Marketing Mix Factors Associated with Breast Cancer Patients' Perception of Treatment Rights under the Universal Health Coverage at Nang Rong Hospital, Buriram Province
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Abstract
This study aimed to examine the prevalence and marketing mix factors associated with the perception of treatment rights under universal health coverage among breast cancer patients. The study employed a cross-sectional analytical research design. The sample consisted of 215 breast cancer patients with universal health coverage rights at Nang Rong Hospital in Buriram Province. Data collection was conducted using a questionnaire. The research instrument demonstrated content validity with all items scoring above 0.66, and the reliability of the entire questionnaire was 0.979. Statistical analysis included descriptive statistics and inferential statistics using multiple logistic regression at a significance level of 0.05. The results showed that regarding the perception of rights under universal health coverage among breast cancer patients, the perception of benefits was highest, with 80.00% at a high level, followed by the perception of barriers at 78.60% at a high level, and the perception of self-efficacy at 73.02% at a high level. The prevalence of breast cancer patients with high-level rights perception was 86.05% (95% CI: 0.80-0.90). The study found that patients who rated service channel factors at a high level were 3.07 times more likely to perceive treatment rights (AOR = 3.07, 95%CI: 1.22-7.76, p-value = 0.018). Those who rated personnel factors at a high level were 3.20 times more likely to perceive treatment rights (AOR = 3.20, 95%CI: 1.09-9.39, p-value = 0.035). Additionally, patients who rated process factors at a high level were 3.70 times more likely to perceive treatment rights (AOR = 3.70, 95%CI: 1.60-8.54, p-value = 0.002).
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