THE ATTITUDE OF THE POPULATION TO THE HEALTH COMMUNICATION CHANNELS IN UKRAINE FROM 2012 TO 2020
DOI:
https://doi.org/10.32782/2077-6594.2.1.2021.235352Keywords:
communication, public health, media, internet, continuous professional developmentAbstract
Objective: to determine the prevalence and level of trust of various channels of obtaining information about health in Ukraine during 2012-2020 and to establish the presence of gender and age characteristics of the media profile of Ukrainian citizens.
Materials and methods. Data from the Multiple Indicator Cluster Survey and a joint study of the Shupyk National Healthcare University of Ukraine, Uzhhorod National University, and the Association for the Prevention and Treatment of Noncommunicable Epidemic Diseases regarding the receipt of health information from various sources and the degree of trust in them was analyzed. The statistical significance of the detected differences was checked using the chi-square criterion adjusted for continuity and the Bayesian coefficient.
Results. It is established that in 2020 the most common sources of health information are the Internet, doctors, friends, and social networks. Online forms of obtaining information are preferred for online (daily or weekly) use. Doctors, specialized medical sites, and pages of doctors in social networks enjoy the greatest trust in the population of Ukraine as a source of health information. Also, the respondents most often want to receive information about health from these three sources.
Age and gender differences in the prevalence, trust, and desirability of health information channels have been identified.
Conclusions. Building the Medical Internet (Websites and social media pages administered by physicians or health care providers) are a rational element of a health communication strategy. This task requires adequate support at the level of continuous professional development of doctors.
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