Conceptual Model of Improving Health Communication Capacities in Pandemic Conditions from the Point of View of Health System Experts

Introduction: The purpose of the "Health Communication" discussion plan, the most serious sparks of which were struck in the minds with the emergence of the COVID-19 pandemic in 2019, revealed the importance of paying attention to improving health communication more than ever. For this purpose, in the current study, the formulation of a conceptual model of health communication capacities in pandemic conditions was examined from the perspective of health system experts. Methods: This research was conducted using a qualitative approach and the foundation's data theory method. Sampling was done with a purposeful snowball method, which included 20 communication and media professors and health professionals. Data collection was done through semi-structured interviews and document reviews based on the systematic approach of Strauss and Corbin (open, central, and selective coding), which includes causal conditions, central idea, context, mediating conditions (intervenor), strategies, and consequences of analysis. Validation was done through the review of participants and experts in the health system. Results: The findings of the research in the grounded theory section show that the dimensions of the paradigm model include the central phenomenon: health communication (effective and informative communication), causal conditions: health communication harms (infodemic), the context of harms (widespread and popular media, lack of authority of the health unit, mass information, politicization), strategies (holding officials accountable, reliable sources and producing practical content, anxiety management, avoiding exaggeration of people's participation, teamwork and combination of experts, using the experiences of other countries) and consequences including (attracting trust and forming beneficial relationships) took place. Conclusions: According to the dimensions achieved in presenting the model for improving health communication capacities in pandemic conditions in the country, it can be said that on the one hand, "transparency and immediacy of information" and the other hand, "empathy and trust between people and officials" in such More than one situation should be considered.