Creation of an instrument to evaluate the communication marketing perceived by patients in a Private Hospital
DOI:
https://doi.org/10.24054/face.v26i1.4438Keywords:
communication marketing, health communication, patient perception, nursing, instrument evaluationAbstract
This study aims to develop and evaluate an instrument to measure communication marketing perceived by patients in a private hospital within the nurse–patient interaction context. The research addresses the lack of specific tools to assess how patients interpret communication strategies in healthcare, a relevant issue due to its impact on perceived service quality and therapeutic adherence. Methodologically, a quantitative, descriptive, and correlational cross-sectional design was employed. A Likert-type scale was designed based on four information processing styles: coping, need for cognition, perceived health control, and regulatory focus. The sample consisted of 40 hospitalized patients selected through convenience sampling. Data were analyzed using descriptive statistics and Cronbach’s alpha, obtaining a reliability coefficient of 0.91. Results indicate that 92.5% of participants reported high levels of perceived communication marketing, with differences associated with age and educational level. Higher educational attainment was linked to better communication evaluation. The main contribution lies in validating a reliable instrument to optimize hospital communication strategies and strengthen patient-centered healthcare interactions.
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Copyright (c) 2026 Velia Monserrat Escobar López- Isabel Cristina Flores Rueda- Sofía Cheverría Rivera – Armando Sánchez Macías
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