Communication Program Evaluation of National Health Commission Office 2019 (NHCO)

Abstract

                This article is partly extracted from the research project “Communication Program Evaluation of National Health Commission Office 2019 (NHCO)”. The project aims to study how the target group perceives, understands and has attitude towards NHCO’s media. Evaluation is separated into 2 methods: (1) quantitative research by selecting 400 samplings who have been exposed to NHCO’s media nationally, using online and offline survey distribution and (2) qualitative research by utilizing focus group with 6 people who are purposively selected to be key informants from government, academic and civic society sectors.
                The result from both quantitative and qualitative research method is consistent and leads to recommendations to improve current work in NHCO’s Communication Department in 6 dimensions. They are (1) Content Direction, the result shows that adjusting content in accordance with current affairs that relating to people’s and community’s interest is appropriate. Furthermore, language should be easier to understand and reduce the degree of organizational promotion. Content also should be extended to draw on people’s participation. (2) Art Direction and Presentation, it is shown that communication techniques such as infographics, pop-ups, etc. are useful. Design and layout should be categorized for easier access and unity. (3) Channel and Distribution, to maximize public accessibility, it is recommended that the use of communication channel should carefully match target’s behavior and organization’s communication strategy. (4) Target Group, it is crucial to define who is the right audience in accordance with the right channel as well as the right content. Considering to find new potential target groups is also the choice, such as students, local media, etc. (5) Organizational Communication, corporate identity is important. Single identity should be communicated. Despite different NHCO’s media, people can connect that they are produced from similar origin. In addition to this, re-naming online media is suggested to attract people and make it more understandable and memorable. (6) Integration NHCO’s mission with alliances, this is to make the public understand public health system and convey the positioning of NHCO in macro picture of the country to the mass audience.