What do people actually understand by “health”?
Health as an elementary component of life concerns every human being. But even the definition of what “health” is differs, both in the understanding of each individual and in general in medicine, research and health care. The attitudes, behaviors and expectations associated with it are even more different.
In the field of health research, SINUS-Institut has developed clear focal points in recent years and is continuously researching the different perceptions, needs, wishes, fears and behavior patterns, and how these manifest themselves in the different social milieus. From our qualitative and quantitative research projects for various clients (mainly ministries, public institutions, associations, organizations) on various issues in the health sector, we know that the handling of disease, prevention behavior, the assessment of personal responsibility, the use of health services, the control competence, the perception of the health system and its actors differ strongly according to milieu.
Health communication with the help of Sinus-Milieus
However, not only do health-related values, attitudes and lifestyles differ considerably in the various social classes or population groups, but communication needs also vary a great deal. It therefore makes sense to include the Sinus-Milieus social model when designing communication, shaping motivation, and finding starting points for optimizing approach strategies.
