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Using social marketing model to persuade the women on Human Papillomavirus Screening
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Elahe Daghighbin1    , Ali VafaeeNajar2 , Hadi Tehrani2 , Vahid Ghavami2 , Elahe Hooshmand 3, Hossein Ebrahimipour2 |
1- Islamic Azad University of Neyshabour Branch
2- Mashhad University of Medical Sciences
3- Mashhad University of Medical Sciences , HoushmandE@mums.ac.ir |
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Abstract: (43 Views) |
Background and Aim: In many countries of the world, Human Papilloma Virus is known as the most common sexually transmitted disease and the most common cause of cervical cancer. The aim of this study was to design, implement and evaluate the intervention based on social marketing on the screening of Human Papilloma Virus.
Materials and Methods: In this semi-experimental study, the design, implementation, and evaluation of social marketing-based intervention on HPV screening in women living in Mashhad using the SMART model in the years 2020-2022 were discussed. After carrying out the intervention's formative and design study, a semi-experimental study on 70 women aged 30 to 50 living in Mashhad was used to implement the intervention. A health center was chosen as the test center and another center, which was similar to the first center in terms of demographic characteristics, was chosen as the control center. The intervention was implemented for three weeks in the test group and three months after the end of the intervention.
Results: The results of the implementation and evaluation of the intervention showed that after the intervention, 29 people in the test group (82.8%) referred to the center for the screening test. In the control group, no case of referral for HPV screening test was reported.
Conclusion: One of the effective ways to perform HPV screening is to use the social marketing model and pay attention to the views of the target group and key influencers. In addition to awareness and educational interventions to encourage people to perform HPV screening, attention should be paid to the obstacles and concerns of people and facilitators of screening. It is suggested that the management of HPV screening should be put on the agenda with the aim of removing barriers and considering the facilitators of screening in women.
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| Keywords: Screening, Social marketing, Human Papilloma Virus |
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Type of Study: Original Research |
Subject:
Midwifery
Received: 2023/06/17 | Accepted: 2024/01/2
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