Communication Process of Private Sector in Social Healthcare Management in the UK

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CHAPTER 5: DISCUSSION OF THE FINDINGS

Regarding the discussion of the findings it can be understood from the bar charts presented in chapter 4 that most of the people do consider that communication is an effective element of an organization. However at certain staged they do not have any clear idea that if the private sector in UK do have intervention in social healthcare or not. ''Effective'' means something different to each group. Private sector and others with academic ties feel compelled to "give something back". They are entrusted with public funds to create and test interventions intended to change knowledge, attitudes, and behavior, and they are expected to document those efforts. Private sector recognized the desirability of working in partnership with private sector companies to produce effective health campaigns. In order to work together effectively, advertisers will have to accept that health professionals require empirical evidence of effectiveness to justify campaign expenditures and understand that communication specialists, especially those in academic settings, feel compelled to contribute toward a growing body of knowledge about effective health communication. Building an empirical foundation for making decisions about future expenditure of public funds on news media and health is a necessary condition of working in the public sector.

The study of persuasion, like that of health communication, is linked to research on change in attitudes, beliefs, values, and behaviors. The behavior change theories of persuasion and health communication are rooted in the study of social psychology and focus on how attitudes, beliefs, and values influence behavior. As per the respondents social enterprise in social health sometimes is used to create employment for individuals who receive social health services. Many social health organizations started ambulance services, old age care services, welfare centers, services for disabled people. The number of healthcare providers creating these earned income opportunities to diversify their revenue or create employment opportunities for their consumers increased in the last 20 years in United Kingdom (U.K).

The respondents have showed in their responses that private sector of UK have not showed any significance efforts toward the social healthcare system, that is why their responses remained neutral. Moreover respondents feel that private sector in UK might not have been using communication. Their response for this option also remained neutral. Communication is enhanced when it is based upon an understanding that wishes and desires, rather than needs, influence many of the attitudes and behaviors of consumers. Health communicators must learn to accept people as they are and to associate health with things that people want.

However it can be interpreted from the results that respondents have this feeling that communications do play an effective role in managing social healthcare activities. Their belief regarding the use of this communication by private sector is still questionable. There is a strong feeling that without the use of communication, the management of social healthcare activities is not possible. The researchers found that although age had somewhat of an effect on the degree to ...