Forma, Vol. 31 (Special Issue), pp. S17–S21, 2016


Forms of Health Care Communication: An Integrated Approach

Elly Shiozawa

Meiji University School of Commerce, 1-1 Surugadai, Kanda, Chiyoda-ku, Tokyo 101-8301, Japan
E-mail address:

(Received December 10, 2015; Accepted May 13, 2016)

Abstract. Utilizing specific forms of communication will lower health care costs by increasing productivity and efficiency in the health care sector. Firstly, we analyzed the form of communication in the context of risk management. The health care provider was the focus. Specifically we examined the checklist used by surgeons to prevent malpractice incidences; reducing complications after surgery or general treatments will therefore lower the mortality rate and result in lowering health care costs. Secondly, from the potential-patient aspect of health care (preventive medicine), we took up the form of communication in the context of Kotler’s social marketing. Through promotional strategies, such as campaigns, the general public will have more knowledge of diseases; people would know what to expect and what would be the consequences. This paper sets the framework for analyzing the two forms of health care communication.

Keywords: Forms of Health Care Communication, Risk Management, Social Marketing, Health Care Sector

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