Persuasive Communication and Adoption of Routine Immunization of Children Aged 0-5 Years in Bomet County

Abstract

An estimated two to three million annual deaths from Vaccine Preventable Diseases (VPDs) can be avoided through immunization. Currently, about 19.5 million infants miss out on routine immunization globally. Communication is becoming increasingly important has it has been found to improve adoption of health services including immunization in areas with such challenges. Studies have proved that areas that have considered the evolving nature of communications and communication strategies are fully and well-employed immunization, coverage is high. The main objective of the study was to determine persuasive communication factors influencing adoption of routine immunization of children age 0-5 years in Bomet County. The specific objectives were to establish the influence of message content, channel of communication, receiver characteristics, sender characteristics and the moderating influence of support systems on relationship between persuasive communication and adoption of routine immunization services. The study was premised on two theories: Elaboration Likelihood Model of communication and Diffusion of Innovation Theory. The study employed a mixed method research design in which interviewer administered questionnaires and Key Informant Interview guide were the tools used to collect data. Data collection procedure was cross-sectional facility based, targeting caregivers seeking services for children aged 0-5year, whose monthly average was found to be 1,747. The sample size was 384 and stratified random sampling method was applied to select the respondents in the five Sub-county health facilities (the five strata). The 384 study participants were allocated to the five Sub-counties proportionately and achieved response rate of 95.1%. Systematic random sampling method was used to pick the study participants at the health facility level. Data was trasformed according to the identified themes, edited then analyzed using SPSS tool. Both descriptive and inferential statistics were applied in the analysis. In particular, descriptive statistics was conducted using measures of central tendencies and measures of dispersion while inferential statistics was performed based on logistic regression model, which was the proposed model for the study. The study findings were presented using charts, graphs and tables. From the study finding, it was confirmed that, message content, channel of communication, sender and receiver characteristics had positive influence on adoption of routine immunization. Additionally, when support systems were introduced to the persuasive communication variables, the influence became more significant. The study recommended that routine immunization messages be made frequently available, targeted and tailored to the caregivers of children aged 0-5 years. Secondly, community should be involved in advocacy towards adoption of routine immunization, to create ownership and adoption sustainability. Additionally, health workers should be motivated towards good practice in Healthworker-client communication, specifically, persuasive communication to build trust from the caregivers. The researcher recommends comparative studies, comparing the well performing Counties with Bomet County. Additionally, studies be conducted to find other factors, other than persuasive communication, that may raise adoption of Routine Immunization to the World Health Organization recommended Fully Immunized Child rate of 95%.