Breast Cancer Screening: A Social Marketing Study

Abstract

Breast cancer is one of the leading types of preventable cancer among women in the United States. Despite improvements in mammography and early detection techniques for breast cancer, special population groups within the United States continue to experience high incidence and mortality rates. This paper focuses on Kentucky's underserved populations. The research objectives were to: 1) identify the factors that motivate women at risk to be screened for breast cancer; and, 2) identify the factors that deter women at risk from being screened for breast cancer. A combination of quantitative (survey n=407) and qualitative (focus groups=19; in-depth interviews=58) research methods were used to examine factors that influence mammography use. Factors that motivate women to have mammograms include: physician referral; the belief that early detection will improve breast cancer outcomes; and, the belief that a mammogram is an effective test. Factors deterring women from having mammograms include: lack of physician referral; cost; and, the belief that mammography is dangerous. Research findings point to the need for a comprehensive, integrated approach to increasing utilization rates. This approach includes recommendations for increasing physician referrals, modifying service delivery, training staff, and development of client education materials and a public information campaign. These recommendations have been incorporated into a social marketing plan to increase utilization of mammography services in the state of Kentucky.