The successful implementation of health sector reform projects rests on the support and buy-in generated among key stakeholders. Advocacy work among policymakers, national, regional, and
municipal leaders should result in a clear understanding of the benefits to be gained from the Health Reform project. The use of a client-oriented approach to reform should help program managers understand the perceptions, motivations, and needs of various clients/publics with regard to health care reform issues. Armed with this knowledge, program managers can then design health care reform measures that meet client needs and expectations. With an appropriate intervention designed, program managers will then need to put in place a strategic communication program that will achieve the following:
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Create buy-in and support for the goals of the Health Reform project among key constituencies at the national and local levels;
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Provide target audiences and beneficiaries with information that explain the benefits as well as the consequences of health sector reform;
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Train frontline service providers on communication skills they need to inform, persuade, and motivate the poor who access health services;
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Assist civil society in monitoring project implementation by providing information on project activities, and facilitating dialogue with field-based implementation agencies on key issues that hinder public acceptance and support for the project;
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Engage media professionals in a two-way dialogue on key issues on health care reform so there is a balanced treatment of stories in print and broadcast media.
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Page updated September, 2004
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