Public Awareness and Feasibility of Social Marketing for Cholangiocarcinoma Prevention Through Multi-channel Media in Thailand: Lessons for Emerging Diseases.

Abstract

Cholangiocarcinoma (CCA) remains a major public health concern in Thailand, particularly in areas endemic for Opisthorchis viverrini infection. During the period of 2020-2022, there was a rapid shift in public communication behaviors that created new opportunities to promote health education through diverse media channels. This study aimed to assess public awareness of CCA prevention and explore the feasibility of applying social marketing strategies during a time of health crisis. A cross-sectional survey of 150 participants was conducted in high-risk communities of Sisaket Province using multi-stage sampling. Data were collected using a validated questionnaire evaluating awareness of CCA prevention after exposure to five media types: broadcast, print, signage, personal (village health volunteers), and online media. Feasibility was assessed using a 16-item scale based on the 4P's marketing mix framework: product, price, place, and promotion. Descriptive statistics were conducted. Participants demonstrated high awareness across all media types, especially through online media (Facebook, Line), print media, and public signage. The feasibility of implementing social marketing strategies for education was rated high overall (mean = 4.26, SD = 0.14), with strong agreement in knowledge transfer and community participation. These findings underscore the potential of using multi-channel media and marketing principles to enhance public education and promote preventive behaviors for CCA. Importantly, the results provide insight into how such strategies may be adapted for other emerging diseases, where rapid and widespread public engagement is critical. Social marketing represents a promising tool for cancer education of the public, particularly in low-resource settings and during times of public health disruption.