黑龙江省基本医疗保险政策宣传的效果评价及策略研究

Effect Evaluation and Strategy Research of Basic Medical Insurance Policy Publicity in Heilongjiang Province

目的:综合评价黑龙江省医保政策的宣传效果,并据此提出科学合理的政策宣传策略,以更好地实现政策目标。方法:对黑龙江省5个市的居民展开现场问卷调查,了解其对医保政策的知晓、利用以及对政策宣传的满意度等情况。并先后运用秩和检验和有序多分类logistic回归方程,分析不同特征群体的政策宣传效果差异。结果:公众对医保政策的整体知晓程度偏低,55.7%的人完全不了解异地就医报销政策。公众对政策宣传的整体效果不满意的占37.1%。59.8%的人认为其并没有充分利用医保政策。事业单位职工、离退休人员、40-49岁和文化程度为小学及以下的居民对医保政策知晓程度更高的可能性分别是无业或待业人员、50岁以上和文化程度为硕士及以上居民的1.706、3.554、1.397和0.393倍。结论:医保政策的宣传效果不佳。无业或待业人员、50岁以上的中老年人以及低学历群体应是医保政策宣传的重点对象。医保政策的宣传要以需求为核心、价值为导向,实现全路径的整合传播策略。

Objective:To comprehensively evaluate the publicity effect of basic medical insurance policy,and to put forward scientific and reasonable policy publicity strategy,in order to better achieve the policy objectives.Methods:The on-site questionnaire survey was adonted among residents in 5 cities of Heilongjiang province to understand their knowledge and utilization of basic medical insurance policies and their satisfaction with policy publicity.In addition,the rank sum test and the ordinal multinomial logistic regression equation were successively used to analyze the difference of publicity effect among different feature groups.Results:The public's overall awareness of basic medical insurance policies was low,with 55.7%of people completely unaware of the reimbursement policies for out-of-town medical treatment.The public was not satisfied with the overall effect of the policy publicity,accounting for 37.1%.59.8%of people said they did not take full advantage of basic medical insurance policies.Public institution workers,retirees,residents aged 40-49,and those with primary school education or below were 1.706,3.554,1.397,and 0.393 times more likely to had a higher degree of knowledge about basic medical insurance policies than unemployed people,people over 50 years old,and people with a master's degree or above.Conclusion:The publicity effect of basic medical insurance policy is not good.Unemployed people,middle-aged and elderly people over the age of 50,and groups with low educational background should be the focus of basic medical insurance policy publicity.The publicity of basic medical insurance policy should take demand as the core and value as the guidance,and realize the integrated communication strategy of the whole path.