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Digitized Prenatal Newsletter: Impact on Obstetric Patient Satisfaction and Loyalty

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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
    Department of Medicine, Faculty of Biomedical and Health Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain)

  • Margarita Rubio Alonso

    (Department of Medicine, Faculty of Biomedical and Health Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain)

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.

Suggested Citation

  • María Caballero-Galilea & Esther Martínez-Miguel & Juan Carlos Fernández Gonzalo & Ricardo Saiz de la Cuesta Abbad & Margarita Rubio Alonso, 2022. "Digitized Prenatal Newsletter: Impact on Obstetric Patient Satisfaction and Loyalty," IJERPH, MDPI, vol. 19(5), pages 1-15, February.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:5:p:2773-:d:760065
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    References listed on IDEAS

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    1. Sara Esteban-Gonzalo & María Caballero-Galilea & Juan Luis González-Pascual & Miguel Álvaro-Navidad & Laura Esteban-Gonzalo, 2021. "Anxiety and Worries among Pregnant Women during the COVID-19 Pandemic: A Multilevel Analysis," IJERPH, MDPI, vol. 18(13), pages 1-15, June.
    2. Bodet, Guillaume, 2008. "Customer satisfaction and loyalty in service: Two concepts, four constructs, several relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 156-162.
    3. Herni Justiana Astuti & Keisuke Nagase, 2014. "Patient Loyalty To Healthcare Organizations: Relationship Marketing And Satisfaction," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 7(2), pages 39-56.
    4. Deborah Lupton, 2017. "‘It Just Gives Me a Bit of Peace of Mind’: Australian Women’s Use of Digital Media for Pregnancy and Early Motherhood," Societies, MDPI, vol. 7(3), pages 1-13, September.
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