Examining the association between exposure to mass media and health insurance enrolment in Ghana

Although previous studies have explored the National Health Insurance Scheme (NHIS) in Ghana, very little attention is paid to the influence of mass media exposure on NHIS enrolment. Yet, understanding this linkage is important, particularly due to the critical role of mass media in disseminating health information and shaping people's health perceptions and choices. Using data from the 2014 Ghana Demographic and Health Survey, we employed logistic regression analysis to understand the relationship between NHIS enrolment and exposure to print media, radio, and television. Our findings indicate that women with more exposure to radio (OR=1.23, P<0.01) and television (OR=1.24, P<0.01) were more likely to enroll in the NHIS than those with no exposure. For men, more exposure to print media was associated with higher odds of enrolling in the NHIS (OR=1.41, P<0.01). In conclusion, all 3 types of media may be helpful in promoting NHIS enrolment in Ghana. However, given that the relationship between media exposure and enrolment in the NHIS was gendered, we recommend that policymakers should pay attention to these dynamics to ensure effective targeting in NHIS media campaigns for increased enrolment into the scheme.