Influence of communication strategies on promotion of maternal health services in Baringo county, Kenya

Abstract

Maternal mortality remains a significant public health concern in Baringo County. The maternal mortality ratio (MMR) in Baringo County in 2024 was reported as 488 deaths per 100,000 live births, which was a figure higher than the national average of 374 deaths per 100,000 live births. This was despite the Linda Mama programme being offered freely to improve healthcare access and reduce maternal mortality. Therefore, the study was conducted to investigate the influence of communication approaches on promotion of maternal health services in Baringo County, Kenya in order to recommendations on safe maternal health care. The following objectives guided the study: to assess the influence of mass media on the promotion of maternal health services, to determine the influence of audiovisual media on the promotion of maternal health services, and to establish the influence of interpersonal communication channels on the promotion of maternal health services. The magic bullet theory and the cultivation theory guided the study. The study adopted convergent mixed research methods and descriptive cross-sectional research design. The target population for this study was 6,154 women and 26 health workers. Cluster sampling was used to select a sample of 392 participants, and a census approach was employed in which all 36 health workers were involved in the study. Questionnaires for women and in-depth interviews for health workers were used to collect data. Quantitative data was analyzed using both descriptive and inferential statistics. Qualitative data was analyzed using thematic analysis. The study results revealed that there was a positive linear effect of mass media (β 1 =.167, p<0.05), traditional media (β 2 =.231, p<0.05), audiovisual media (β 3 =.250, p<0.05) and interpersonal communication channels (β 4 =.306, p<0.05) on promotion of maternal health services. The findings from qualitative data revealed that mass media coverage through local radios, community engagement initiatives through chief Barazas and community health workers and customization of the charts, pamphlets and brochures into Kiswahili and Kitugen have improved awareness and attendance of mothers to maternal health services. The study concluded that various forms of media, including mass media, audiovisual media, and interpersonal communication, significantly promoted maternal health in Baringo County. The study recommended strengthening community-based communication approaches through Community Health Volunteers (CHVs) to bridge the communication gap between health facilities and local populations. The study also recommended mobile health (mHealth) solutions, such as SMS reminders and telehealth consultations, to reach women in remote areas.