Hedcor Inc.
11
22
Barangay Officials
7
14
Municipal Dentist
6
12
Teachers 5
10
Neighbors 2
4
IEC materials
2
4
*Multiple responses
Problems Encountered by Respondents in the
Use of Identified Communication Strategies
Not all of the respondents identified problems with regards to the use of
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
26
communication strategies. However, six (6) identified poor cooperation and the distance
of the meeting place or where the seminar is being held as the main problems
encountered. Five of the respondents, mostly Barangay Health Workers, said that due to
far location from the training area, they are sometimes lazy to walk or travel just to
attend. One of them also stated lack of funds and lack of materials as their problems,
respectively.
Moreover, as identified by two respondents, busy on farm works was the problem
encountered as to the utilization of home visit.
Meanwhile, lack of printed materials was the problem identified by the
respondents in terms of the IEC materials being used. This agrees with the result of the
study of Ramos (2007) that lack of printed materials and lack of cooperation of
beneficiaries were the main problems encountered by most beneficiaries in such kind of
programs.
Problems Encountered by the RHU Personnel
With the Use of the Communication Strategies
Table 8 shows the problems encountered by the RHU personnel. Poor cooperation
was the major problem which ranks first with 58.3%; lack of interest of the community
ranks second with 50%; and difficult transportation (far, difficult terrain) ranks third with
41.7%.
In the study of Ramos (2007), major problems encountered by implementers were
lack of funds to finance the program, lack of interest or time, and unwillingness of the
people to participate. Minor problem includes poor cooperation and lack of personnel.
Both results imply that poor cooperation and lack of interest among beneficiaries
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
27
were the main problem during program implementations.
Table 8. Problems encountered by the RHU Personnel with the use of the communication
strategies
PROBLEMS ENCOUNTERED
NUMBER
PERCENTAGE
(n=12)
(%)
Poor cooperation
7
58.3
Lack of interest
6
50
Difficult transportation
5
41.7
No cell phone signal
2
16.7
Funds delayed by LGU
2
16.7
Lack (inadequate) personnel
1
8.3
Lack of materials
1
8.3
*Multiple responses
Respondents’ Reason for Not Being
Aware on Some of the Programs
Eight of the respondents claimed unaware on some of the health programs. Table
9 shows the reasons for being unaware. Great majority (75%) of the respondents who are
not aware claimed lack of interest and busyness on farm works as the main reasons.
According to them, they are not attending seminars and Purok classes because
they focused more on their farm works. Two respondents reasoned that there is lack of
information drive (25%) regarding the RHU health programs because according to the
interview, their health station located at Bagtangan, Gambang only opens once a week.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
28
Table 9. Reasons for not being aware on some health programs
REASONS NUMBER
PERCENTAGE
(N=8)
(%)
Lack of interest
6
75
Busy on farm works
6
75
Lack of info drive
2
25
*Multiple responses
Suggestions for Information
Dissemination Improvement
Not all of the respondents have suggested something for the improvement of
dissemination. However, four have suggested sharing of information with neighbors.
Three mentioned that everyone should attend. Others suggested the distribution of IEC so
that they could read it during their free time and asked their daughters/sons to read it for
them. More over, informing the officials devoted to community service and informing
teachers and pastors to announce during class and services were suggested.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
29
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to know the communication strategies used by the Rural
Health Unit (RHU) of Bakun Benguet.
Specifically, the study aimed to the determine the programs being implemented
by the Bakun RHU; determined the programs that the community are aware of;
determined the communication strategies used in disseminating these programs;
determined the level of effectiveness of the communication strategy used as perceived by
respondents; and to determined the problems encountered by the community and the
RHU personnel on the communication strategies applied by the Bakun-RHU.
The study was conducted in the chosen barangays of Bakun from December 2007
to January 2008 using an interview schedule through purposive quota sampling. The
criteria considered for the selection were 15 years old and above; and stayed in the
locality for at least 2 years. Respondents were 50 community people and 12 RHU
Personnel.
Among the 50 respondents, thirty-seven of the total respondents were married and
thirty-four or 68% of the total respondents were female. As to their educational
attainment, half of the total population reached high school and majority (31 or 62%)
were engaged in farming.
According to the chi-square test results, it shows that all the socio-demographic
profile of the community except sex bears no significance to the awareness on the health
programs.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
30
Great majority of the respondents claimed that they were aware on the health
programs and the RHU personnel were their main information source.
