Marketing Strategy for the Promotion of Access to Cervical Cancer Screening for the Women in Tambon Naphai and Tambon Ladyai, Muang District, Chaiyaphum Province

Abstract

Objectives:  The objectives of this research  were  (1) to study correlation between marketing strategy and rate of access to cervical cancer screening, (2) to compare before - after mean of  knowledge  score  and  health belief  score  in  study  group.

Methods: This study was Quasi – experimental research in Tambon Naphai and Tambon Ladyai , Mueng district, Chaiyaphum Province. Two study groups consist of group with 112 cases from Tambon Naphai  for marketing strategy  and  normal group (78 cases from Tambon Ladyai) . There were 30-60 years old women who never had history of illness about cervical cancer or got pregnant. Tools of research were leaflet, document of cervical cancer and   interview questions which contain of three parts; general information, Knowledge of cervical cancer and attitude of cervical cancer. That verified by experts and confidence testing by Cronbach’s alpha method. Experimental group with marketing strategy got motivated by healthcare staffs and local volunteers, Individual letter for invite. The period of study among 1st to 31th March 2017. Statistics including were descriptive statistics (frequency, Distribution, Percentage, Mean, Standard Deviation) and Inferential statistics (Chi-square test, Independent t-test, Pair t-test).

Results: The result of  this study showed  that , Marketing Strategy can increased rate of access to cervical cancer screening. The Cervical cancer screening access rate of the experimental and control groups were 62.93% and 17.77%  respectively. After  intervention  in  experimental  group found  that ,means  scores of  knowledge  and  means  scores of  health belief  about  cervical cancer  had  increase   than  before  (p<0.001)

Conclusions & Recommendations:  The study result confirms that Marketing Strategy could be applied and used in increasing cervical cancer screening access rate in the target group. Hence, it is recommended that the model in this Study to be used in another areas in Chaiyaphum Province. We should establish mobile unit to do Cervical Cancer Screening in after work time.