SAM selects the target population on the following criteria:
Targeting vulnerability: SAM works with the poor and vulnerable communities who lack education, income, assets, status and access to healthcare.
Targeting pregnant, infants and children: SAM follows all pregnant women, infants and children under 5 years in the community.
Targeting reproductive age: For population stabilisation, SAM targets reproductive age group women and married couples between ages 18 and 49 years and adolescent girls from 10 to 19 years.
Targeting disease: SAM targets the families and contacts all TB patients, malnourished children and high-risk pregnant women.
SAM-ESP Innovation: SAM has developed a cost-effective platform for changing health behaviour ofa community. Health activists, in partnership with local public and private healthcare stakeholders, convert awareness to actionable knowledge. SAM has successfully used its Effective Social Persuasion Platform (SAM-ESP) in multiple locations. ESP relies on seven assumptions.
Also Read: Cancer Patients Get Meditation Session at HCG with Dozee
Behaviour modification is the least expensive way to reduce disease burden.

Health is an individual and community responsibility; ownership of this responsibility empowers a community to demand healthcare rights. A campaign to push health information may improve awareness but is not sufficient by itself. Awareness is just one of many steps to change behaviour. Other essential steps include: a sustained, intensive, repetitive campaign without a predefined end time-point, encouraging peer to peer nudge and a methodical transfer of ownership to the community leaders.

Messages scripted by the community encourages their ownership. Trained volunteer activists can lead and sustain the ESP without external help.

Also Read: Digital Diabetes Management Market

An established SAM-ESP platform can be used to address multiplehealth problems. SAM-ESP is not yetanother awareness building program. Awareness is often assumed to be equal to behaviour change. In practice, it is not true. Communication programs and prevalent awareness programs merely touch the surface without translating into significant behaviour change. SAM-ESP is a multi-step process, where awareness in just one of many steps for a sustainable behaviour change.

SAM promotes community ownership of both health and healthcare. SAM believes, that health is an individual and community responsibility and getting healthcare, as a right, has to be learned. SAM-ESP is a peoples’ program, which ensures that the health system is responsive and accountable.

Also Read: Snakebite: A Public Health Problem

SAM trains volunteer health activists who lead the program and develops a cadre of social entrepreneurs, who sell contraceptives, sanitary pads and nutritional products. SAM field workers are from the community where they live and work. They are available 24/7 and take health to the doorstep of the recipients. The program sets no predetermined end date; repetitive training continues till SAM meets the objectives.

The following steps describe its execution:

Organize, create structure and build leadership capacity: SAM has well-trained field staff and managers;the voluntary directors of the organization are professionals from healthcare and management. Each district has a manager, trainers, and supervisors who are selected from the local population. They receive intensive training not only in health issues but also in motivational techniques, training methods and leadership.

Develop messages: SAM believes that a good message should be simple without technical jargon, short with less than five points, easy to understand without explanation and emotionally connected with a local need. For better retention, a message could be in the form of a story, song or a slogan. Some messages should be created by the community to feel ownership.

Also Read: Health and Wellness Coach Platform for Industrial Workers

Train health activists: Master trainers train volunteer health activists to be responsible for village health issues. Training is repetitive and intense.

Teach people: SAM organizes the village into a healthcare community. Field supervisors motivate and mobilize villagers and discuss each topic of healthcare with a specific training module. SAM uses local community resources to create training material and health leaders script their own songs and slogans. Activists meet villagers repeatedly to discuss best practices. Repetitive training of health activists and villagers is essential.

Cooperation with public and private health systems: SAM establishes linkage with the local private and public health system. Utilizing all available public health resources is an essential component of the program. Public health workers are invited to all meetings. This linkage creates awareness, which improves demand of healthcare and encourages accountability.

Also Read: Cybercrime and Threats in 2019
Evaluation and improvement: Programs are monitored by community involvement and by participatory research action. Results lead tocourse correction.
Replicate: Solutions are validated and replicated in other locations.

Measuring impact: Each program starts with a baseline and finishes with an end-line evaluation. SAM defines objectives, activities, outputs and outcomes before the start of the program. They measure monthly progress against all these parameters.

Process of measuring impact is a four-step process:
Data Collection at community level: The field workers collect data during house visits and community meetings. They upload it on a smartphone.
Data review at block level: Field officers collate and review data every month at a block level. They validate it through client interaction.

Data validation at district level: SAM validates data through a monitor and evaluation protocol which includes field visits, focus groups and comparison with public health data. SAM compares outcomes and impact with similar programs run by the government and other private organisations.

External agency evaluation: Periodically, SAM engages external agencies to evaluate its work. The funding partners also send external evaluators to check the progress and impact.

