Can you use Systems Thinking models to device a communications strategy that rationalizes the use of antibiotics from a demand, supply and policy perspective?
Context
The Foundation for Medical Research works in the field of Antimicrobial Resistance (AMR) with 4 stakeholders - policy makers, local govt, medical service providers, community at large - with a focus on raising awareness on AMR and bringing behavior change among all stakeholders.
Challenge
To develop a communication strategy that is intended to create behavior change among the 4 stakeholders - to rationalize the demand and supply of antibiotic use + effective advocacy for a supportive policy environment
We created a comprehensive SBCC strategy document that will guide the behavior change program for a 4-year period. This has been approved by all stakeholders and will be taken up for implementation in this year.
Outputs
We used the ‘Systems Thinking Iceberg’ model to analyze the interplay between Patients, Service Providers (Public sector, Private practitioners, Pharmacists) & Policy Makers (ICMR & MCGM) to arrive at key inflections points where communications could trigger desired behaviors and result in holistic systems change.
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Analysis of Events: Understanding the current situation in terms of Antimicrobial Resistance due to irrational use of Antibiotics. How it has adversely affected disease levels and loads on public and private health systems.
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Analysis of Trends: What the patterns of behavior are that have resulted in this situation at a Patient, Provider & Policy level.
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Analysis of Systems & Structures: What are the cracks in the system that have allowed the situation to escalate to this level - formal & informal. What could be shifted? What might possible Theories of Change look like?
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Analysis of Mental Models: At each level – Patient, Provider & Policy maker. What are the Barriers & Motivators of Change? What kind of messaging and mediums would be most conducive to creating the change we wish to see?
Strategic Framework
Solution
Using the above guiding principles & strategic framework, our role was to create and document a ‘behavior change strategy’ in an implementable format that will guide the behavior change program to be rolled out over a 4 year period. We undertook the following process:
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Desk review: In depth study on AMR - country context, organizational background, project goals
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Communication Strategy Workshop: To throw light on the various tenets of the ‘Strategic Communications Framework' and facilitate a discussion in context of behavior change among key stakeholders for rational use of antibiotics.
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Strategic exercise to develop the Communication Strategy: Findings from workshop synthesized + internal strategic exercise to arrive at the Communications Strategy
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Documentation of Communications strategy: Strategy + roadmap for the next 4 years of the project period + annual review mechanism
