 INFORMATION EDUCATION COMMUNICATION (IEC):

 Introduction:
 Information, education, and communication is now rightfully recognizes as
an integral part of policy making procedure.
 Over the year, the thrust of the department has been to place the IEC as an
intervention tool to generate demand for the range of services under
National Rural Health Mission and various other schemes implanted by the
department.

 Definition:

 ‘’Information education and communication is an approach which attempts to

change or reinforce a set of behavior in a target audience regarding a specific
problem in a predefined period of time’’
Or
 ‘’Information education communication is the process of learning that
empowers people to make decision, modify behavior and change social
condition’’

 Objective Of IEC:
 Increase reach of services.
 Improve the quality of services.
 Make supervision more oriented towards problem solving.
 Link supervision with tanning at various level.
 Concentrate on local field problems both for development of training material
and their users.
 Combine interpersonal communication strategy with mass media approach.
 Improve performance level through continuous with village community
volunteers.

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 Importance of IEC:

 It create awareness , increase knowledge and change attitudes

 It is not expensive
 It ensures feedback mechanism

 Planning An IEC Strategy:

 IEC Success when it is planned with a comprehensive strategy

 Gain knowledge and incorporate community tradition
 There must be true dialogue
 Everything cannot be changed at once and focus on relevancy
 It should be cost effective
 Campaign for preventive behavior
 Fear arousal needs to be used with caution
 The timing should be appropriate
 Information overload is to be avoided

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 Process Of An Implementing Strategy:

Support of community leaders

Involve target audience

Establish linkage and relationships with NGO and others

Interactions between health workers and clients

Multimedia campaign

Anticipate trouble and crisis communication plan

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 Resources Of IEC:

RES
URC
 Print media:

 The aim of such advertisement is not only to encourage people to adopt

positive behavior and but also to raise awareness and disseminate
C
U
S
E
R
 The IEC division has been regularly publishing advertisements in all the
leading newspapers of India, including regional language .

information regarding availability and access to quality health care provided

by the government.
 Television:
 The IEC division of this ministry has been using this medium extensively to
spread positive health message to the target audience.
 The ministry has signed a memorandum of understanding (MoU) with
doordarshan (prasarbharati) for 300% bonous on commitment of Rs. 50
crore.

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  The objective of this MoU is to promote policies, programmes and schemes of
this ministry to the last pillar of this country through regional kendras.

INFORMATION

 Introduction:
 The information is the Facts about situation, person and events are called as
information, here the information word describe as a health information .

 Definition Of Health Information:

 ‘’ It is an integral part of the national health system it is a basic tool of
management and a key input for the progress of any society.’’

 Health Information System:

 A mechanism for the collection, processing, analysis, and transmission of
information required for organizing and operating health services and also for
research and training.

 Objective:
1. To provide reliable , relevant, up to date ,timely and reasonably complete
information for health manager at all levels (central , intermediate and local)
2. To provide at periodic , intervals, data that will show the general performance of
the health services
3. To assist planners in studying their current functioning and trends in demand
and workload

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  Information And Its Requirement :

A WHO experts committee identified the following requirements to be satisfied by

the health information system.

 The system should be population based

 The system should avoid the unnecessary data
 The system should be problem oriented
 The system should employ function and operational terms (ex. Episode of illness,
treatment regimens, laboratory test)
 The system should express information briefly and imaginatively
 The system should make provision for the feed- back of data

 Components Of Health Information System:

Health information system is composed of several related subsystem a comprehensive

health information system requires information and indicators on the following subjects:

 Demography and vital events

 Environmental health statistics
 Health status , mortality, morbidity , disability and quality of life
 Health resources, facilities, beds , manpower
 Utilization and non utilization of health service, attendance, admission, waiting
list
 Indices of outcome of media care
 Financial statistics related to the particular objective

 Uses Of Health Information:

The important uses to which health information may be applied are:

 To measure the health status of the people and to quantify their health problem
and medical and health care needs.

