Digitized Prenatal Newsletter: Impact on Obstetric Patient Satisfaction and Loyalty

María Caballero-Galilea, Esther Martínez-Miguel, Juan Carlos Fernández Gonzalo, Ricardo Saiz de la Cuesta Abbad and Margarita Rubio Alonso
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María Caballero-Galilea: Department of Nursing and Nutrition, Faculty of Biomedical and Health Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain
Esther Martínez-Miguel: Department of Nursing and Nutrition, Faculty of Biomedical and Health Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain
Juan Carlos Fernández Gonzalo: Department of Nursing and Nutrition, Faculty of Biomedical and Health Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain
Ricardo Saiz de la Cuesta Abbad: Departament of Gynecology and Obstetrics, Hospital Universitario Quirónsalud Madrid, 28223 Madrid, Spain
Margarita Rubio Alonso: Department of Medicine, Faculty of Biomedical and Health Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain

IJERPH, 2022, vol. 19, issue 5, 1-15

Abstract: The high demand for health information from pregnant women has encouraged the creation of an informative program through a weekly digital newsletter. The objective of this study is to evaluate its quality as a digital communication medium, in terms of satisfaction and loyalty to the pregnancy follow-up and delivery service. A cross-sectional, prospective study was carried out, surveying 179 patients by means of an online self-referral questionnaire including variables related to humanization, information needs, perceived accompaniment and satisfaction, as well as factors related to its influence on their decision to remain loyal to the center. A total of 81.2% of the participants showed high levels of satisfaction with the program. Satisfaction among nulliparous patients was significantly lower in several aspects. The resolution of doubts and the perception of peace of mind following the information received was positive for 54.8%. Of the patients in the program, 88.8% finally remained at the center, showing a strong influence of the program on their decision (mean value 75 on 1 to 100 scale). A weekly digital newsletter with specific information reduced the demand for information from pregnant women, generating high levels of satisfaction and positively influencing the decision to remain loyal to the Center.

Keywords: prenatal care; maternal health services; gynecology; obstetrics; information needs; satisfaction; loyalty (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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