This project consists of an action research aimed at developing a participatory design prototype: starting with the involvement of users – both citizens and healthcare professionals – to design a new communication model for healthcare services and telemedicine tools with a human touch to propose at an international level. The prototype will be developed starting from a specific area - the municipality of San Casciano in Val di Pesa (in the province of Florence) and surrounding territories - to enhance communication and the provision of social and healthcare services through the sustainable use (from a cultural, social, and economic perspective) of telemedicine tools. These tools aim to improve access to healthcare services for citizens at the local level, starting with the doctor-patient relationship (medical telemonitoring and telemonitoring) and extending to the use of teleassistance services for accessibility to diagnostic services and continuity of care. In this context, Generative Communication becomes the model through which the functioning of the system can be analyzed by establishing a relationship between experts – such as scientists, doctors, etc. – and patients who "are not experts" but have extensive knowledge of their own lives and daily experiences.i

The research project starts from the collection and documentation of scientific evidence in the field of Gender Health Medicine, through the involvement of experts in the fields of oncology, cardiovascular diseases, nutrition etc and the publication of dissemination contents - with a book and an online ecosystem -  and a targeted communication plan to make knowledge accessible.  Our aim is to develop a strategy of Generative Communication - through a community-based participatory approach - to make stakeholders aware of gender differences through several approaches: by stimulating the pre-clinical and clinical, by improving or establishing training courses within the major medical specializations, at all the relevant educational levels and involving the population in general.

In 2019, Luca Toschi and his research group established a Master in Medical-Scientific Communication and Health Services. The Master is directed by a scientific committee based at the Department of Experimental and Clinical Medicine with primary doctors of the University Hospital of Careggi in Florence. The Master has activated numerous partnerships on the territory: associations, organizations and companies in the health sector.

The project aims to study the communication model adopted by the institutions - at international, national and regional level - to promote physical activity as primary health prevention. The ultimate goal is to use the Generative Communication and its technique to create an awareness and communication campaign through the creation of an app in which the health needs of users converge with scientific information from industry experts.

The project - carried out in collaboration with Professor Felice Petraglia, director of the Department of Gynecology of the Careggi University Hospital - aims to bring out the social dimension of motherhood through listening, identification, collection and analysis of the fears that characterize the imagination of pregnant women.