Abstract
In this chapter we examine basic principles of strategic communication, and their potential application to provider–patient interactions within health care services, specifically related to the integration of HIV testing and counseling services and family planning services. We report overall findings from a study of integrated services in five countries to illustrate missed opportunities for strategic communication, and suggest tactics to employ to improve dialogic communication between providers and their clients. We conclude by recommending elements of an inclusive strategic communication plan that addresses goals and objectives, supportive research, participatory engagement, objectives, linked strategies with articulated tactics and activities, and supports evaluation for periodic adjustment to achieve impact.
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Adamchak, S., Reierson, J., Liku, J. (2014). Integrating HIV/FP Programs: Opportunities for Strategic Communication. In: Okigbo, C. (eds) Strategic Urban Health Communication. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-9335-8_9
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DOI: https://doi.org/10.1007/978-1-4614-9335-8_9
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