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  For local, national and international comparison of health status
 For planning, administration and management of health services and
programmes
 For assessing health services are accomplishing their objective in terms of their
effectiveness and efficiency
 For assessing the attitude and degree of satisfaction of the beneficiary with the
system
 For research in to particular problems of health and disease

HEALTH EDUCATION:

 Introduction:
 The practice of instructing people and communities in the principles of hygiene
and ways of avoiding disease.
 Health education is the process of imparting information about health in such a
way that recipient is motivated to use that information for the protection of his
own, his family or his community’s health.

 Definition:
 Health education is a process that informs motivates and helps to people to
adopt and maintain healthy practices and lifestyles, advocate environmental
changes as needed to facilitate this goal and conducts, professional training
and research to the same end.
Or
 Health education , like general education is concerned with changes in
knowledge , feeling and behavior of people ,in its most usual forms.it
concentrates on developing such health practices as are believed to bring
about the best possible state of well being
-World health organization

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 Objective Of The Health Education:

a) Informing people:
 The first objective of the health education is to inform people or disseminate
scientific knowledge about prevention of disease and promotion of health,
exposure to knowledge will melt away the barriers of ignorance, prejudices
and misconceptions, people may have about health and disease.

b) Motivating people:
 The second objective is more important than the first simply telling people
about health is not enough they must the motivated to change their habits
and ways of living, since many present day problems of community health
require alteration of human behavior change is the health practices whichare
determental to health.

c) Guiding in to action:
 Under the above definition health education can and should be conducted by
variety of health education and communication personnel in a variety of
setting starting with the physician people need help to adopt and maintain
healthy practices and lifestyles which may be totally new to them.

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 Approaches To Public Health:

APPR
ERducati
egulat
Servi
OA
Approa
S
1. Regulatory approach:
 The regulatory approach seeks to protect the health of the public through the
enforcement of laws and regulations e.g, food adulteration the best laws are
but waste of paper if they are not appreciated and understood by the people.

2. Service approach:
 The service or administrative approach aims at providing all the health
facilities needed by the community in the hope that people would use them

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 to improve their own health the service approach proved a failure when it
was not based on the ‘felt needs ‘ of the people for example when water seal
laterines were provided free of cost in some village in india under the
community development programmepeople did not use themthis service to
illustrate that we may provide free service to the people but there is no
guarantee that the service will be used by them.

3. Educational approach:
 It is a major means today for achieving change in health practices and the
recognition of the health needs it involves motivation , communication and
decision making the result although slow are permanent and enduring
sufficient time should be allowed to have the desired change brought about
there are certain problems which can be solved only through education ex,
nutritional problems , infant and child care personal hygiene, family planning
the educational approach is used widely today in the solution of community
health problem it is consistent with democratic philosophy which does not
‘order’ the individual.

 Principles Of Health Education:

1. Interest
2. Participation
3. Known to unknown
4. Comprehensive
5. Reinforcement
6. Motivation
7. Learning by doing
8. Soil (people) seed (health facts) and sower (transforming media)
9. Setting example
10. Good human relations
11. Leaders

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 Methods Of Health Education:
 Health education carried out at three main levels –individual , group, and
general public through mass media of communication . for effecting changes
in attitudes and behavior.

A. Individual and family health education:

B. Group health education:
a) Lecture – films ,chart flannel graph exhibition flash card
b) Group discussion
c) Panel discussion
d) Symposium
e) Workshop
f) Role play
g) Demonstration
C. Education of the general public:
a. Television
b. Radio
c. Press
d. Health magazines
e. Posters
f. Health exhibition
g. Health museums

 Contents Of Health Education:

 Human biology
 Nutrition
 Hygiene
 Family health care
 Control of communicable and non-communicable disease

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  Mental health
 Prevention of accidents
 Use of health services

 Educational Aids Used In Health Education:

1. Audio aids
2. Visual aids
3. Combination of audio visual aids

1. Audio aids: megaphones ,microphones, gramophone, taperecorder, radios

2. Visual aids : films, cinemas, slides, over head projector, trnasparencies, black
board, picture, cartoons, photograph, poster, flash cards, chart, models,
puppet shows, dramas dance, folkdance
3. Combination of audio –visual aids: television, films, cinemas, multimedia
computers

