Media Use for Health Information Dissemination to Rural Communities by the Ghana Health Service

Abstract

The study investigated the patterns and challenges of media use for disseminating health information to rural communities by the Ghana Health Service (GHS), focusing on the Shai Osudoku district of the Greater Accra Region, as a case study. A case study approach using the convenient and purposive sampling techniques was used to sample 210 community members within Shai Osudoku district, two directors with the GHS and four community health workers. Descriptive analyses were used to examine the quantitative data, while qualitative thematic content analysis was used for the interview data from the GHS staff. The study found out that the GHS mostly used print media for health information dissemination namely leaflets, posters, billboard, and interpersonal channels like doctors, community health workers, family, friends, town cries, group discussions, etc. MoTech (Mobile technology for community health) and telehealth are some of the technologies being piloted in delivering health information or care via the mobile phone to rural communities in the district. Challenges in disseminating health information in the communities were inadequate mobile network connectivity, infrastructure, training and sensitization, among others. The findings suggest that the GHS can enhance its health information dissemination roles by supporting the use of traditional media with the overwhelming advantages of media such as mobile phones to disseminate health information to rural communities. The study recommends that future research focus on exploring potential mechanisms for monitoring the quality of health communication delivery using the new media.