Negotiating Empowerment-

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Published on March 4, 2014

Author: TIIKMConferences

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PowerPoint Presentation: Hosted by: Conference partners: Negotiating Empowerment: Perception Of Private Super-specialty Hospital Patients Regarding Lifestyle Related Diseases – A Study of Kolkata Soumik Gangopadhyay “Negotiating Empowerment: Perception Of Private Super-specialty Hospital Patients Regarding Lifestyle Related Diseases – A Study of Kolkata”: “Negotiating Empowerment: Perception Of Private Super-specialty Hospital Patients Regarding Lifestyle Related Diseases – A Study of Kolkata” By Soumik Gangopadhyay Research Scholar West Bengal State University Barasat , Kolkata, India Noncommunicable Diseases (Lifestyle Diseases) NCDs: Noncommunicable Diseases (Lifestyle Diseases) NCDs A disease that is not transmitted by another person, a vector, or the environment A disease caused by how you live your life Aggression of NCDs worldwide: In 2008, 36 million people died from non communicable diseases, representing 63% of the 57 million global deaths that year. In 2030, such diseases are to claim 52 million lives. 51% of Indian urban dwellers are under the effect. Aggression of NCDs worldwide UNIQUE PROBLEM: UNIQUE PROBLEM Cardoiac Diabetes Cancer COPD Stroke Obesity Spondalytis Artharitis PROBLEMs of PROBLEM: Health care for NCDs in many low and middle-income countries is hospital-centered. Expensive treatment for advanced stage diseases due to high-technology interventions. Health-care services should be transformed from acute emergency care to chronic lifelong care. Large no. of people at a high risk remain undiagnosed, & diagnosed cases have insufficient access to treatment. The global NCDs epidemic can be countered through population-wide and individual health-care interventions that are proven, evidence based and within the grasp of all countries . Behavioural change & promotion of healthy lifestyle is a cost effective option to resist high cost treatment of NCDs and unfinished agenda of communicable diseases . PROBLEMs of PROBLEM Fighting NCDs need both skill & mgmt.: Fighting NCDs need both skill & mgmt. NCDs, No preventive therapy : WHO, Global Status Report on Non-communicable Diseases 2010 ( Geneva, 2010 ) suggested “ best buys” and “good buys”. A best buy is an intervention that is not only highly cost-effective but also cheap, feasible and culturally acceptable to implement Good buys are other interventions that may cost somewhat more or generate somewhat less health gain but still provide good value for money. NCDs, No preventive therapy BEST BUY : BEST BUY Low cost / cost-effective : Low cost / cost-effective Objective of the study: To identify the perception of Indian patient regarding lifestyle related diseases To assess the importance of lifestyle change in NCD prevention, avoidance and mitigation To find the expectation of patients from hospitals in NCD prevention To identify customers / patients point of view about the necessity of promoting consciousness to make them aware about primordial prevention against NCDs as marketing strategy for the hospitals. Objective of the study Public Choice or Personal Choice ?: Sedentary lifestyle of today’s nuclear family ( Charansonney , 2011 ). More stress, more eating and less exercise & daily physical habit & longevity of life are mutually correlated ( Veit , 2011 ). Economic affluence - cause for rising cardiovascular disorders, mental diseases, diabetes, cancer and the so called life style diseases ( Tabish , 2010 ). Sedentary lifestyle an overambitious outlook, excessively aggressive competition, lack of regular exercise, excessive consumption of alcoholic beverages and smoking, etc., have brought NCDs like diabetes, hypertension, myocardial infarction, etc. to the forefront. M ental health has also been compromised ( Gupta, & Mahajan , 2005; Crouch et al. 2011 ). Public Choice or Personal Choice ? 2 FACETS – Protection Vs. Commercial Interest : Prevention - physical exercise, nutritional modification, people to be made awared to reduce the risk factor Promotion - Group work, videos, telephones, counseling, workshop, educational material etc. & lifestyle modification to reduce risk factor related to NCDs Increased mortality and decreased morbidity of urban population related to NCDs have increased business opportunities in the health sector. 2 FACETS – Protection Vs. Commercial Interest Health Risk Perception: Motivational (self-positivity / unrealistic optimism, social desirability, self-control), Cognitive (accessibility and diagnosticity ), Contextual , affective and individual differences who interact between each other to form a judgement of health risk. Financial , performance, psycho-social and physiological risk help to convert a health risk perceptions into bevioural consequences ( Menon et al., 2006 ). Self-positivity promotes complacency ( Skinner, 1995 ) relatively more than goal oriented behavior ( Weinstein, 1989 ) that can create ‘It cannot happen to me’ syndrome ( Weinstein, 1980 ). Health Risk Perception PowerPoint Presentation: Rahmqvist and Bara, (2010) - Hospital patients are information seeker regarding facility, process, treatment, staff-care, doctor, disease progress in case of emergency health crisis. There is no significant interrelationship among emergency care and poor patient satisfaction whether it is old or young patient. Rollnick et al. (1993) - People are ready to abide by information that they lack from a respectable source. SUPERSPECIALITY HOSPITAL & its interest…..: SUPERSPECIALITY HOSPITAL & its interest….. Patient satisfaction Facility upgradation Branding Image upgradation Public relation Excellent treatment Customer relationship Rehabilitation Can they afford to create Lifestyle modification awareness and will it be accepted or expected by the prospective patients ? Methodology of the study: 350 out patients suffering from NCD associated with 10 private supers-specialty hospitals of Kolkata, India through purposive sampling procedure during Jun’13 – Sep’13. A questionnaire with rating scales To capture the perceptions of the respondents regarding their awareness and impact of NCD and its relation with lifestyle changes. Their perception of the role of the hospitals regarding awareness creation of NCD was also found out. A pilot survey - 50 respondents to make the questionnaire more robust. The questionnaire was tested for reliability and Cronbach alpha is 0.8399. Methodology of the study Result : Factor I = a c f g h i j n r ( Perception of Lifestyle related diseases ) a. NCD creates severe consequences in life c. NCD even can cause death f. Lifestyle modification helps to avoid onset of NCD g. Lifestyle modification helps to avoid progress of NCD h. Lifestyle modification helps to decrease the intensity of NCD i . Effect of NCD is possible to avoid through lifestyle modification j. NCD can also be avoided by medicine n. Awareness of NCD is required as it can cause death r. To prevent NCD hospital should only provide health related information Factor II = q s t ( Perception about role of hospital regarding NCD mitigation ) q. To prevent NCD hospital should only provide doctor related information s. To prevent NCD hospital should only provide hospital facility related information t. To prevent NCD hospital should only provide lifestyle change related information Result Conclusion : NCDs are perceived as a threat of life and people are scared about its consequences. It is believed to be avoided by lifestyle changes and hospitals have an important role to play in this process. Patients are even interested to prevent or treat the disease through hospitals. Thus hospitals can provide lifestyle change related information which can help to mitigate NCDs. Future prospective patients of a private hospital will differentiate hospitals on the basis of their information providing capability. So , lifestyle change related information or consequences of an untreated NCD can be used as a promotional tool of a private hospital and hence becomes an important marketing technique. Hospital’s advertising content should highlight the severe life threatening consequences of NCDs to attract more patients. NCD related information is a need of the Indian patients to empower them to fight Lifestyle related diseases and in absentia they will bound to negotiate empowerment. Conclusion Finally…………………………: Finally…………………………

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