COMMUNICATION:

 Introduction:
 The word communication is derived from Latin word ‘communis’ which
means common.
 It is a process of exchange of facts, ideas, opinions and a means that
individual or organizations share the meaning and understanding with one
another.
 Definition:
 “communication is the process of exchanging the information and the
process of generating and transmitting meanings between two or more
individuals”

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 Communication Process:

 Types Of Communication:
 One way communication
 Two way communication
 Verbal communication-by discussion, meeting,
announcement , staff conference, records and reports
 Non verbal communication
 Formal and informal communication
 Visual communication
 Tele communication and internet
suggestions, advice,

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 Important ‘C’ Of Communication:
1. Correct
2. Clear
3. Complete
4. Concise
5. Consistent
6. Credible
7. Continuous

 Barriers Of Communication:
1. physiological - difficulties in hearing ,expression
2. psychological- emotional disturbance ,neurosis, level of intelligence
3. environment –noise, invisibility
4. culture-level of knowledge, understanding, custom, belief, religion ,economic
class

IEC IN NURSING:

1. At Individual Level:
 Provides opportunity to develop personality , knowledge , skills, and
confidence
 It increase awareness
 Reinforcement to sustain behavioral change
 Communication is very important in nursing practice
2. At Community Level:
 Informing
 Persuading
 Motivating
 Encouraging

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 Nursing Responsibility In IEC:

 The nurse should consider the following points in health education

 To gain confidence of people
 To arouse the interest in people about good health
 To motivate them to bring about changes in habits for healthy life
 To prepare them for utilization of available health services
 To develop a sense of responsibility among people towards good health of the
whole community
 A friendly and cooperative feeling should be kept for health education
 The opportunities for health education should be widely used
 It is necessary to select the subject matter cautiously . the nurse should be
proficient in the art of incidental and timely health education
 It is necessary to use appropriate audio visual aids to enhance the effect of
health education
 The sufficient preparation and cooperation of the government and voluntary
agencies, central health education bureau , state health education bureau , health
workers etc.
 It is necessary to remove various obstacles in communication
 Health education should be planned and continuous
 Periodical evaluation and expected correction of health education programmes
with the help of various tools and observation are the responsibilities of a
nurse

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 MANAGEMENT INFORMATION AND EVALUATION SYSTEM (MIES)

 Definition:
 “Management information system: An array of components designed to
transform a collective set of data into knowledge that is directly useful and
applicable in the process of directing and controlling resources and their
application to the achievement of specific management objectives.”

[Hanson 1982]

 Evaluation System:
 “A periodic evaluation of system to assess its status in term of original and
current expectation and to chart its future direction.”

 Health Information System:

 “Health information is any quantifiable and non- quantifiable information that
can be used by health decision-makers and clinicians to better understand
disease processes and health care issues, and to prevent, diagnose or treat health
problems.”

[WHO]

 OBJECTIVES OF MIS:
 To enhance communication among employs.
 To provide a system for recording and aggregating information.
 Reduce expenses related to labor-intensive manual activities.
 To support the organization’s strategic goals

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 IMPORTANCE OF MIS:
 Planning systematically and coordinating activities.
 Establishing databases on budgets, personnel, facilities and equipment.
 Providing guidance in choosing entry points for program interventions and
establishing active partnerships with other organizations
 Providing information on the status of the population served, such as its health
status (i.e. defines surveillance levels).
 Guiding prioritizing by identifying major problems.
 Providing indicators for monitoring and evaluation of performance.
 Assessing the impact or effectiveness of services.
 Guiding the forecasting of Commodity or service needs.

 Implementation Method Of MIS:

1. Parallel Approach
2. Direct Approach
3. Modular Approach

1. Direct Approach:
 Direct installation of the new system with immediate discontinuance of the old
existing system is referred as “cold turnkey” approach. This approach becomes
useful when these factors are considered.
 The new system does no replace the existing system.
 Old system is regarded absolutely of no value
 New system is compact and simple.
 The design of the new system is inexpensive with more advantages and less risk
involved.