Direct impact: Since inception, SAM has trained 37,000 volunteer health activists who live in the villages and are available to the community. SAM has directly impacted over 1,150,000 million people through maternal, child health, population stabilisation and TB control programs.

Also Read: Tiny Robot Caterpillar Deliver Drugs

Through maternal, child health and population stabilization programs, SAM has directly impacted: 530,000 women and over approximately 100,000 infants. SAM follows all (100%) pregnant women in the villages and has reduced maternal mortality by 90% and infant mortality by 60%. In some places, SAM has done even better. In the past 6 years, in 167 villages of Gadag, Karnataka; maternal mortality rate has decreased to 15.8 from 364 and the Infant mortality rate has decreased to 5 from 46.

Through population stabilizations program, the marriage of girls under 18 years of age has decreased to almost zero. Contraceptive use has increased from 28% to 62% and supplychain management has reduced the unmet need for contraception from 10.8 % to 2% been running in 700 villages. 287,042 people have participated in 14,552 community meetings. 13,973 people have had sputum tested. Sputum was positive for TB in 1329 people and 14 had multiple drug resistant TB. All received supervised treatment. SAM has directly helped with education and surveillance of 130,000 contacts of TB patients and helped another 317,000 community members with awareness program. TB detection rate has improved 3.7 times.

Also Read: National Ageing Center Coming in New Delhi

Indirect impact: SAM estimates that approximately 0.9 to 1 million people, who did not actively participate in its programs, became aware of the benefits from those who attended our programs.

Women feel empowered, which has opened their minds to many choices in life. They express their opinions freely. Men and elderly women, who were suspicious and objected to their women attending public meetings, have mellowed their resistance and have even become enablers. Girls attend school more regularly and the number of girls attending college has increased. Adolescents participation has increased. Public health system and their workers are more responsive to public demand.Local elected politicians are responsive.

Also Read: Religious People Live Four Years Longer Than Atheists

Discussion: Multiple theories have attempted to explain the health behaviour of individuals. The most popular is the Health Belief Model (HBM), which was developed about 40 years back. It postulates that people make healthcare decisions based on perceived susceptibility to disease and consequences. The response is tempered by perceived benefits of action and with a belief that benefits outweigh risks. While this theory, like other theories, builds a plausible reference point to explain behaviour, it gives no guidance for modification of individual behaviour.

Theory of Planned Behaviour suggests that a person should be empowered with ability (self-efficacy) to change behaviour. The person should believe that the behaviour will improve his health and is socially approved. It has also been recommended that principles of marketing could be applied to a social cause, where the product to be sold is behaviour change.

Also Read: A trip to Copenhagen for Bio-Europe 2018

SAM model comes close to a hybrid variety of HBM, building self-efficacy and social marketing. SAM tries todevelop social efficacy through the agency of health activists by using techniques similar to social marketing. SAM Effective Social Persuasion is a people’s platform, which needs further elucidation and expansion. SAM is looking to use entertainment education or gamification for behaviour modification and use of technology in early detection of noncommunicable diseases. SAM seeks collaboration with others for mutual learning, sharing resources and scaling-up the program in vulnerable population.

About the author

Dr. Shiban Ganju is the Chairman of Atrimed Pharmaceuticals and Founder of Save A Mother Foundation, USA. He has dedicated his life to healthcare. Dr. Ganju graduated from AIIMS New Delhi and received advanced training in Internal Medicine and Gastroenterology both in India and USA. He is a consultant specializing in gastroenterology, liver disease and nutrition in hospitals in the greater Chicago area. His commitment to and understanding of how to drive improvements in health outcomes has benefitted big strata of society.

The number of ransomware and other malware attacks is rising incredibly fast in the healthcare industry, putting human lives as well as critical data at risk.One of the key aspects making healthcare organizations a top target is the value of their data. Commonly, a single stolen credit card number yields an average $2,000 profit and quickly becomes worthless. Healthcare data, however, such as PHI or PII, is extremely valuable on the black market.

A single PHI file, for example, can yield a profit of up to $20,000. This is mainly because it can take weeks or months for a healthcare data breach to be discovered, enabling cyber criminals to extract much more valuable data. Moreover, because healthcare data can contain dates of birth and Social Security numbers, it is much more difficult or even impossible to change, so thieves can take advantage of it fora longer period of time.

Data breaches cost the healthcare industry approximately $5.6 billion every year, according to Becker’s Hospital Review. The Breach Barometer Report: Year in Review additionally found that there was an average of at least one health data breach per day in 2016, attacks that affected more than 27 million patient records.

