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2013, Number 4

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Rev Med Inst Mex Seguro Soc 2013; 51 (4)

Clinical impact of social marketing strategy on breast cancer detection

Quintana-Vidaurri AG, Santana-Chávez LA, González-Villalobos CG

Language: Spanish
References: 16
Page: 432-437
PDF size: 56.99 Kb.


ABSTRACT

Objective: to prove the impact of social marketing strategies in breast cancer detection, taking as a parameter the number of mammographies performed.
Methods: quasi-experimental research, before and after. Sixty-nine physicians in charge of medical consultation and fourteen nurses were studied for a period of seven months, applying social marketing strategies. The total of mammographies were analyzed using Wilcoxon rank-sum test (p ‹ 0.05).
Results: morning schedule: medical consultation with a basal of 1.5 mammographies monthly by physician offi ce, fi rst and second month after intervention of 2.45 (p = 0.007); nurses with a basal of 2.14 mammographies, fi rst and second month after intervention were 3.25 (p = 0.007) and 3.28 (p = 0.000), respectively. Afternoon schedule: medical consultation, basal were 0.47, fi rst and second month after intervention were 2.38 (p = 0.000) and 2.35 (p = 0.000) respectively; nurses with a basal of 0.85, fi rst and second month 2.79 (p = 0.000) and 3.91 (p = 0.000), respectively.
Conclusions: social marketing proved to be an adequate strategy, which has an impact on the clinical practice of both, physicians and nurses.


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