Social marketing approach and the effectiveness of cancer screenings in an urban community-based integrated healthcare network program
Date Issued
2012
Date
2012
Author(s)
Chen, Hui-Ping
Abstract
Background: Cancer has been the leading cause of death in Taiwan. Cancer control is an important early detection and treatment. The differences of health beliefs from the users may ignore the cancer screenings behavior. To bring of low cancer screening rate, especially in colorectal cancer and oral cnacer screening rate often less than 20%. The aim of this study is to investigate the prevalence and possible causal factors of social marketing project related to the user and the provider.
Methods: The study was cross-sectional designed and divided into two parts. The period of the project is from Jan. 2011 to Dec. 2011. We design multifaceted social marketing intervention project including mass media, small media, scratch card, collecTable exchange for gift to user, client incentives, strength of traning capability, opportunity of learning interactive, counseling process to provider, increase cancer screening in primary care settings serving in xinzhuang urban New Taipei city. The participants in the 1st part were invited from user. Each participant completed a structured questionnaire which includes demographic data, perceived threat, cue to action, perceived benefits, perceived barriers, self efficacy and cancer knowledge. The 2nd part would be performed at contract clinics. Each subject completed the questionnaire which includes opportunity, strength, weakness and threat.
Result: The period of 687 users and 223 subjects participated in the marketing activities. In the 1st part, we found the information factor from the exploratory factor analysis in the questionnaire. In the multiple logistic regression analysis we considered sex, age, race, belief, occupation, smoking and drinking, exercise and cancer knowledge. The information factor score was significantly and indicated that user with social marketing campaign. In the 2nd part, the provider was considered by controlled cluster effect and practice division, nature of practice and staff age. The opportunity factor score and strength factor score are effective of cancer screenings.
Conclusion: We clearly integrated healthcare network program associated with information factor that induced user to receive cancer screening services. The program created opportunities, intensifying strength for provider to increase the amount of cancer screening. Further studies provide social marketing approach for community-based intervention to promote cancer screenings.
Subjects
social marketing
integrated healthcare network program
effectiveness of cancer screening
SDGs
Type
thesis
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