The continued under investment in cybersecurity has left many so exposed that they are unable to even detect cyber attacks when they occur. While attackers may compromise an organization within a matter of seconds or minutes, it often takes many more weeks – if not months – before the breach is detected, damage is contained and defensive resources are deployed to prevent the same attack from happening again.

As organizations seek to protect their patient information from these growing threats, demand for health informatics professionals who are familiar with the current state of cybersecurity in healthcare is on the rise.

“So, What is Wrong With the Picture?”

The base question to ask is “Who would be interested in hacking patient data?” It is precisely this attitude together with the rat eat which healthcare refreshes its technology that exposes healthcare organizations to a high risk of cyber-attack. The fact that makes the industry appealing to hackers: ransom for money;denial of service for malice and money; stealing confidential data;compromising data; identity theft and compromising devices. The scale of disruption and impact to busy healthcare settings already operating at capacity caused by a cyber-attack needs no explanation. The reality covers the four main domains:

• Leadership: Ownership of the issue
• Culture/Staff responsibility/awareness: Training and awareness of cybersecurity and its related implications
• Policies and procedures: Understanding of business continuity processes and incident response procedures
• General cybersecurity knowledge: Use of fundamental security processes that are currently followed within the organization to mitigate security breaches, e.g., use of USB, on- and off-boarding processes, password policies,organizational asset register,and so on.

The Challenges
The newest cyber vulnerabilities are not necessarily an organization’s biggest cyber threat. Consequently, many common threats continue to be problematic in healthcare, including:

• Malware and ransomware: Cyber criminals use malware and ransomware to shut down individual devices, servers or even entire networks. In some cases, a ransom is then demanded to rectify the encryption.
• Cloud threats: An increasing amount of protected health information is being stored on the cloud. Without proper encryption, this can be a weak spot for the security of healthcare organizations.
• Misleading websites: Clever cyber criminals have created websites with addresses that are similar to reputable sites. Some simply substitute .com for .gov, giving the unwary user the illusion that the websites are the same.
• Phishing attacks: This strategy sends out mass amounts of emails from seemingly reputable sources to obtain sensitive information from the users.
• Encryption blind spots: While encryption is critical for protecting the health data, it can also create blind spots where hackers can hide from the tools meant to detect breaches.
• Employee error: Employees can leave healthcare organizations susceptible to attack through weak passwords, unencrypted devices and other failures of compliance.

Another growing threat in healthcare security is found in medical devices. As pacemakers and other equipment become connected to the internet, they face the same vulnerabilities as other computer systems.

How are Hackers Achieving this, You Would Ask?

Hackers usually access information in one of two ways. They can try‘social hacking’, which means tricking a human being into giving oversensitive information or security credentials which in turn allows access to sensitive information. This could happen by tricking either someone who works directly for the provider, or an outside contractor. An unsophisticated example could be, ‘Hi, I am an IT provider for your company, and I need to carry out some maintenance, could you please provide these sensitive details for me?’. The second way is brute force:directly attacking a security system.

Once Hackers Get Access to The Data, What Do They Do with It?

In some cases, hackers access sensitive data, extract it, and lock it off. They can then sell it back to the company. If the company does not have backups, buying it back is probably the only viable option. The alternative is for them to lose all records of their patients which they will never be able to replace.Another possibility, is hackers stealing data and selling it to the public. The information may be sold to criminal groups on the dark web who wish to use sensitive information for blackmail or fraud purposes.

What Can the Healthcare Industry Do to Mitigate Cyber Threats?

The industry must realize that cybersecurity is human-centric. Gaining insight into the users’ behavior, for example, or the flow of data in and out of the organization improves risk response.

Additionally, the industry should be aware that cybersecurity isn’t just the responsibility of the IT department: everyone should be aware of the risks, from management down to brand-new contract staff.

Healthcare security professionals need to understand the threats they face and the regulations they must comply with, and they must be provided with best practices for strengthening cybersecurity defenses. This means implementing comprehensive security awareness training that educates all people on current threats, red flags to look for in an email message or web link, how to avoid infection, and what to do in case of an active exploit. And since the threat landscape is constantly changing, training should be repeated and updated regularly.

Furthermore, implementing the right cybersecurity measures, such data loss prevention, user behavior analytics, and endpoint security technologies, will further protect an organization’s infrastructure and patient data from ransomware attacks. By creating a system that guards the human point — where people interact with critical business data and intellectual property — and takes into account the intersection of users, data, and networks, the healthcare industry can improve its cyber threat protection.

In Simple Terms: How Do We Improve Cybersecurity?

