The Circle of Care is a holistic model that shows how social and behavior change (SBC) can be applied across the service continuum—before, during, and after services—to improve health outcomes. The model focuses on service interactions: the use of SBC to motivate clients to access services (before services), to improve the client-provider interaction (during services), and to boost adherence and maintenance (after services). It includes considerations of social and cultural norms that impact service use (or non-use) and delivery, the physical environment in which services are delivered, and the communication that takes place between a client and provider.
Three key principles guide this model:
- Promoting effective coordination among SBC and service delivery partners—encourages a common understanding for program planning, message development, intervention approaches, and monitoring and evaluation
- Segmenting, prioritizing, and profiling key audiences—helps to understand the intended audience and their specific needs, values, and barriers to change
- Addressing providers as a behavior change audience—ensures providers are seen as individuals who have needs and barriers to adopting desired behaviors related to their performance.
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