A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand
Rabies is a lethal zoonotic illness that claims over 59,000 lives annually. However, this fatality can be avoided by postexposure prophylaxis (PEP). This study aimed to identify and characterize different personas of individuals regarding their PEP-seeking behavior and develop tailored communication...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-06-01
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| Series: | One Health |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2352771425000163 |
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| author | Jitjayang Yamabhai Patoo Cusripituck Teerawan Mingbualuang Nareerat Sangkachai Wimwiga Sakchainanon Chanatda Tungwongjulaniam Onphirul Yurachai Ratana Theerawat Anuwat Wiratsudakul |
| author_facet | Jitjayang Yamabhai Patoo Cusripituck Teerawan Mingbualuang Nareerat Sangkachai Wimwiga Sakchainanon Chanatda Tungwongjulaniam Onphirul Yurachai Ratana Theerawat Anuwat Wiratsudakul |
| author_sort | Jitjayang Yamabhai |
| collection | DOAJ |
| description | Rabies is a lethal zoonotic illness that claims over 59,000 lives annually. However, this fatality can be avoided by postexposure prophylaxis (PEP). This study aimed to identify and characterize different personas of individuals regarding their PEP-seeking behavior and develop tailored communication strategies to encourage PEP adoption among these distinct groups effectively. We categorized our subjects, residing in two districts of Chonburi province, Thailand, into three groups: (i) individuals with a history of dog bites who underwent PEP; (ii) individuals bitten by dogs who did not receive PEP; and (iii) individuals who had never been bitten. Subsequently, we employed an empathy map, a visual method, and a customer journey map to better understand the participants' experiences and perceptions. A total of 38 individuals were interviewed. We categorized the participants into three distinct personas: positive, neutral, and negative trends. Individuals classified within the positive trend strongly advocate for seeking rabies vaccines in the event of a dog bite. Meanwhile, individuals who have a neutral inclination are more likely to contemplate getting vaccinated following a dog bite, particularly if the injury is substantial. Those with a negative trend demonstrate a notable lack of attention or concern toward preventing rabies. A lack of attention to the potential severity of the issue characterizes their attitude. Notably, nearly half (44.74 %; 17/38) of the individuals involved in the study indicated utilizing interpersonal communication, followed by digital platforms (42.11 %; 16/38) and traditional communication channels (10.52 %; 5/38). Tailoring communication modalities to suit each specific group is crucial for effective outreach. |
| format | Article |
| id | doaj-art-ff96fb7bbcae484291aab3c1b7855cf6 |
| institution | Kabale University |
| issn | 2352-7714 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | One Health |
| spelling | doaj-art-ff96fb7bbcae484291aab3c1b7855cf62025-01-28T04:14:44ZengElsevierOne Health2352-77142025-06-0120100980A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from ThailandJitjayang Yamabhai0Patoo Cusripituck1Teerawan Mingbualuang2Nareerat Sangkachai3Wimwiga Sakchainanon4Chanatda Tungwongjulaniam5Onphirul Yurachai6Ratana Theerawat7Anuwat Wiratsudakul8Research Institute for Languages and Cultures of Asia, Mahidol University, ThailandResearch Institute for Languages and Cultures of Asia, Mahidol University, ThailandResearch Institute for Languages and Cultures of Asia, Mahidol University, ThailandThe Monitoring and Surveillance Center for Zoonotic Diseases in Wildlife and Exotic Animals, Faculty of Veterinary Science, Mahidol University, ThailandDivision of Communicable Diseases, Department of Disease Control, Ministry of Public Health, ThailandDivision of Communicable Diseases, Department of Disease Control, Ministry of Public Health, ThailandDivision of Communicable Diseases, Department of Disease Control, Ministry of Public Health, ThailandDivision of Communicable Diseases, Department of Disease Control, Ministry of Public Health, ThailandThe Monitoring and Surveillance Center for Zoonotic Diseases in Wildlife and Exotic Animals, Faculty of Veterinary Science, Mahidol University, Thailand; Department of Clinical Sciences and Public Health, Faculty of Veterinary Science, Mahidol University, Thailand; Corresponding author at: The Monitoring and Surveillance Center for Zoonotic Diseases in Wildlife and Exotic Animals, Faculty of Veterinary Science, Mahidol University, Thailand.Rabies is a lethal zoonotic illness that claims over 59,000 lives annually. However, this fatality can be avoided by postexposure prophylaxis (PEP). This study aimed to identify and characterize different personas of individuals regarding their PEP-seeking behavior and develop tailored communication strategies to encourage PEP adoption among these distinct groups effectively. We categorized our subjects, residing in two districts of Chonburi province, Thailand, into three groups: (i) individuals with a history of dog bites who underwent PEP; (ii) individuals bitten by dogs who did not receive PEP; and (iii) individuals who had never been bitten. Subsequently, we employed an empathy map, a visual method, and a customer journey map to better understand the participants' experiences and perceptions. A total of 38 individuals were interviewed. We categorized the participants into three distinct personas: positive, neutral, and negative trends. Individuals classified within the positive trend strongly advocate for seeking rabies vaccines in the event of a dog bite. Meanwhile, individuals who have a neutral inclination are more likely to contemplate getting vaccinated following a dog bite, particularly if the injury is substantial. Those with a negative trend demonstrate a notable lack of attention or concern toward preventing rabies. A lack of attention to the potential severity of the issue characterizes their attitude. Notably, nearly half (44.74 %; 17/38) of the individuals involved in the study indicated utilizing interpersonal communication, followed by digital platforms (42.11 %; 16/38) and traditional communication channels (10.52 %; 5/38). Tailoring communication modalities to suit each specific group is crucial for effective outreach.http://www.sciencedirect.com/science/article/pii/S2352771425000163CommunicationCommunityPersonaPostexposure prophylaxisRabies |
| spellingShingle | Jitjayang Yamabhai Patoo Cusripituck Teerawan Mingbualuang Nareerat Sangkachai Wimwiga Sakchainanon Chanatda Tungwongjulaniam Onphirul Yurachai Ratana Theerawat Anuwat Wiratsudakul A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand One Health Communication Community Persona Postexposure prophylaxis Rabies |
| title | A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand |
| title_full | A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand |
| title_fullStr | A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand |
| title_full_unstemmed | A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand |
| title_short | A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand |
| title_sort | persona based exploration of rabies post exposure prophylaxis seeking behavior and its implication for communication strategic planning evidence from thailand |
| topic | Communication Community Persona Postexposure prophylaxis Rabies |
| url | http://www.sciencedirect.com/science/article/pii/S2352771425000163 |
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