Measuring the cost-effectiveness of a national health communication program in rural Bangladesh
Measuring the cost-effectiveness of a national health communication program in rural Bangladesh
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DOI：
10.1080/10810730600974647
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发表时间：
2006-01-01
影响因子：
4.4
通讯作者：
Haque, Shahida
中科院分区：
文献类型：
--
作者：
Hutchinson, Paul;Lance, Peter;Haque, Shahida
在这篇文章中，我们研究的成本效益的微笑的太阳多渠道的媒体宣传活动，这是在孟加拉国进行的2001年至2003年，涉及全国广播电视连续剧支持广播，电视，报纸，广告牌广告和当地的推广活动。目标是鼓励非政府组织服务提供方案提供者使用一揽子家庭保健服务。这项分析将国家和地方一级的微笑太阳运动的费用与保健服务使用方面的变化措施，即产前保健和儿童免疫接种联系起来。使用2001年和2003年在孟加拉国农村地区的国家社会发展计划集水区进行的横断面调查的数据来衡量有效性。统计方法，双变量概率估计，控制非随机暴露于节目的媒体信息，广告和标志。使用国家一级的数据，我们发现，微笑的太阳运动是有效的和具有成本效益的，诱导更高水平的服务利用率，只有0.05美元，每个额外的产前保健（ANC）用户和只有0.30美元和0.36美元，每个额外的儿童接种麻疹和百白破三联疫苗，分别。关于当地的推广活动，每一个归因行为改变的成本要高得多，每一个新的ANC使用者近8美元，每一个新的DPT3疫苗接种37美元，每一个新的麻疹疫苗接种32美元。
In this article we examine the cost-effectiveness of the Smiling Sun multichannel media campaign, which was undertaken in Bangladesh from 2001 to 2003 and involved a nationally broadcast television serial drama supported by radio, television, newspaper, and billboard advertisements and local promotion activities. The goal was to encourage the use of a package of family health services at NGO (nongovernmental organization) Service Delivery Program (NSDP) providers. This analysis relates the costs of the Smiling Sun campaign at the national and local level to measures of change in the use of health services, namely, antenatal care and childhood immunizations. Effectiveness is measured using data from cross-sectional surveys conducted in 2001 and 2003 in NSDP catchment areas in rural Bangladesh. The statistical approach, bivariate probit estimation, controls for nonrandom exposure to the program's media messages, advertisements, and signs. Using national-level data, we find that the Smiling Sun campaign was both effective and cost-effective, inducing higher levels of service utilization for only $0.05 per additional antenatal care (ANC) user and only $0.30 and $0.36 for each additional child vaccinated for measles and DPT3, respectively. With respect to local promotion activities, the cost per attributable behavior change was considerably higher-nearly $8 per new ANC user, $37 per new DPT3 vaccination, and $32 per new measles vaccination.