Social marketing potential of qualitative cost-free-to-patient eye care program in a Nigerian community

AbdulkabirAyansiji Ayanniyi, Sola Bob-Egbe, FataiOlasunkanmi Olatunji, CharlesOluwole Omolase, EricsonOluseyi Omolade, FaithOsemiyeme Ojehomon, MichaelKehinde Edward
2009 Annals of African Medicine  
In 2006, a qualitative, cost-free-to-patient eye care program took place in Owo, Nigeria. This study sought to identify factors that are of marketing importance in qualitative cost-free-to-patient eye care program. Methods: A cross-sectional survey of postoperative patients using interviewer-administered questionnaire to probe into patient socio-demographic factors, source of awareness about the eye care program, initial perception of the program, assessment of the performance of eye care
more » ... nel and overall assessment of the eye care program was carried out. Comments of patients on problems encountered and suggestions from them for improvement were noted. Results: Ninety-nine patients comprising of 47 men and 52 women, with age range of 24 to 98 years, participated. Factors of marketing importance identifi ed included publicity through people (46.5%), town criers (21.2%), radio (15.2%), churches (8.1%), mosques (5.1%) and banners (4.0%). Patients' assessment of the program was as follows: Service to the community (83%); excellent eye care team performance (80%); and overall program rating as follows: Very satisfactory (76%), satisfactory (22%). The remarkable problem was long waiting period (15.3%). Suggestions of the patients were as follows: Improve program sustainability (10.1%); increase eye care manpower (7.1%); and public support for the sponsor in order to continue with perceived laudable project 4 (4.0%). Conclusion: Adequate publicity, patients' good perception, excellent eye care team performance and patients' overall satisfaction can create awareness about the need to avail of eye care services.
doi:10.4103/1596-3519.59576 pmid:20139544 fatcat:uhbr2kpzs5ga5hd7ofxavej5ve