The Effectiveness of Public Relations in Enhancing Community-Based Health Insurance Schemes: A Case Study of Gombe LGA, Gombe State
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Chapter One: Introduction
1.1 Background of the Study
Community-Based Health Insurance (CBHI) schemes are essential in improving access to healthcare for underserved populations, particularly in developing countries. In Gombe LGA, Gombe State, CBHI initiatives aim to provide affordable healthcare services to low-income communities. However, the success of these schemes often depends on effective communication and stakeholder engagement, where Public Relations (PR) plays a pivotal role.
PR strategies, such as awareness campaigns, community engagement, and media advocacy, enhance public understanding, build trust, and encourage enrollment in CBHI schemes. Research highlights that PR can address misconceptions, foster community ownership, and improve the sustainability of health insurance programs (Yahaya & Samuel, 2023). This study explores the role of PR in enhancing CBHI schemes in Gombe LGA, focusing on strategies to improve participation and trust.
1.2 Statement of the Problem
Despite the potential benefits of CBHI schemes in Gombe LGA, enrollment rates remain low due to poor awareness, mistrust, and limited community engagement. PR offers tools to address these challenges, but its application in promoting CBHI schemes is not well-documented. This study investigates how PR can be effectively utilized to enhance CBHI programs in Gombe LGA.
1.3 Objectives of the Study
- To identify PR strategies used to promote CBHI schemes in Gombe LGA.
- To evaluate the effectiveness of these strategies in improving enrollment and trust.
- To propose recommendations for enhancing PR practices in CBHI programs.
1.4 Research Questions
- What PR strategies are employed in promoting CBHI schemes in Gombe LGA?
- How effective are these strategies in improving public participation and trust?
- What recommendations can enhance PR’s role in CBHI programs?
1.5 Research Hypotheses
- H1: PR strategies significantly improve public participation in CBHI schemes.
- H2: Mistrust and poor awareness limit the effectiveness of PR in CBHI promotion.
- H3: Community-driven PR campaigns enhance trust and enrollment in CBHI schemes.
1.6 Significance of the Study
This study provides insights into the role of PR in enhancing CBHI schemes, offering practical recommendations for policymakers, health practitioners, and PR professionals. By focusing on Gombe LGA, it highlights localized strategies for improving healthcare access and sustainability.
1.7 Scope and Limitations of the Study
The study is limited to PR strategies for promoting CBHI schemes in Gombe LGA, Gombe State. It does not address other health financing mechanisms or regions outside the study area.
1.8 Operational Definition of Terms
- Public Relations (PR): Strategic communication practices aimed at promoting community engagement and trust.
- Community-Based Health Insurance (CBHI): Health insurance schemes designed to improve access to healthcare for low-income populations.
- Gombe LGA: A local government area in Gombe State, Nigeria, serving as the study location.
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