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学术期刊
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Technological Innovation and Science Management(TISM) June 2025, Volume 1, Issue 1
NPS-Based Evaluation & Integrated Comms Strategy for Urban-Rural Medical Insurance Policy: Mudanjiang Case
Han Bai
Mudanjiang Medical University, Mudanjiang, Heilongjiang, 157011
Abstract: This study aims to address the communication dilemma of “high awareness rate (95% enrollment) but low comprehension rate (68% knowledge rate)” in medical insurance policy dissemination and optimize targeted publicity strategies. Based on the Diffusion of Innovations Theory and the Health Belief Model, a three-dimensional “Demand-Assessment-Optimization” framework was constructed. A questionnaire survey (including NPS Net Promoter Score assessment) was conducted on 300 residents in Mudanjiang City using stratified sampling. Chi-square tests were used to analyze the impact of factors like age and occupation on policy comprehension (α=0.05). An integrated “Online Short Videos + Offline Tea-House” strategy was designed and subjected to A/B testing. A segmented communication system was established: short video channels achieved a 92% coverage rate among youth; the community tea-house model increased awareness among rural elderly by 37%. The proposed strategies can provide a paradigm reference for the precise dissemination of medical insurance policies.
Keywords: Basic Medical Insurance; Policy Popularization; NPS Model; Diffusion of Innovations Theory; Integrated Communication
