فاکتورهای تاثیر گذار بر انجام غربالگری سرطان پستان براساس آمیزه های بازاریابی اجتماعی

پورفرضی, فرهاد and فولادی, نسرین and امانی, فیروز and صادقیه اهری, سعید and روشنی, زهره and علیمحمدی, سارا (1395) فاکتورهای تاثیر گذار بر انجام غربالگری سرطان پستان براساس آمیزه های بازاریابی اجتماعی. Asian Pacific Journal of Cancer Prevention ــ 17 (8). pp. 3937-3941. شاپا 7368-1513

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Factors Affecting Preferences of Iranian Women for Breast Cancer Screening Based on Marketing Mix Components

English Abstract

Background: According to recent statistics, the breast cancer rate is growing fast in developing countries. In North West of Iran, the incidence of breast cancer after esophageal and gastric cancers has the highest rate. Previous studies have also indicated that women in this region show reluctance to do breast cancer screening. There is a great need for change to promote breast cancer screening among women. Social marketing is a discipline that uses the systematic application of commercial marketing techniques to promote the adoption of behavior by the target audience. Materials and Methods: In the present qualitative study, thirty-two women with breast cancer were interviewed about their experiences of breast cancer screening. A semi-structured interview guide was designed to elicit information specific to the 4 P’s in social marketing. Results: Three main categories emerged from the analysis: price, service and promotion. Subcategories related to these main categories included factors effective in increasing and decreasing cost of screening, current and desirable features of screening services, and weakness of promotion. Conclusions: Screening programs should be designed to be of low cost, to meet patients’ needs and should be provided in suitable places. Furthermore, it is essential that the cultural beliefs of society be improved through education. It seems necessary to design an executive protocol for breast cancer screening at different levels of primary health care to increase the women’s willingness to undergo screening.

Item Type:Article
زبان سند : انگلیسی
نویسنده اول :فرهاد پورفرضی
نویسنده مسئول :نسرین فولادی
نویسنده :فیروز امانی
نویسنده :سعید صادقیه اهری
نویسنده :سارا علیمحمدی
Additional Information:Indexed in: PubMed/Medline, Scopus, Google Scholar
کلیدواژه ها (انگلیسی):Breast cancer - screening - social marketing - marketing mix components - Iran
Subjects:WA Public Health > Public Health Education WA.18
WA Public Health > Public Health Education WA.18
Divisions:Faculty of Medicine > Department of Pediatrics , Community Medicine
ID Code:7839
Deposited By: Dr Nasrin Fouladi
Deposited On:28 Jun 1395 05:22
Last Modified:02 Sep 1401 10:07

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