一个成功的口腔癌病例发现试点的社会营销方法的第二阶段

IF 2.3 Q3 BUSINESS
R. Lowry, A. Archer, D. Howe, S. Hiom
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引用次数: 0

摘要

这是口腔癌检测成功的社会营销干预的第二阶段。目标是为高危人群实施一项社会营销口腔癌试点病例发现服务。第二阶段加强了最初的项目,在确定的集水区人口中使用特定的提高认识技术,与有口腔癌风险的人接触。它还鼓励他们在基于社会营销技术的独特设计的病例发现/转诊干预中寻求早期病例发现和诊断或从随访中消除。第二阶段的特点包括在街上招募和绘制目标受众的地图。确定了干预措施的总目标人口,并使很大一部分人接触到该服务。开发的系统证明,有可能确定、识别和接触难以接触的有严重疾病风险的目标人群,并吸引大量人群进行病例发现/卫生服务联系。这种干预说明了复杂的目标人群跟踪系统的价值,使用技术来绘制目标人群的价值,在吸引难以接近的目标受众方面应用社会营销技术的价值,以及社会营销在多大程度上是关于产品或服务的,而不仅仅是沟通策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Second Phase of a Social Marketing Approach to a Successful Oral Cancer Case-Finding Pilot
This is the second phase of a successful social marketing intervention for mouth cancer detection. The objective is to implement a social marketing oral cancer pilot case-finding service for an at-risk population. Phase two enhanced the original project, which used specific awareness-raising techniques in a defined catchment population to engage with those at risk for oral cancer. It also encouraged them to seek early case-finding and diagnosis or elimination from follow-up in a uniquely designed case-finding/referral intervention based on social marketing techniques. Phase two features included on-street recruiting and mapping of the target audience. The total target population for the intervention was identified, and a significant proportion was reached and drawn into contact with the service. The system developed proved that it is possible to define, identify, and engage with a hard-to-reach target population at risk for a serious disease and draw significant numbers into case-finding/health service contact. This intervention illustrates the value of complex target population tracking systems, the value of using techniques to map target populations, the application of social marketing techniques in drawing in a hard-to-reach target audience, and how much social marketing is about the product or service, rather than just the communication strategy.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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