Interpersonal communications (purok class, seminar, individual teaching) were
the most common communication strategies used by the RHU as perceived by the
community and the RHU personnel. All were rated by the respondents as effective
strategies while the RHU personnel identified Purok class as the most effective strategy
for them.
Purok class is a lecture/discussion held in the community initiated by the midwife
to discuss health programs and other health concerns usually done per sitio.
Poor cooperation and place far from house were the main problems encountered
by the respondents. For the RHU personnel, poor cooperation, lack of interest and
difficult transportation were the top 3 problems they encountered.
Conclusions
Based on the findings, the following conclusions were derived:
1. Great majority of the respondents were aware of the programs. The Maternal
and Child Health Care and Family Planning Services were the top two most
known programs of the RHU.
2. All of the socio-demographic profile of the respondents, except sex, bear no
significance to the awareness of the community on the health programs.
3. Directly from RHU personnel was the main information source of the
respondents
regarding
the health programs.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
31
4. Community people further recognized Purok classes, which falls under
interpersonal communications, as the common communication strategies used in
the implementation of the health programs.
5. Due to its effectiveness, the respondents preferred the use of interpersonal
communication in implementing health programs in their area with the use of
various methods like distribution of IEC materials.
6. The main problems encountered by the community and the RHU were lack of
cooperation and lack of interest of the participants and even barangay health
workers.
Recommendations
1. Since all the programs were known in the study area, the RHU should further
evaluate the impact of these programs on the community people.
2. The RHU personnel should continue conducting Purok classes in different
areas of the municipality since it was found out that this was effective to the
community.
3. The RHU officers should conduct activities in empowering the barangay health
workers for them to be responsible in implementing health programs in their own
barangay.
4. The RHU should also strengthen their partnership with community leaders to
lessen problem on lack of cooperation of community people to participate.
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
32
LITERATURE CITED
BIRNBAUMER, D.M. 2007. Speaking Like a Pro. Enhancing Your Lecture Skills in
Medical
Presentations.
Retrieved on February 18, 2008.
http://members.aapa.org/aapaconf2007/syllabus/7026birnbaumerLectureSkills.pdf
CAHPS, 2007. Goals of a Communication Strategy. Agency for Health Care
Research
and
Quality.
Consumer
Assessment of Health Care Providers
and Systems. Retrieved on December 5, 2007.
.https://www.cahps.ahrq.gov/content/resources/report/RES_REPORT_Goals
CommStrateg.asp?p=103&s=32
CARAGAY, R., DELA ROSA, J.F.,DELA PEÑA, J.,MEDINA,G.,2007. Improvement of
Curative Services in Four Rural Health Units in Southern Leyte. Institute of
Health Policy and Development Studies 5. Retrieved on December 9, 2007.
http://www.gtzhealth-philippines.org/pubdocs/CR-UPCPH_ImprovServ.pdf
DOMERIS, G. T. 2005. Factors Affecting the Communication Strategies of Monitoring
and Regulating Public safety along Halsema Highway in Atok, Benguet. B.S.
Thesis. BSU, La Trinidad, Benguet. Pp 2, 27-29.
DOMES, D. 2007. Response of the residents of Barangay Badeo, Kibungan, Benguet to a
framed fact sheet on charter change. B.S. Thesis. BSU, La Trinidad,
Benguet. P 1.
HAMEL, S. A. 2005. Receivers’ reactions to dissonant use of communication technology
in the workplace. Effects on communication strategies and perceived usefulness
of technology. Retrieved on March 18, 2008.
http:/www.lib.utexas.edu/etd.2005/hamels 34171/hamels 34171.pdf
IDEA, 2007. What is Communication Strategy? Improvement and Development Agency
for Local Government. August 10, 2007. Retrieved on
December 5, 2007
http://www.idea.gov.uk/idk/core/page.do?pageId=4451651.
OGC, 2007. Communications Strategy.Succesful Delivery Toolkit. Office of
Government Commerce. Retrieved on December 5, 2007
http://www.ogc.gov.uk/documentation_and_templates_communications_strategy
_.asp
RAMOS. C. R. B. 2007. An Evaluation of the Farmer Scientist Bureau (FSB) as a
Communication Strategy for Agricultural Technology Dissemination.
B.S. Thesis. BSU, La Trinidad, Benguet. Pp 3, 9, 21-23.
UNFPA, 2007. The Essentials of IEC. Reproductive Health in Refugee Situations: An
Intergency Field Manual.1999. Retrieved on December 5, 2007
http.//www.unfpa.org/emergencies/manual/al.htm
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
33
WIKIPEDIA.The Free Encyclopedia, 2008. City and Municipalities of
Benguet.
