Title: A model of strategic communication for clinical premises based on perceived risk of NCDs: a study of Kolkata, India

Authors: Soumik Gangopadhyay; Suman Chakraborty

Addresses: International School of Business and Media Kolkata, 330/2 Pujali Trunk Road, BudgeBudge, Kolkata, 700138, India ' Department of Commerce, Manipal Academy of Higher Education, MIT Campus, Manipal, Karnataka 576104, India

Abstract: Healthy lifestyle and low probability of an attack of non-communicable diseases NCDs are inextricably linked. Addressing the risk factors can become an effective and inexpensive option to combat the unfinished agenda of NCDs. But, subjective action to prevent or mitigate a disease depends on perceived risk. So the broad objective of this study was to assess the opinion of urban patients regarding NCDs, to justify the importance of lifestyle modification and implement it by using health promotion techniques such as awareness programs to sensitise people. Five hundred out-patients of ten private super specialty hospitals of Kolkata, India were chosen as respondents who were interviewed with the help of a structured questionnaire. This study has emanated that perceived importance of information pertaining to NCDs and healthy lifestyle need to be communicated to the victims in a customised way to avoid the emergence and to arrest the progress and intensity of NCDs besides the use of medicinal support.

Keywords: non-communicable diseases; NCDs; perceived risk; healthcare interventions; lifestyle modification; health promotion.

DOI: 10.1504/IJBIR.2021.116381

International Journal of Business Innovation and Research, 2021 Vol.25 No.3, pp.353 - 364

Received: 04 May 2019
Accepted: 09 Aug 2019
Published online: 22 Jul 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article