Using a grounded theory approach, this qualitative study examines the relationships among categories and concepts of health communication governance within a conceptual model. Data were collected through in-depth, purposeful interviews with 31 academic experts and professionals in the fields of health and media in Urmia. Through theoretical sampling and multiple stages of open, axial, and selective coding, the findings were qualitatively analyzed to identify the most effective governance strategies for shaping and stabilizing health-oriented behaviors through modern and digital communication tools. The analysis resulted in two core concepts—health-oriented behaviors and health communication governance—along with eight axial categories and twenty-five open categories. The results indicate that health communication governance fundamentally depends on two key components: communication and collaboration among policymaking and executive institutions as essential requirements for development programs. This governance framework should adopt an interdisciplinary approach encompassing education, health, communication, social sciences, psychology, anthropology, and sociology. Moreover, adopting a development-oriented perspective by governing bodies, avoiding sectoral fragmentation, respecting local traditions, promoting cultural awareness, empowering communities through effective information dissemination, and leveraging the capacities of modern media are among the most significant outcomes of this study for enhancing development impacts and preserving public health.