Health Network Communication Management in Traditional Thai Medical Associations in Chanthaburi Province.

Abstract

     This research aimed to study the management of traditional Thai medical clinics in Chanthaburi province by analyzing communication within the network of traditional Thai medical clinics and synthesizing guidelines for the development of health communication. The research tools used were observation, in-depth interviews, brainstorming, and in-depth data collection.

         The results of the research were the following. All three clinics had five management processes: (1) The first management process was the structure of the family clinic administration. (2) The financial management of the clinic was divided into 2 areas: revenue and service rate selling herbs. Expenses included rent and staff wages. (3) There were two types of recruitment: permanent and hourly employment. (4) Internal communication, which is in an informal, horizontal form, can be divided into 2 types: personal media and printed media. (5) Health communication with service recipients included multiple aspects of communication: traditional medical personnel in the capacity of communicators; news promoting healthy behaviors; communication channels that bring information to service recipients including personal media, specialized media, and online media; service recipients in the role of recipients.        

     The guidelines for the development of health communication in traditional Thai medical associations consisted of a vision and a mission to create knowledge in traditional Thai medicine. There were four stages in network management: establishment, name assignment, maintenance fees, and membership levels. In terms of communication within the associations, it was divided into 2 parts: 1) formal activities such as establishing a common mission and 2) providing clear communication channels and informal activities such as knowledge training and small meetings. Communication outside the association can be divided into 4 groups: service recipients, the general public, the government sector, and the civil society sector. These led to a stable and sustainable foundation.