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Empowering Peri-Urban India: How Digital Media is Transforming Health Literacy

13/05/2024

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Sudharma Dwadasi

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India’s peri-urban landscapes encircling major cities are hubs of economic activity. However, these areas often grapple with inadequate healthcare infrastructure. This gap not only limits access to medical services but also creates a void in health awareness and reliable information dissemination. Amidst these challenges, digital media emerges as a potentially transformative force, bridging gaps and empowering peri-urban communities to champion their well-being.

The Health Literacy Challenge in Peri-Urban India

Peri-urban India faces multifaceted hurdles in health literacy:

  1. Sparse Healthcare Infrastructure: With fewer medical facilities compared to urban areas, accessing healthcare becomes arduous, particularly for preventive measures and chronic disease management.
  1. Misinformation and Myths: Traditional beliefs and lack of credible sources contribute to the proliferation of health-related misinformation, hindering timely treatment and promoting unhealthy practices.
  1. Language and Literacy Barriers: Educational disparities and linguistic diversity further exacerbate the challenge of accessing accurate health information.

Digital Media as the Catalyst for Change

The advent of digital media heralds a new era for peri-urban India, offering solutions to entrenched problems:

  1. Information at your fingertips: A 2021 government survey found that 67.6% of students have access to smartphones, putting a wealth of health information at their fingertips. Mobile apps like “MyGov” or state-specific health department apps provide localized content on various illnesses, symptoms, and treatments in native languages. Social media campaigns by the Ministry of Health or verified accounts of doctors can debunk myths and promote evidence-based practices. The Government has commenced several mHealth initiatives in India like Vaccine Tracker app, India Fights Dengue app, Swasth Bharat mobile app, National Health Portal, E-RaktKosh, etc. to improve healthcare services. As of 2021, India had over 245 million health and fitness app downloads.
  1. Simplifying Complexities: Complex medical concepts can be intimidating. Digital media steps in with engaging multimedia formats. Educational YouTube channels break down complex health topics like mental health or diabetes into easy-to-understand videos. Infographics shared on Social Media can visually represent the spread of diseases or the benefits of healthy habits. Pfizer used AI to create chatbots that can answer questions about its products in multiple languages. The chatbot uses a Natural Learning Process to understand the user’s question and provide an accurate response. Johnson & Johnson uses AI to create personalized patient education videos. It also uses AI algorithms to edit and show surgical videos in the operating room.
  1. Connecting Remotely: Telemedicine platforms like Practo or Lybrate are making a significant impact. These platforms connect patients with qualified doctors in cities, eliminating the need for long journeys, and long waits in clinics, and improving access to healthcare. Patients can have video consultations, discuss prescriptions, and even get refills delivered, saving time and money.
  1. Building Communities: Digital media fosters a sense of community around health. Online forums like patient support groups on Facebook or such allow individuals with similar health conditions to connect, share experiences, and offer emotional support. This can be particularly helpful for those dealing with chronic illnesses or navigating complex medical procedures.

Real-World Examples

Various initiatives exemplify the transformative power of digital media in peri-urban India:

  1. Government Endeavors: The Ayushman Bharat Digital Mission endeavors to establish a national digital health ecosystem, granting access to medical records and virtual consultations for peri-urban residents.
  1. NGO Innovations: Projects like “Project STEER” leverage mobile applications to deliver location-specific health information and facilitate direct connections with healthcare providers.
  1. Social Media Advocacy: Platforms like WhatsApp and Facebook serve as conduits for public health campaigns, disseminating crucial information on sanitation, hygiene, and disease prevention in accessible formats.

Addressing the Challenges

While digital media offers immense potential for improving health literacy in peri-urban India, it’s not without its challenges:

  1. Bridging the Digital Divide: The benefits of digital health resources rely on access to technology and the internet. However, a significant gap exists in internet penetration and access to smartphones. This necessitates initiatives like:
    1. Community Access Centers: Establishing shared spaces with computers and internet connectivity in peri-urban areas can provide access to those who lack personal devices.
    2. Affordable Data Plans:  Offering subsidized or tiered data plans can make internet access more affordable for low-income residents.
  1. Upholding Content Credibility:  The vast amount of health information online can be a double-edged sword. Misinformation can spread quickly, leading to confusion and potentially harmful actions. This can be combated through:
    1. Collaboration with Medical Professionals: Partnering with doctors, nurses, and other qualified healthcare providers to curate and endorse reliable online content is crucial.
    2. Fact-Checking Initiatives: Supporting credible health websites and promoting fact-checking mechanisms can help identify and debunk false information. The recent “infodemic” of false messages on WhatsApp during the COVID-19 pandemic highlights the need for robust measures against misinformation.
  1. Ensuring Language Accessibility:  India’s diverse linguistic landscape presents a challenge. Many peri-urban residents might not be comfortable with English, the language often used for medical information online. To ensure inclusivity:
    1. Local Language Content Creation:  Developing health information websites and mobile apps in local languages like Hindi, Tamil, or Telugu is essential.
    2. Community Outreach Programs:  Organizing workshops and educational programs in local languages can help bridge the gap and promote digital health literacy.
  1. Self-Diagnosis and Misperceptions: Easy access to online health information can be a double-edged sword. Individuals might misinterpret symptoms or attempt self-diagnosis based on limited online information. This can lead to delayed or inappropriate treatment, especially for mental health conditions:
    1. Promoting Credible Sources:  Encouraging users to rely on well-established health websites and apps vetted by medical professionals can help prevent inaccurate self-diagnosis.
    2. Highlighting the Need for Professional Help:  Online resources should emphasize the importance of consulting a healthcare professional for proper diagnosis and treatment, particularly for complex medical conditions.

A Healthier Future for All

By addressing accessibility barriers, prioritizing linguistic diversity, and fostering collaborations with healthcare stakeholders, digital media emerges as a harbinger of health literacy in peri-urban India. With digital media at its core, this synergistic approach lays the groundwork for a healthier and empowered future for all residents of peri-urban India.