Promoting respite for carers of people with dementia: a case study of social marketing effectiveness in hard to reach audiences

IF 3.1 4区 管理学 Q2 BUSINESS
L. Phillipson, Danika Hall, Keryn M Johnson, E. Cridland, Elaine Fielding, C. Neville, Helen M Hasan
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Abstract

Purpose This study aims to describe the development and approach of a theory-informed social marketing intervention that aimed to promote respite for carers of people with dementia. Despite a high need for respite, carers of people with dementia are often low users of available respite services. The reasons for this are complex, including knowledge, attitudinal, behavioural and systemic barriers. In the context of an aging population, effective strategies to support respite use by carers of people with dementia are needed. Design/methodology/approach Via formative research, the authors gained an in-depth understanding of a hard-to-reach and vulnerable group (carers of people with dementia). The resulting intervention informed, persuaded and supported carers to rethink the use of respite addressing specific barriers to service use. The intervention was evaluated using a naturalistic effects model. Findings Carers of people with dementia who were exposed to community-level campaign activities and also self-selected to take part in tailored coaching showed improvements to their respite knowledge, attitudes and self-efficacy. Intention to use respite and levels of personal gain from caring also increased. In contrast, carers only exposed to informational activities experienced negative changes to their respite beliefs and their sense of role captivity. Practical implications Social marketing can be used to support carer respite knowledge, attitudes and service-use behaviours in carers of people with dementia. The case study highlights an untapped role for social marketers to work in partnership with health professionals to support improvements in aged care services. Originality/value To the best of the authors’ knowledge, this is the first known social marketing intervention promoting the use of respite to carers of people with dementia. Findings demonstrate that tailored support services are most effective in helping carers navigate and use respite services.
促进痴呆症患者护理人员的喘息:难以接触受众的社会营销有效性的案例研究
目的本研究旨在描述一种基于理论的社会营销干预的发展和方法,旨在促进痴呆症患者护理人员的喘息。尽管对喘息的需求很高,但痴呆症患者的护理人员往往很少利用现有的喘息服务。造成这种情况的原因很复杂,包括知识、态度、行为和系统障碍。在人口老龄化的背景下,需要有效的策略来支持痴呆症患者的护理人员使用喘息时间。设计/方法/方法通过形成性研究,作者对难以接触的弱势群体(痴呆症患者的护理人员)有了深入的了解。由此产生的干预告知,说服和支持护理人员重新考虑使用喘息解决服务使用的具体障碍。采用自然效应模型评估干预效果。研究发现,参与社区活动和自我选择参加量身定制的指导的痴呆症患者的恐惧者在他们的休息知识、态度和自我效能方面都有所改善。使用喘息的意愿和从关怀中获得的个人收益水平也增加了。相比之下,只接触信息活动的护理人员在他们的喘息信念和角色囚禁感方面经历了负面变化。社会营销可用于支持痴呆症患者照护者的护理休息知识、态度和服务使用行为。该案例研究突出了社会营销人员与卫生专业人员合作支持改善老年护理服务的未开发作用。原创性/价值据作者所知,这是第一个已知的社会营销干预,促进痴呆症患者护理人员使用喘息时间。调查结果表明,量身定制的支持服务在帮助护理人员导航和使用临时服务方面最有效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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