Social marketing potential of qualitative cost-free-to-patient eye care program in a Nigerian community

Background: In 2006, a qualitative, cost-free-to-patient eye care program took place in Owo, Nigeria. This study sought to identify factors that are of marketing importance in qualitative cost-free-to-patient eye care program.
Methods: A cross-sectional survey of postoperative patients using interviewer-administered questionnaire to probe into patient socio-demographic factors, source of awareness about the eye care program, initial perception of the program, assessment of the performance of eye care personnel and overall assessment of the eye care program was carried out. Comments of patients on problems encountered and suggestions from them for improvement were noted.
Results: Ninety-nine patients comprising of 47 men and 52 women, with age range of 24 to 98 years, participated. Factors of marketing importance identified included publicity through people (46.5%), town criers (21.2%), radio (15.2%), churches (8.1%), mosques (5.1%) and banners (4.0%). Patients′ assessment of the program was as follows: Service to the community (83%); excellent eye care team performance (80%); and overall program rating as follows: Very satisfactory (76%), satisfactory (22%). The remarkable problem was long waiting period (15.3%). Suggestions of the patients were as follows: Improve program sustainability (10.1%); increase eye care manpower (7.1%); and public support for the sponsor in order to continue with perceived laudable project 4 (4.0%).
Conclusion: Adequate publicity, patients′ good perception, excellent eye care team performance and patients′ overall satisfaction can create awareness about the need to avail of eye care services.

Keywords
Community, correct perception, marketing, publicity, qualitative eye care