Journal of Literature Pharmacy Sciences

Sağlıkta Stratejik İletişim: Geleneksel Derleme
Strategic Communication in Health: Traditional Review
Aylin ACAR SANCARa, Mert UYDACIb
aMarmara Üniversitesi Eczacılık Fakültesi, Eczacılık Meslek Bilimleri Bölümü, İstanbul, Türkiye
bMarmara Üniversitesi Sosyal Bilimler Meslek Yüksekokulu, Pazarlama ve Reklamcılık Bölümü, İstanbul, Türkiye
J Lit Pharm Sci. 2023;12(2):113-22
doi: 10.5336/pharmsci.2023-96290
Article Language: TR
Full Text
ÖZET
 XIX. yüzyılda sağlığın geliştirilmesi kavramı ön plana çıkmış; hastalıkların, inovatif farmakolojik ve cerrahi yöntemlerle iyileştirilmesinin yanı sıra yaşam şekli ve davranışsal değişiklikler sayesinde de önlenebileceği konusu gündeme gelmiştir. Ayrıca sağlığın geliştirilmesi için önemli müdahalelerin iletişim ve stratejik iletişim olacağı düşünülmeye başlanmıştır. İletişim, en genel şekliyle bilgi, fikir, tutum veya duyguların bir kişi veya gruptan diğerlerine aktarılması olarak tanımlanmaktadır. Stratejik iletişim, iletişimden farklı olarak, analitik bir konu olup tesadüfi ve(ya) içgüdüsel olarak yürütülebilecek bir süreç değildir. Günümüzde sadece özel işletmeler değil, hükümetler ve kamu kuruluşları, hatta sivil toplum kuruluşları da ''mesajın kaynağı'' olarak karşımıza çıkmakta ve ''kitleleriyle'' stratejik iletişime dayalı bir diyalog kurma çabası içerisine girmektedirler. Diğer taraftan, içeriği sağlık olan her türlü insan iletişimi, en genel anlamda, ''sağlık iletişimi'' olarak tanımlanabilir. Sağlıkta stratejik iletişimi ise sağlık iletişimi çalışmalarında, sosyal pazarlama anahtar prensiplerinin planlanmış şekilde uygulanması olarak tanımlamak mümkündür. Bu derleme çalışması, sağlık alanında herhangi bir konuda kanıta-dayalı politikalara karar verilirken, etkili bir şekilde kullanılabileceğini düşündüğümüz sağlıkta stratejik iletişim kavramı konusunda farkındalık yaratmak ve bu konuyu özetlemek amacıyla yazılmıştır. Sağlıkta stratejik iletişim, çok sayıda paydaşın yer aldığı multidisipliner yaklaşımın hakim olduğu sağlık sektöründe, kanıta dayalı kararlar alırken, hedef kitle için hedeflenen davranış değişikliğinin hızlı, maliyet-etkili ve sürdürülebilir şekilde sağlanmasına olanak tanıması açısından son derece önemlidir. Sağlıkta stratejik iletişim kampanyalarının planlanması ve hatta fikir aşamasından başlanılarak tüm aşamalarında sağlığın etik boyutunun yanı sıra ekip çalışması ve sosyal yönünün de göz önünde bulundurulması gerekmektedir.

Anahtar Kelimeler: İletişim; sağlık komünikasyonu, sağlık tutumu, sağlık desteğinin geliştirilmesi
ABSTRACT
 In the 21st century, the concept of health promotion has come into prominence in terms of preventing diseases by improving life style and behavioral changes, as well as curing them with innovative methods. In addition, it has started to be thought that the important interventions for health promotion will be communication and strategic communication. Communication is defined as the exchange of information, ideas, attitudes or feelings from one person or group to others. Strategic communication is an analytical issue and it is not a process that can be carried out by chance and/or instinctively. Not only private enterprises, but also governments and public institutions, even non-governmental organizations appear as the ''source of the message'' and try to establish a dialogue with their ''target audiences'' based on strategic communication. All kinds of human communication, whose content is health, can be defined as health communication in the most general sense. Strategic communication is the planned implementation of social marketing key principles in health communication studies. This review has been written to raise awareness and summarize the concept of strategic communication in health, which we think it can be used effectively when deciding evidencebased policies on any issue in the field of health. Strategic health communication is vitally important in terms of allowing rapid, costeffective and sustainable aimed behavior change at the target audience while making evidence-based decisions in the health sector where a multidisciplinary approach is dominated by a large number of stakeholders. It is necessary to consider the ethical dimension of health as well as teamwork and social aspects at all stages, starting with the planning of strategic communication practices in health and even the idea stage.

Keywords: Communication; health communication, health behavior, health promotion
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