Bridging Health Communication Gaps

14 - 16 October, 2014

Ahmedabad, India

Programme Director

Arbind Sinha, Ph.D.

In spite of best efforts and many milestones that have been achieved, the journey towards 'health for all' is a long one, especially in the rural and tribal areas. Apart from poverty and geographic remoteness, low level of health awareness is the major factor responsible for poor health indicators and limited utilisation of healthcare facilities.

The need for strengthening communication system and getting professionals to help improve the situation is the felt need of all those associated with Healthcare Management.

This realisation drove MICA to launch a Management Development Programme (MDP) on 'Bridging Health Communication Gaps' and sensitise the professionals who can meet the challenge of reaching the unreached and reduce the gap between the Healthcare Programmes and the people.


  1. To discuss the Health Communication (healthcom) needs of the country and the point of view of the end-users of healthcare services as well as that of the programme officials at macro and micro level.

  2. To provide lead to the capacity enhancement of the healthcom officials through a holistic understanding of communication and the paradigm shift in its approach to creating awareness and behaviour change in the targeted population.

  3. To sensitise the healthcom officials towards socio-cultural aspects of communication planning, management and execution.

  4. To enhance essential skills in meeting the healthcom challenges and developing an integrated plan for facilitating behaviour change.

  5. To hammer out media management issues with respect to advocacy for health programmes.

The MDP on 'Bridging Health Communication Gaps' will proceed with the basics of Health Communication, its process, effectiveness and its role in the health sector, especially for social change; the paradigm shift from Information, Education and Communication (IEC) to Behaviour Change Communication (BCC), the importance of BCC, the depth of responsibilities associated with BCC and the challenges of BCC. 


The MDP on 'Bridging Health Communication Gaps' will cover the following topics:

  1. Communication and Health

  2. Healthcom – Structure, Functioning and Administration

  3. Basics and Theories of Effective Communication

  4. Paradigm Shift in Healthcom – Role and Responsibilities

  5. Challenges and the way forward in Healthcom

  6. Barriers to  Healthcom – Structural, Social, Economic and Technological

  7. Strategy and Action Plan

  8. Media Management

  9. Creativity in Healthcom

  10. ICT in  Healthcom Management


Participants in the MDP on 'Bridging Health Communication Gaps' will understand the theoretical as well as field realities of programme implementations and learn a practical approach to effective Health Communication management.


The approach in the MDP on 'Bridging Health Communication Gaps' will be participatory with situation analysis, case study and discussion on strategy and plan of Health Communication management. The MDP will have a focus on bridging Health Communication gap issues, especially at the sub-district level.


The MDP on 'Bridging Health Communication Gaps' is designed for senior and middle level programme officers working with the health programmes of Government departments, NGOs and international organisations supporting health interventions.

CSR team from corporates, communication agencies designing health communication campaigns and consultants in the area of Health Communication will also find the MDP relevant and useful.


"A very useful MDP for the identified title, as it shows us a clear pathway for effective communication in health sector."

- Dr. L. B. Asthana, Dy. Director, IEC, State Health IEC Bureau, Dept. of Public Health & FW, Govt. of Madhya Pradesh, Bhopal

"It was a great experience.  Learnt again about communication, BCC, IEC and gained new perspective."

- Nistha Dubey, District Co-Ordinator, BBC Media Action, Patna

"MICA provides an excellent environment for learning."

- Suparna Sarkar, BCC & Knowledge Management Specialist, FHI 360 ( MPTAST-MPHSRP), Bhopal

"Good opportunity for health communication professionals to revisit and re-think the application of health communication in a learning atmosphere."

- Elisa Patnaik, Communication Officer, BBC Media Action, New Delhi

"Very good experience."

- Pravina N. Shreemali, District IEC Officer, Health Dept., Govt. of Gujarat, Bhuj

"The course will provide extra edge to understand design and implement a BCC to get desired (maximum) results."

- Gajendra Singh, M & EO, EFICOR, New Delhi

"The overall experience is good and would surely recommend others for the forthcoming MDPs."

- Achint Verma, Communication Officer, BBC Media Action, New Delhi


Arbind Sinha, Ph.D.

