Balashov K. Determinants and substantiation of the model of effective communication of non-communicable diseases’ risks

The socio-cultural analysis of the population and doctors of Ukraine has been carried out in the Ph.D. thesis. The model of effective communication of NCD risks has been developed on the basis of audience segmentation and determination of the principal behavioral determinants. Representatives of the adult population (402 persons) and physicians (175 persons) from all regions of Ukraine were interviewed with the developed questionnaire. In order to be representative, the questionnaire was allowed to complete in digital or paper form. Ukrainians' attitudes to 14 concepts about NCD prevention were evaluated. Regression, factor, and cluster analysis were chosen as the main research methods. An analysis of the incidence, prevalence, and mortality from the NCDs in the world and in Ukraine since 1990, and their behavioral and metabolic determinants have been provided. The leading metabolic determinants for death caused by NCD worldwide are high blood pressure, overweight, and high blood glucose. Since 1975, the prevalence of overweight and obesity in Ukraine has been growing steadily and is at a level / slightly higher (respectively) than the European average. Keywords: information and communication technologies, risks of non-communicable diseases, sources of information, channels of information, efficiency, medical personnel, arterial hypertension, cardiovascular risk, cancer incidence, respiratory diseases, behavioral determinants, prevention, Internet, behavior modification, public health.