Influence of Message Content in Persuasive Communication on Adoption of Routine Immunisation of Children Aged 0-5 years in Bomet County, Kenya

Abstract

An estimated two to three million annual deaths from vaccine preventable diseases (VPDs) are prevented through immunisation. Currently about 19.5 million infants miss out on routine immunisation globally. We carried out a study on the role of message content in persuasive communication on adoption of routine immunisation services. The study employed a mixed method research design. A sample of 384 caregivers was used. Data was collected using interviewer administered questionnaires and Key Informant Interviews. The key informants interviewed were taken with sub-county medical officer of health, health promotion officer and EPI coordinator. Both descriptive and inferential statistics were applied in the analysis. The study findings were that message content had positive influence on adoption of routine immunisation. The study recommended that routine immunisation messages be made frequently available, targeted and tailored to the caregivers. Secondly, the community should be involved in advocacy towards adoption of routine immunisation, to create ownership and adoption sustainability. Additionally, health workers should be motivated towards good practice in health worker-client communication, specifically, persuasive communication to build trust from the caregivers. The researcher recommends comparative studies should be conducted, comparing the well performing counties with Bomet County, Kenya.An estimated two to three million annual deaths from vaccine preventable diseases (VPDs) are prevented through immunisation. Currently about 19.5 million infants miss out on routine immunisation globally. We carried out a study on the role of message content in persuasive communication on adoption of routine immunisation services. The study employed a mixed method research design. A sample of 384 caregivers was used. Data was collected using interviewer administered questionnaires and Key Informant Interviews. The key informants interviewed were taken with sub-county medical officer of health, health promotion officer and EPI coordinator. Both descriptive and inferential statistics were applied in the analysis. The study findings were that message content had positive influence on adoption of routine immunisation. The study recommended that routine immunisation messages be made frequently available, targeted and tailored to the caregivers. Secondly, the community should be involved in advocacy towards adoption of routine immunisation, to create ownership and adoption sustainability. Additionally, health workers should be motivated towards good practice in health worker-client communication, specifically, persuasive communication to build trust from the caregivers. The researcher recommends comparative studies should be conducted, comparing the well performing counties with Bomet County, Kenya.

Persuasive Communication in the Covid 19 Campaign for Children

“…Selain itu, petugas kesehatan harus dimotivasi untuk melakukan praktik komunikasi pekerja-klien yang baik, khususnya komunikasi persuasif untuk membangun kepercayaan dari pengasuh. (Amatu et al, 2021) Penelitian kedua berjudul "What's in a Name? The influence of persuasif communication on florida consumers' attitude toward genetically modified food", hasil penelitian menunjukkan bahwa komunikator pertanian harus menargetkan komunikasi untuk khalayak tertentu dan menyampaikan pesan berbasis nilai daripada mencoba meningkatkan pengetahuan konsumen saja, kemudian perlu juga untuk mempertimbangkan kredibilitas sumber, persepsi risiko, dan beberapa karakteristik demografis (Ruth & Rumble, 2017).…”

“…Jika dibandingkan dengan penelitian terdahulu misalnya yang dilakukan oleh Amatu Influence of Message Content in Persuasif Communication on Adoption of Routine Immunisation of Children Aged 0-5 years in Bomet County, Kenya (Amatu et al, 2021). Hasilnya hampir sama bahwa untuk membuat pesan yang persuasif untuk anak khususnya pesan tentang kesehatan perlu disampaikan dengan jelas, konsisten, butuh waktu serta harus juga memperhatikan karakter audien anak-anak dan orang atau pengasuh.…”