Arbind Sinha, M.Sc. (Anthropology), Ph.D. (Sociology), is a Professor with MICA. After working for 22 years with the Space Applications Centre (SAC) and Development and Educational Communication Unit (DECU) of ISRO, Prof. Sinha worked with the Royal Danish Embassy in Delhi as a Communication Advisor for the National Programme for Control of Blindness. He also worked as a Professor with the TALEEM Research Foundation, Ahmedabad and subsequently with MICA for over a decade now - spearheading its programmes in the area of Social and Development Communication.

An expert in Development Communication, Health Communication, Behaviour Change Communication (BCC) and Disaster Communication, Dr. Sinha has developed the concept of the Human Channel of Communication. His research involvement includes Health Communication Needs Assessment, Blindness Control Programme, Malaria Compliance Study and Tuberculosis Control Programme. He applies the knowledge of culture and the understanding of Development Communication to analyse problems and prospects in Health Communication from the cultural context.

Dr. Sinha has organised a large number of training programmes for medical officers, senior health department officials and in-service health communication personnel working with different state, national and international organisations.

He has served on the national and state level committees, including UNICEF, USAID, COUNTERPART (India), Path Finder, DST (Govt. of India), National AIDS Control Organisation (NACO), Gujarat State AIDS Control Society and Total Sanitation Campaign, making significant contribution in strengthening health communication efforts for rural India.

He has contributed to two books, co-edited two books, written several training manuals and authored more than two dozen papers in books and journals of national and international repute.

He can be reached at [email protected]


All participants of the MDP on 'Bridging Health Communication Gaps' will be awarded a MICA MDP certificate of participation on successful completion of the programme.


14 - 16 October, 2014


Ahmedabad - 380 058 (India)


For Indian Participants

Rs. 30,000/- per participant for the residential MDP.
Please add  12.36%  towards Service Tax.

For International Participants

US $ 1,250/- per participant for the residential MDP.
Please add 12.36% towards Service Tax.

  • The fee includes the programme fee (including programme delivery and course material) as well as full board and air-conditioned single room accommodation at the MICA MDP Centre

  • Payment should be made by Demand Draft payable at Ahmedabad, India or a Pan-India Company Cheque in favour of 'MICA'

  • Payment can be transferred electronically to MICA's savings account (00491000064062) at Bodakdev, Ahmedabad branch (0049) of HDFC Bank Ltd. (RTGS/NEFT IFSC:HDFC0000049)

If you remit the fee electronically, please include the Name of Remitter (The name of the sponsoring organisation) and the Purpose of Remittance i.e. MDP on ‘Bridging Health Communication Gaps’ in the payment details.

Please send us the remittance details attaching the original payment slip along with the MDP nomination form, to enable us to easily identify your payment sent by electronic transfer.

MICA's Service Tax Number: AAATM2168DSD001

We recommend that you send your nominations early. If, for whatever reason, you cancel it, we will refund the fee provided we get your written request for cancellation at least 15 days ahead of the programme commencement date. In case the nominated person does not attend, the sponsoring company can nominate another person to attend the programme with prior intimation.


Early Bird Discount: Nominations received with payment on or before Thursday, 21 August, 2014, will be entitled for an early bird discount of 10%

Group Discount: MICA extends a discount of 10% for a group of 4 or more participants attending this MDP together as a team, from the same organisation.

Combine the Two: Organisations with nominations and payment received on or before Thursday, 21 August, 2014, can avail of both the discounts subject to a maximum overall discount of 15%.


Early Bird Offer Closes: Thursday, 21 August, 2014

Last Date For Nomination: Tuesday, 7 October, 2014


For further information, please get in touch with Hardip Chandnani, Senior Marketing Executive at the MICA Management Development Programme Centre . He can be reached at phone number +91 2717-308314 or mobile number +91 9586859700. Or E-mail: [email protected]

For Customised or In-company Programmes, please get in touch with Narayanan K Nair, Senior Manager, Management Development Programme Centre. He can be reached at phone number +91-2717-308320 at his mobile number +91 9724447196 Or E-mail: [email protected]

Shela, Ahmedabad – 380 058 (India)
Phone:+91 2717 308250 Fax: +91 2717 308349 E-mail: [email protected]

Click here to download Brochure

Click here to download Nomination Form