Kelli R. McCormack-Brown

A Social Marketing Approach to Increasing Breast Cancer Screening Rates

Abstract This study used a social marketing approach to identify factors that influence womens breast cancer screening behaviors and to guide the development of strategies to increase breast cancer screening utilization rates among underserved women in Florida. Qualitative and quantitative methods were used to gather data regarding womens perceptions of breast cancer screening, frequency of mammography use, screening motivations and barriers, and recommendations for screening promotion. Thirteen percent of women surveyed had never had a mammogram, whereas 26% were irregular users and 51 % were regular users of mammography. Factors significantly associated with mammography use included frequency of clinical breast examinations, insurance coverage, physician referral, knowledge of American Cancer Society recommendations for annual screening, and misperceptions of the potential for mammography usage to cause cancer. Results were used to develop a comprehensive social marketing plan that would motivate irregular users of breast cancer screening services, specifically underserved women 40 years of age and older, to be screened annually. The plan included recommendations for increasing physician referrals, modifying service delivery, developing client education materials, creating a public information campaign, and initiating public policy efforts to address financial barriers to mammography use.