Stakeholder analysis toward the planning to remedy the illegal radio broadcast advertising of health products in Khon Kaen Province

Abstract

Introduction: The illegal radio broadcast advertising of health products in Khon Kaen Province is a major problem. The number of complaint on such matter as received by Khon Kaen Provincial Public Health  Office  in  the  year  2014-2016  was  112.  In  the year  2016,  the  fines  as  imposed  on  wrongdoers were 378,000 Baht.  Those who gain benefits from illegal radio broadcast advertising usually team-up to oppose  the  enforced  measures.  This  study  aims  to  analyze  stakeholders  in  regard  to  illegal  radio broadcast  advertising  of  health  products  in  Khon  Kaen  Province,  in  order  to  lead  to  policy recommendations  on  planning  to  solve  this  complicated  issue. Methods: This  study  is  a  qualitative research  based  on  document  review,  observation,  brain  storming  and  group  Interview  using  a  semi- structured interview to seek opinions on how to solve the problem and rating prioritize the interests and influence  of  stakeholders from  50  people  by  using  stakeholder  analytical  techniques  (Stakeholders Analysis) and  force  field  stakeholder  prioritization matrix. Results: The  study  result  divided  stakeholders into  3  groups  and  proposes  strategies  to  deal  with each  group  to  achieve  an  effective  policy  planning. The first group, which are health product producers and radio businesses, have high influential and try to oppose to the solution of this problem. Strategy for this first group should be creating incentives to reward operators that have conducted business properly. The second group, which are governmental agencies, health  assembly,  consumer  organizations  and  public radio,  also  have  high  influential.  Strategy  for  this second group should be working with them closely to push for a policy-driven solution. The third group, which  are  public  institutions  and  local  governments,  have  less  influential  but  support  the  ways  to  solve this  problem  very  seriously.  The  strategy  for  this group  should  be  giving  knowledge  continually. Conclusion: Stakeholder analysis technique to engage concerned parties in the public policy on  illegal radio  broadcast  advertising  of  health  products  indicate  3  main  groups  of  stakeholder  which  can  be positively  or  negatively   impacted  by  the  issued  public  policy.  The  analysis  also  shows  the  stakeholder groups which have high influential and potential to support the policy to be successful. Strategic planning on this issue should be based on the analysis of stakeholders in order to contribute to the effective policy planning, justice and acceptance by all stakeholders.