Public Relations Strategies and the Implementation of Computerised Medical Diagnostic and Recording Systems for Healthcare Delivery in Akwa Ibom State, Nigeria

The successful implementation of computerised medical diagnostic and recording systems in developing-country hospitals depends as much on communication as on technology. This study examined the role of public relations in the implementation of computerised medical diagnostic and recording systems at the University of Uyo Teaching Hospital (UUTH) and St Luke's Hospital, Anua, in Akwa Ibom State, Nigeria. Anchored on the Hierarchy of Communication Effects framework and Diffusion of Innovation Theory, the study adopted a survey design involving 297 healthcare personnel drawn through proportionate stratified and simple random sampling from a population of 1,816. A structured, validated questionnaire (Cronbach's alpha = .88) was used for data collection, and data were analysed using frequencies, percentages and means. Findings show generally high exposure to public relations communication about the system, moderate use of participatory strategies, a strong perceived relationship between communication and system utilisation, and persistent communication-related barriers, particularly inadequate training and weak feedback mechanisms. The study concludes that public relations communication is a critical, though under-optimised, lever for the acceptance and sustained utilisation of computerised medical systems in Nigerian hospitals, and recommends deliberate investment in structured, two-way and participatory public relations strategies to accompany future health information technology rollouts.