Public health has been defined as "the science and art of preventing disease, prolonging life and promoting health through the organized efforts and informed choices of society, organizations, public and private, communities and individuals". Analyzing the determinants of health of a population and the threats it faces is the basis for public health. The public can be as small as a handful of people or as large as a village or an entire city; in the case of a pandemic it may encompass several continents. The concept of health takes into account physical, psychological, and social well-being.

Behavior Change

Many health problems are due to maladaptive personal behaviors. From an evolutionary psychology perspective, overconsumption of novel substances that are harmful is due to the activation of an evolved reward system for substances such as drugs, tobacco, alcohol, refined salt, fat, and carbohydrates. New technologies such as modern transportation also cause reduced physical activity. Research has found that behavior is more effectively changed by taking evolutionary motivations into consideration instead of only presenting information about health effects. The marketing industry has long known the importance of associating products with high status and attractiveness to others. Films are increasingly being recognized as a public health tool. In fact, film festivals and competitions have been established to specifically promote films about health. Conversely, it has been argued that emphasizing the harmful and undesirable effects of tobacco smoking on other persons and imposing smoking bans in public places have been particularly effective in reducing tobacco smoking.

Applications in Health Care

As well as seeking to improve population health through the implementation of specific population-level interventions, public health contributes to medical care by identifying and assessing population needs for health care services, including:

• Assessing current services and evaluating whether they are meeting the objectives of the health care system

• Ascertaining requirements as expressed by health professionals, the public and other stakeholders

• Identifying the most appropriate interventions

• Considering the effect on resources for proposed interventions and assessing their cost-effectiveness

• Supporting decision making in health care and planning health services including any necessary changes.

Informing, educating, and empowering people about health issues

Esther Agnes
Managing Editor
Journal of Preventive Medicine

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