Addressing underutilization of consumer health information resource centers: a formative study |
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| Authors: | May G Kennedy Laura Kiken Jean P Shipman |
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| Institution: | May G. Kennedy, PhD, MPH, , Associate Professor, Department of Social and Behavioral Health, School of Medicine, P.O. Box 980149; Laura Kiken, MPH, , Department of Psychology, Virginia Commonwealth University; Jean P. Shipman, MSLS, AHIP, , Director, Tompkins-McCaw Library for the Health Sciences, and Associate University Librarian, Virginia Commonwealth University Libraries, P.O. Box 980582; Virginia Commonwealth University, Richmond, VA 23298 |
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| Abstract: | Problem: Four consumer health information centers in Richmond, Virginia, provide one-on-one assistance in accessing health information. Because they may not be fully utilized at present, an exploratory marketing study of factors affecting usage of the centers was conducted.Method: Observers counted center passers-by and tracked their paths. Also, brief intercept interviews were conducted with people who had just used a center, people nearby who could have used one but did not, and people on the street. Finally, in-depth individual interviews were conducted with key informants.Results: There was a high degree of satisfaction with the centers among users. Nonusers universally endorsed the center concept. However, most passers-by did not even glance at the centers, and intercept interviewees suggested better signage and promoting the resource centers through various media channels. Key informants added suggestions about interpersonal strategies (e.g., physician referrals) for center usage promotion but cautioned that a large increase in traffic could not be accommodated without increasing staff size or shifting from a model of individualized service.Conclusions: Triangulating findings from multiple data collection methods can provide useful guidance for efforts to promote center utilization. At minimum, steps should be taken to make the largest centers more noticeable. Because center utilization is not only associated with consumer satisfaction with hospitals, but may also foster health literacy, both hospital-based and community-based usage promotion strategies may be warranted. All such promotional strategies should be audience-tested before they are adopted.Highlights- Both users and nonusers of consumer health information centers said they would think more highly of a hospital with a center and would refer friends or family members to such a center.
- Study participants classified as nonusers of the centers were unaware of the centers or found them hard to locate.
- Suggestions for increasing center traffic ranged from improving signage to promoting routine referrals from hospital staff.
- An alternative to increasing center traffic is delivering information to places where consumers are located.
Implications- Those responsible for making funding decisions about health information centers should be made aware that hospitals with health information centers are perceived more positively.
- The potential trade-off between intensive, personalized customer service and serving large numbers of consumers must be considered carefully.
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