Perceived Quality of Care and Contraceptive Use among Social Marketed and Commercial Health Establishments Clientele in Urban Pakistan
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MiraMonitor International Consultants
Abstract
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Objective: To examine predictors of perceived quality of care and contraceptive use. And to provide more information on the influences of social marketing program on quality of care and contraceptive use by comparing Greenstar and commercial health establishments.
Methods: This study is based on an urban exit survey of 5321 clients conducted in May-June, 2001. Quality of care was measured as features that clients liked at the outlets that they visited. Predictors of contraceptive use include indicators of quality of care, social environment, exposure to channels of communication, exposure to Greenstar information, and background characteristics. Analysis involved descriptive statistics, and logistic regression.
Results: A majority of the clients interviewed were males (51%), aged at least 25 years (89%), had at least a child (93%), and had some schooling (72%). The results show that perceived quality of care varies according to sex, years of schooling, and how often clients listened to the radio or watched TV. Significant predictors of contraceptive use are; years of schooling, number of living children, how often clients listened to the radio or watched TV, awareness of the Greenstar logo, and what it represent, and perceived quality of care—nearness of outlet to home or work, affordable fees, availability of doctor at the outlet, and knowledge of the provider. Results suggest that social marketing programs have an impact both on quality of care and on creating demand for contraceptive use.
Conclusions: Program intervention that increases quality of care based on clients’ assessment indicators may attract more FP clientele and increase contraceptive use among couples in Pakistan.
Keywords
AC Collections. Series. Collected works, H Social Sciences (General)