Due to the significant financial impact of data breaches in healthcare, health informatics and other professionals need to play an important role in ensuring that medical organizations remain secure. Individual healthcare organizations can improve their cybersecurity by implementing the following practices:

• Establish a security culture: Ongoing cybersecurity training and education emphasize that every member of the organization is responsible for protecting patient data, creating a culture of security.
• Protect mobile devices: An increasing number of health care providers are using mobile devices at work. Encryption and other protective measures are critical to ensure that any information on these devices is secure.
• Maintain good computer habits: New employee on boarding should include training on best practices for computer use, including software and operating system maintenance.
• Use a firewall: Anything connected to the internet should have a firewall.
• Install and maintain anti-virus software: Simply installing anti-virus software is not enough. Continuous updates are essential for ensuring health care systems receive the best possible protection at any given time.
• Plan for the unexpected: Files should be backed up regularly for quick and easy data restoration. Organizations must consider storing this backed-up information away from the main system if possible.
• Control access to protected health information: Access to protected information should be granted to only those who need to view or use the data.
• Use strong passwords and change them regularly: The Verizon report found that 63 percent of confirmed data breaches involved taking advantage of passwords that were the default, weak or stolen. Healthcare employees should not only use strong passwords, but ensure they are changed regularly.
• Limit network access: Any software, applications and other additions to existing systems should not be installed by staff without prior consent from the proper organizational authorities.
• Control physical access: Data can also be breached when physical devices are stolen. Computers and other electronics that contain protected information should be kept in locked rooms in secure areas.

How to Defend Against the Growing Threat?
Deterrence, prevention, detection and response all have their place.

Prevention is preferable to detection and reaction. But without data collection, an organization cannot successfully detect or react to anything.

Alerts or alarms should be designed to detect event sequences with potentially negative consequences. Statistical and anomaly detection methods are particularly good for these purposes, as are rule-based detection mechanisms.

Security information and event management or log management tools can augment data collection efforts.

In addition to deploying technology tools to help defend against and detect intrusions, it’s important to formally define roles and responsibilities for incident response. Organizations need to document procedures that specify what the response team should do if there’s an incident and test those procedures periodically.

It’s not just one technology, it is multiple technologies in order to repel these highly sophisticated and organized attacks. That includes deploying SIEM, as well as multi factor authentication to enter critical systems.

The Internet is increasingly a swamp. It’s no longer sufficient to just look at standard security logs. You need integrated security information event management that brings together network logs, users log, application logs and server logs, and looks for non obvious associations.

In Conclusion

To improve cybersecurity in health care, organizations need to hire informatics professionals who not only collect, manage and leverage data, but protect it as well. In addition, health data professionals need to on a continuous basis develop new strategies and best practices to ensure the safety of sensitive health data, protecting both the patient and organization from financial loss and other forms of harm.We know that reaching 100% security against cyber attacks is not realistic but, with a few steps, healthcare organizations can make sure that it’s too complex or unprofitable for threat actors to attack them, which will result in them moving on to another target.

About the author

Kris Seeburn is an enterprise trainer and a member of Advisory Board of The New Security Foundation, Member of The American College of Forensic Examiners & Institute of Forensics Science

Loughborough University London has been awarded research funding from the UK-India Education Research Initiative (UKIERI) to build a secure Internet of Things (IoT) platform for use in healthcare. IoT platforms connect devices, allowing them to collect and use data. This three-year UKIERI award, led by Dr Yogachandran Rahulamathavan of the University’s Institute for Digital Technologies (IDT), will enable IoT platforms to be created that interact with people who need round-the-clock assistance, using sensors to measure movement, location and body functions such as breathing, heart rate and blood pressure.

An initial pilot testing phase will see patients in care homes from the states of West Bengal and Odisha in India recruited in order to study chronic diseases, with IoT services tailored to respond to the socio-cultural differences across regions.

The framework will be extended to analyse real-time physiological data from patients equipped with wireless devices whilst travelling in ambulances, before focusing on the development of a secure infrastructure for data collection and an interface which empowers users and protects the privacy of participants. The project is a collaboration between the Institute of Digital Technologies and IIT Kharagpur, supported by City University of London, eSmart Saving Ltd UK and the All India Institute of Medical Sciences.

Want to write for InnoHEALTH? send us your article at  magazine@innovatiocuris.com

Connect with InnovatioCuris on: 
Facebook: https://www.facebook.com/innovatiocuris
Twitter: https://twitter.com/innovatiocuris
Linkedin: https://www.linkedin.com/groups/7043791
Stay update about IC by visiting: www.innovatiocuris.com

Connect with InnoHEALTH 2017 on: 
Facebook: https://www.facebook.com/innohealth2017
Twitter: https://twitter.com/innhealth2017
Linkedin: https://www.linkedin.com/groups/7043791
Stay update about the conference by visiting: www.innohealth.in