Changing the healthcare narrative : applying the Health Belief Model to increase the adoption of stigmatized alternative medicine practices
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The health care needs of marginalized communities with pain complaints are chronically under-served. The World Health Organization, as of July 2022, identified that approximately 1.71 billion people have musculoskeletal conditions worldwide. Of this population, only 3.4 percent of Black Americans in the United States were said to be likely to seek out chiropractic care services as a health intervention. It is unfortunate that an adverse health outcome that limits mobility and lowers the overall quality of life continues to go untreated. In addressing the chief barriers to care, this study sought to combat the skepticism that minority communities, namely Black Americans, have towards chiropractic care, as a stigmatized alternative medicine practice. Studies have shown that applying health communication theories to health-related campaigns increases the likelihood of a health behavior being adopted. Through the lens of the Health Belief Model, the conceptualization of effective healthcare messaging was aligned with industry expertise to provide recommendations to health communicators on how to connect with Black American audiences dealing with medical distrust. Seven health advocators and communicators, based in Baltimore, Maryland, who serve a predominantly Black American population were interviewed to highlight their expertise in the health promotional content creation space. Dedicated to their work at the Baltimore City Health Department and Johns Hopkins Medicine, these constituents allowed this study to conclude on seven best practices health promoters can use to best appeal to Black Americans to increase their receptiveness towards stigmatized medical services.
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OpenAccess.