Issue: Vojnosanit Pregl 2016; Vol. 73 (No. 6)

Marketing communication in the area of breast and cervical cancer prevention

Authors:
Jelena Cvijović*, Milica Kostić-Stanković*, Goran Krstić†, Ljupče Stojanović‡

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promotional activities can successfully contribute to the improvement
of public health by raising the level of general
knowledge about health issues and benefits that the change
of habits, eradication of undesirable behaviour and regular
medical controls have. The focus should be on continuous
marketing communication through various mass media or
direct communication between medical staff and patients.
The aim of this paper was to define the role that various
communication channels have in the process of informing
and educating the target group in case of breast and cervical
cancer prevention. Methods. The survey based on polling a
sample of 2,100 female patients of the Serbian Railways
Medical Centre was conducted in the period October–
December 2013. The questionnaire included questions
about demographic characteristics, prevention habits of
women, their level of information on that topic and communication
channels they prefer. Results. There is a difference
among respondents’ awareness level about preventive
measures depending on demographic and geographical criteria.
The results indicate the existence of variations in frequency
of performing gynaecological examinations and Pap
tests depending on different age, educational and residential
groups. Although the largest percentage of women stated
familiarity with the way of performing breast selfexamination
(78%), the majority of them had never performed
mammography or ultrasonography (67%). The
greatest number of women were informed about the possibility
of preventing breast and cervical cancer by posters or
brochures in health institutions (71%) and mass media –
television on the first place (74%), then specialized magazines
about health (48%), radio (48%), web sites about
health (42%), and daily newspapers (34%). The respondents
consider the Ministry of Health and health institutions as
the most responsible subjects for education of women
about cancer prevention, while the self-initiative was given
the least importance. Conclusion. Determined informing
habits of the target group, their prevention habits and attitudes
on the subject should be used as the basis for planning
and implementation of prevention marketing campaigns
that would be the most effective.