AudiencScapes

The AudienceScapes Ghana Quantitative Survey has highlighted the importance of word-of-mouth networks for sharing and interpreting many types of information. Indeed, word-of-mouth looms large for health issues, with 70 percent of all survey respondents saying that they discuss health with others.

More than two thirds of survey respondents said these discussions take place regularly (“often” or “very often”) with friends and family, surpassing the number citing frequent health talks with work or school colleagues and with doctors; health discussions with community elders and traditional healers rated low on the scale (see chart). However, when asked about the trustworthiness of health information provided by various sources, doctors rated as high as more-frequently-consulted friends and family members.

This points to a potential need for development groups to intervene to help connect respected sources—in this case, medical professionals—with those who want and need good health information.

Read more about the sources for health information in Ghana