Rethinking Diabetes Communication: A Social Context-Based Model

ABSTRACT The argument centres around the notion that conventional biomedical healthcare models are behaviour change-orientated but do not cater for patients on an individual level. Healthcare systems need to acknowledge and support alternative medical therapy and also cater for the social aspect of the patient, which includes family support. This article attempts to make a case for the patient's social context to be incorporated in diabetes healthcare by proposing a new model for diabetes healthcare as a contribution to current literature. A qualitative case study design was used to explore individual patient perspectives on diabetic healthcare and treatment options within a South African public healthcare setting. Data were collected through interviews with diabetic patients, personal observation and document analysis. Findings indicate that problematic aspects related to issues of negligence and non-adherence need to be resolved by the healthcare professional, as recognizing patients’ social contexts and their lifestyle management can positively impact on such issues.