Role of Communication in the Surrogacy Industry in Kenya - the Case of Nairobi in-vitro Fertility Centre, Nairobi.

Abstract

This study set out to investigates the role of communication in the Kenya in Vitro Fertilization Centre, focusing on surrogacy regulations. The study objectives were to examine messages from surrogacy agencies and stakeholders on regulations, assess communication channels, and analyze stakeholder responses to public feedback. Guided by Agenda-Setting, Diffusion of Innovations, and Stakeholder theories, the qualitative research utilised interviews with 79 purposively sampled respondents. Thematic analysis revealed that communication was vital in navigating surrogacy regulations while successful communication strategies included targeted campaigns and information, education and communication materials. The study shows that communication in this sector faced challenges including public misconceptions. Information for Surrogate Mothers and Potential Customers came mainly from agencies and healthcare professionals and was, disseminated through diverse channels, including mass media and direct interactions. Stakeholders recognized the significance of public feedback, fostering collaboration and refining communication. The study underscores the dynamic interplay between communication, stakeholder engagement, and surrogacy regulations. It concludes that stakeholders actively convey crucial messages, emphasizing clear communication's significance despite challenges like misconceptions. A blend of traditional and digital channels effectively disseminates information, with mass media and face-to-face consultations playing pivotal roles. Responses to public feedback are integral, fostering collaboration and ensuring ethical practices. The study also concluded that a dynamic and engaged communication approach is essential for navigating surrogacy regulations. The study recommended the enhancement of communication through ongoing public awareness campaigns and diversified channels in Kenya's surrogacy landscape. Healthcare professionals, especially expert doctors should prioritize educating surrogate mothers and potential customers through comprehensive consultations and educational materials. Collaboration among stakeholders, including governmental bodies, the study recommended, was crucial, necessitating regular workshops and transparent mechanisms for collecting public feedback. Policymakers should consider establishing regulatory oversight to ensure ethical and legal alignment, with periodic evaluations guiding continual improvement