A persona-based exploration of rabies post-exposure prophylaxis seeking behavior and its implication for communication strategic planning: Evidence from Thailand.

ABSTRACT: Rabies is a lethal zoonotic illness that claims over 59,000 lives annually. However, this fatality can be avoided by postexposure prophylaxis (PEP). This study aimed to identify and characterize different personas of individuals regarding their PEP-seeking behavior and develop tailored communication strategies to encourage PEP adoption among these distinct groups effectively. We categorized our subjects, residing in two districts of Chonburi province, Thailand, into three groups: (i) individuals with a history of dog bites who underwent PEP; (ii) individuals bitten by dogs who did not receive PEP; and (iii) individuals who had never been bitten. Subsequently, we employed an empathy map, a visual method, and a customer journey map to better understand the participants' experiences and perce

SUBMITTER: Yamabhai J 

PROVIDER: S-EPMC11808511 | biostudies-literature | 2025 Jun

REPOSITORIES: biostudies-literature