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2. Parallel Approach:
 The selected new system is installed and operated with current system.
 This method is expensive because of duplicating facilities and personal to
maintain both the systems.
 In this approach a target date must be fixed when the operations of old system
cease and new one will operate on its own.

3. Modular Approach:
 This is generally recognized as “Pilot approach”, means the implementation of a
system in the Organization on a piece-meal basis.

 Advantages Of MIS:
 The risk of systems failure is localized
 The major problem can be easily identified and corrected before further
implementation.
 It supports and enhances the overall decision making process.
 MIS enhances job performance throughout an institution
 It provides the means through which the institutions activities are monitored and
information is distributed to management, employees and customers.
 It measures performance, manage resources
 It can also be used by management to provide feedback on the effectiveness of
risk controls.

 Limitations:
 Technology also increases the potential for inaccurate reporting and flawed
decision making. Because data can be extracted from many financial and
transaction systems, appropriate control procedures must be set up to ensure
that information is correct and relevant.

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  NURSING MANAGEMENT INFORMATION SYSTEM(NMIS)

 Nursing information systems (NIS) are computer systems that manage clinical data
from a variety of healthcare environments, and made available in a timely and
orderly fashion to aid nurses in improving patient care.

 Applications Of NMIS:

1. Fiscal Resource Management

2. Workload Measurement And Staffing Requirements
3. Staff Scheduling
4. Personnel Management

1. Fiscal Resource Management:

 The information generated can be used to monitor past performance or to
predict future performance.
 Accumulated data can be analyzed for the development of trends that can be
used to project future expenditures. Necessary reallocations and budgetary
adjustments can then be made on the basis of these projections.

2. Workload Measurement And Staffing Requirements:

 It helps to store, manipulate and retrieve large volumes of data. The
information generated assists nursing managers in planning, monitoring and
evaluating use of nursing resources on a daily basis and in the longer time
frame.
 It is used to generate staff schedules with conjunction with personnel
management.

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3. Staff Scheduling:
 Nursing managers are able to plan schedules in advance with considerable time
savings. Staffs are informed well ahead of time.
 Staffing records, if maintained properly, provide useful information for
monitoring absenteeism, scheduled time off, and turn over.

4. Personnel Management:
 An employee with a special mix of skills can be located. Records are readily
accessible needed for accreditation purposes or to monitor contract
compliance.
 The information may be retrieved on a daily basis for use in conjunction
with workload measurement and contract requirements to plan staffing
assignments.

 Advantages Of NMIS:

 IN NURSING ADMINISTRATION: Evaluate quality assurance programs Defend

resource allocation to nursing Demonstrate the contribution nursing, makes to
the care of the patient. Identify outcomes of nursing care.

 IN NURSING PRACTICE: Enhance documentation by nurses Provide data to

enable research directed at examining the inter relationships between data
elements and nursing outcomes. Facilitate development of the nursing process.

 NURSING RESEARCH: To assess variables on multi levels including

institutional, local, regional, and national. Identify trends Integrate to build
information and to further synthesize to develop nursing knowledge.

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 NURSING EDUCATION: To develop body of knowledge with focus on nursing
process. To enable staff educational needs based on follow up care and
outcomes. To enhance student nurses accurate documentation.

 EVALUATION SYSTEM

 Every organization needs to evaluate its performance and the impact of its
efforts. In many instances, organizations have multiple programs and will
need to evaluate each one from two perspectives:

1. how
2. whether it has achieved its specific objectives.

 Organizations should develop and implement a comprehensive evaluation

plan that outlines the time-frames and resources needed for mid-term and
final evaluations of each major program.

