Table 1 Social marketing mixed model for pap-smear test uptake and related intervention
4P | Definition | Specimen in this study | Intervention |
|---|---|---|---|
Product | Behavior/Service/Idea/consumption | A Pap-smear test, specifically, includes: taking a sample, sending the sample to the lab, and getting a sample report | - Pap smear introduction pamphlet - Pamphlet on how to perform a pap smear test |
Price | The cost that consumers are compelled to give up as long as they gain the product (monetary, attitudinal, functional, psychological, anxiety) | 1. Including direct monetary costs: the cost of transportation, the cost of sampling, the cost of the laboratory, the cost of a doctor’s visit 2. Indirect costs: waiting time in the center; Psychological such as spouse’s dissatisfaction, stress, worry and fear | - Navigation pamphlet to free sampling centers - Pamphlet explaining that the test doesn’t affect the quality of sex for the spouses - Pamphlet introducing the female staff performing the test and explaining the painlessness in order to reduce the stress of the samples - Pamphlet explaining that there is no need to worry if the test is positive to reduce the fear of knowing the test result |
Place | A place where individuals receive a product and be exposed to the consumers community | Urban health community centers | - Detailed information pamphlet about the location of the comprehensive urban health center and its distance from the place of residence |
Promotion | A tool for extend messages and communicating with the target people | Effective communication with the intervention group in the field of study objectives | - Through promotional messages using short messages (SMS) and social messengers |