A Mixed-methods Analysis on the Role of Promotional Marketing Strategies on Community-Based Health Insurance Uptake at Kitojo Integrated Development Action
Florence Njeri Githinjie
Department of Business Administration, Faculty of Business and Management Sciences, Mountains of the Moon University, Uganda.
Pereez Nimusima *
Department of Marketing and Logistics Management, Faculty of Management Science, Muni University, Arua, Uganda.
Crispus Tashobya
Department of Business Studies, Kabale University, Kabale, Uganda.
Kadhiri Mohamedi Rwambale
Department of Business Administration, Faculty of Business and Management Sciences, Mountains of the Moon University, Uganda.
Juuko Ijoga Godfrey
Department of Business Administration, Faculty of Business and Management Sciences, Mountains of the Moon University, Uganda.
Priscilla Tibihikirra
Department of Business Administration, Faculty of Business and Management Sciences, Mountains of the Moon University, Uganda.
Alex Rubalema
Department of Business Administration, Faculty of Business and Management Sciences, Mountains of the Moon University, Uganda.
*Author to whom correspondence should be addressed.
Abstract
Purpose: This study examined associations between promotional marketing strategies and a composite measure of perceived community-based health insurance (CBHI) uptake and service experience at Kitojo Integrated Development Action in western Uganda.
Methods: A cross-sectional mixed-methods design was used. A total of 224 completed questionnaires were analysed, and 10 interviews contributed qualitative contextual evidence. Quantitative data were summarised descriptively and examined using separate bivariate linear regression models. Interview material was transcribed and analysed using content analysis, with integration achieved through comparison of quantitative patterns and qualitative accounts.
Results: Advertising (R = .893, R² = .797, p < .001), personal selling (R = .919, R² = .845, p < .001), and public relations (R = .887, R² = .787, p < .001) each showed strong bivariate associations with the composite outcome score. Interview accounts described radio programmes, printed materials, direct engagement by staff and group leaders, feedback mechanisms, and community outreach as the principal communication practices.
Conclusion: Favourable assessments of promotional communication were strongly associated with favourable assessments of CBHI use and service experience. The findings are context-specific and do not establish that promotion caused enrolment or renewal. Communication strategies should therefore be combined with improvements in affordability, trust, benefit design, service quality, accessibility, and scheme governance.
Keywords: Community-based health insurance, health communication, advertising, personal selling, public relations, Uganda