The association between media exposure and enrollment in health insurance in Nepal: Implications for health policy

Exposure to mass media plays a crucial role in behavior change or decision-making. The study used a cross-sectional survey design. A total of 810 households were randomly selected for data collection by using a validated interview schedule. The study examined exposure to radio, television (TV), hoarding boards (billboards), newspapers, and brochures, pamphlets, and posters as media platform “independent variables” and enrollment in health insurance (HI) as the “dependent variable.” Data showed that 60% of the respondents had exposure to HI information with electronic (radio and TV) media and 33% had exposure via printed or displayed media. All these media were significantly associated with enrollment in HI. But exposure to HI-related information from radio (adjusted odds ratio [aOR] = 1.91, 95% confidence interval [CI] = 1.39–2.61, p < 0.001), TV (aOR = 1.72, 95% CI = 1.25–2.38, p < 0.01), and hoarding board (billboard) (aOR = 1.87, 95% CI = 1.25–2.81, p < 0.01) were the significant predictor for enrollment in HI. The study findings suggest that it would be best to consider the use of these predictor communication channels when making strategic communication plans to promote HI enrollment in Nepal.

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