The Effectiveness of electronic media on the utilization of health services in a rural setting

Abstract

The media landscape has evolved over time with advancement in information technology. It has not only played a key role in healthcare program design, but also in shaping health behaviour and driving utilization of health services through digital communication channels. Currently, there is special attention drawn to electronic media because of its wide coverage resulting from the presence of new digital platforms like, digital TV, digital radio, social media, internet pages, mobile-based SMS and voice messaging. This evolution of media has spread widely to involve the rural settings due to increased mobile phone and other digital device penetration The goal of this research study was to establish the effectiveness of electronic media on utilization of health services in the context of a rural setting. The health “Belief Model” and “the Planned Behaviour Theory” formed the theoretical basis of this study. This cross-sectional, mixed method sequential explanatory study involved collection and analysis of quantitative and qualitative data from In-patients, Outpatients or their caretakers seeking healthcare services at two medical centres in southwestern Uganda. A close-ended questionnaire was administered (response rate 91.8%) and four focused group discussions were conducted to collect qualitative data. Radio and mobile phone SMS dominate the rural population as accessible electronic media channels for general information. Legacy media electronic media channels radio (42.1%) and TV (25.3%) dominated the general population. Social media and other internet sites were the preferred channels by higher education levels (tertiary level) and professionals. The study found that generally, electronic media has positively influenced the way people utilize healthcare services with social media being the most effective in influencing utilization of health services (OR=9.422, CI: 0.991:3.496, P<0.001) followed by TV (OR=8.207, CI: 0.876:3.334, P<0.001). Electronic media was also more effective among the male gender (OR=1.76, CI:0.214:1.277, P=0.006) than female. Age and education level lacked significant influence on utilization of health services. The study concluded that whereas internet based electronic media is gaining popularity, the legacy electronic media of TV and radio are still widely preferred and used for health information. The effectiveness was more associated with male gender, gainful employment (commercial farming, business and professional work) The study further concluded that even after information has been received, other social determinants of health are still vital and other factors are considered before a final decision was made to visit a health facility. These are; a) confirmation from colleague b) Availability of money, and c) consent from the payer.