Retrieved on February 20, 2008. http://en.wikipedia.org/wiki/Bakun,_Benguet
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
APPENDICES
APPENDIX A
(Interview Schedule for Community Respondents)
A. Demographic Profile
Name :___________________________________( optional)
Age: _________________ CS: ______________
Sex: ________
Educational Attainment:
_____elementary
_____high School
_____college
_____vocational
Occupation: _____________________
B. Health Programs
1. Awareness of Community on the Health Programs
Health Programs
Aware Source of information Strategy used Not aware
Reasons
1. Comprehensive Maternal and child
health care
Maternal and child health
care
Expanded program on
immunization
Nutrition
2. Family Planning Services
3. Disease Control
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
35
National TB control
Leprosy control program
Cancer control program
Cardio-vascular control
program
Rabies control program
STD control program
4. General Medical Services
5.Dental Health Services
6. Environmental Health Services
Water sanitation
Proper excreta disposal
Proper garbage
Food sanitation
Industrial hygiene
Public place sanitation
7. public information health education
services
8. Medical and Dental Missions
2. Effectiveness of Strategy used
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
36
Health programs
Strategy used
Level of effectiveness
VE E FE
SE NE
1. Comprehensive Maternal and child health care
Lecture/seminar
Maternal and child health care
Training
/
workshop
Expanded program on immunization
Home
visit
Nutrition
IEC
materials
Bulletins
Others
(
Pls
Specify)
2. Family Planning Services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
3. Disease Control
Lecture/seminar
National TB control
Training
/
workshop
Leprosy control program
Home
visit
Cancer control program
IEC
materials
Cardio-vascular control program
Bulletins
Rabies control program
Others
(
Pls
Specify)
STD control program
4.
General
Medical
Services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
5.Dental Health Services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
37
Others
(
Pls
Specify)
6. Environmental Health Services
Lecture/seminar
Water sanitation
Training
/
workshop
Proper excreta disposal
Home
visit
Proper garbage
IEC
materials
Food sanitation
Bulletins
Industrial hygiene
Others
(
Pls
Specify)
Public place sanitation
7. public information health education services
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
8. Medical and Dental Missions
Lecture/seminar
Training
/
workshop
Home
visit
IEC
materials
Bulletins
Others
(
Pls
Specify)
Legend of effectiveness
Very effective (VE)
Communication strategy/ies enriched/increased my knowledge/awareness perfectly/totally
Effective (E)
Communication strategy/ies enriched/increased my knowledge/awareness
Fairly effective (FE)
Communication strategy/ies enriched/increased my knowledge/awareness just enough
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
38
Slightly effective
Communication strategy/ies a little bit enriched/increased my knowledge/awareness
(SE)
Not effective (NE)
Communication strategy/ies did not enriched/increased my knowledge/awareness
3. Problems Encountered in the dissemination
Pls rank your answers from 1-5. 1 as the highest or main problem while 5 as the least.
A. lecture/seminar/training/workshop
______poor communication skill
______lack
of
worker
______some terms difficult to understand
______lack
of
materials
______lack
of
funds
______speakers are hard to understand
______place not conducive for learning
______place is far from house
______others (pls specify) ____________________________________________
B.
IEC
materials
_____lack of funds
_____lack of IEC materials
_____hard to understand
_____difficult
to
read
_____ others (pls specify) ____________________________________________
C. home visits
_____lack of funds
_____busy on farm works
_____transportation
_____time constraints of health workers
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
39
E.
Demonstration
_____misinterpretation
_____not clear demonstration
_____lack
of
materials
_____others (pls specify) ___________________________________________________
3. Suggestions
1. What are your suggestions to improve the dissemination of health programs?
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
40
APPENDIX B
(Interview Schedule for Health Workers)
Pls rank your answers from 1-5. 1 as the highest or main problem while 5 as the least.
A. Problems Encountered
1. What are the problems encountered while disseminating health issues?
______poor cooperation
______funds delayed by LGU
______lacks of personnel
______lack
of
materials
______lack of interest of the community
______others (pls specify) ___________________________________________
B. Communication Strategies
1. What are the communication strategies that you used in disseminating health programs?
________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
2. What is the most effective strategy to you?
________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
__________________
3. Why?
________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
______________________________________________________________________________________________________
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
41
NAME: ________________________________________________
Communication Strategies Used by the Rural Health Unit in Bakun,
Benguet./ JANICE S. BAWAS. 2008
Document Outline
- Communication Strategies Used by the RuralHealth Unit in Bakun, Benguet.
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDICES