Abstract
As the focus of medicine has changed from acute to chronic care, prevention and health promotion counselling has become increasingly important for healthcare providers and their patients. Research has shown that patients want and value such health education and counselling from their healthcare professionals, but still may not comply with such recommendations. Further, health professionals may not feel adequately trained in health behaviour counselling and/or may feel constrained in spending time on such issues within the brief context of the medical encounter. Health communication offers useful strategies, through persuasion theory, that may assist health professionals in addressing counselling within the medical encounter to optimal effect. This paper will present one typology for addressing both prevention and detection behaviours in the health context through message framing. The theoretical basis for framing, as well as practical applications and tips for implementation within the healthcare context, will be presented and explored.
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