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 Major Kind Of Evaluation:

M
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O
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MAJO
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a
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v R KIND
Process
Output
Effect O
I
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o
ti
Short
N Term
OF
Evaluatio
Impact
EVALUAT IO
Evaluati
nn
N on
A. Process Evaluation:
 Continuous monitoring and supervision are part of process evaluation,
which examines how well program activities are being implemented.
Specifically, process evaluations focus on the development and
strengthening of existing systems, protocols, and guidelines necessary to
support, standardize, and institutionalize service activities.
 These activities support planning, implementation, and supervision to
assess progress against project goals and objectives.

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  Process evaluation should also review what is working and what is not in
order to enable staff and managers to develop corrective actions; determine
whether resources, equipment, supplies and staff skills are adequate and
used efficiently and effectively; identify barriers to program.

B. Output evaluation:
 The output evaluation assesses achievements on-site by viewing defined,
quantifiable indicators of program performance such as access, quality and
acceptability, number of persons trained and use of services by the target
populations. Output indicators are usually quantitative.

C. Effects evaluation:
 Effects measurement focuses on changes observed within the target
population in the catchment area, for example: observed changes in
reproductive health attitudes, changes in staff and skills, and changes in
provider attitudes toward providing and managing services.

D. Short-term impact evaluation:

 The findings from the original baseline survey should be used to derive the
indicators for the short-term impact evaluation.
 This evaluation is conducted at a specified, predetermined time following
the introduction of a new program. Relevant data from reports, service
statistics, and training information systems contribute to the analysis of
short-term impact.

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  SUMMARY

Information, education, and communication is now rightfully recognizes as an integral

part of policy making procedure. Information education and communication is an approach
which attempts to change or reinforce a set of behavior in a target audience regarding a
specific problem in a predefined period of time. An MIES helps a manager to collect and use
information to make management decisions in a timely manner. Managers also use MIS
data to analyze, plan, make decisions, take actions and evaluate. An effective MIES provides
accurate, complete, and timely information. MIES formats should include feedback
mechanisms so that decisions made at all levels within the organization.

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 ABSTRACT:

INFORMATION EDUCATION COMMUNICATION SERVICE IN MCH CARE

PROVIDED AT AN URBAN HEALTH CENTRE

 Background:

Regular IEC programs during antenatal and intranatal period, through individual or group
approach, brings desirable changes in health practices of people, resulting in a healthy
mother and a healthy baby.

 Materials and Methods:

This study was conducted to assess the level of IEC services regarding pregnancy and child
care, received by the women at an MCH clinic of an urban health center, where the study
subjects comprised 400 antenatal (AN) and postnatal (PN) women and mothers of children
under five years.

 Results:

Warning signs of danger was explained to only 10% of the AN and PN women. Advice
regarding family planning appeared to be the most frequently covered, though that too was
explained to less than half of the subjects. About one third of the women were advised on
breast feeding. Only 8% of the mothers had been told about all issues regarding pregnancy
and child care. Breast feeding and weaning was properly explained to 85.7 and 81.1% of
the total mothers of U5 children. Advice regarding subsequent nutrition was given to
60.9% of mothers. About only a quarter of the total mothers were advised on home
management of diarrhea and acute respiratory infections. Very few mothers were
counseled about the growth pattern of the children and none were shown the growth chart.
Only 12.9% of the mothers were informed about all issues.

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  Conclusion:

IEC regarding maternal and child care other than feeding practices is a neglected service in
the health facility where the study was conducted.

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 BIBLIOGRAPHY

1. BT Basavanthappa. Nursing Management In Service And Education. Information

Education Communication. Six Edition. New Delhi: Jaypee Publication. Pp (224-226)
2. I. Clemet. Management Of Nursing Services And Education. Communication. Second
Edition. New Delhi: Elsevier Publication. Pp (107-109)
3. Mary Magee Gullati. Nursing Management Principle And Practice. MIES. Third
Edition: Jaypee Brother Publication; 2005. Pp (221-226)
4. Vati Jogindra. Principles And Practice Of Nursing Administration. IEC. Second
Edition: Jaypee Brother Publication; 2013. Pp (254-258)
5. K.K Gulani. Community Health Nursing. IES. Third Edition. New Delhi: Kumar
Publication. Pp (591-593)

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