[Clinical impact of social marketing strategy on breast cancer detection]

to prove the impact of social marketing strategies in breast cancer detection, taking as a parameter the number of mammographies performed.

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).

morning schedule: medical consultation with a base of 1.5 mammographies monthly by physician office, first and second month after intervention of 2.45 (p = 0.007); nurses with a base of 2.14 mammographies, first and second month after intervention were 3.25 (p = 0.007) and 3.28 (p = 0.000), respectively. Afternoon schedule: medical consultation, base were 0.47, first and second month after intervention were 2.38 (p = 0.000) and 2.35 (p = 0.000) respectively; nurses with a base of 0.85, first and second month 2.79 (p = 0.000) and 3.91 (p = 0.000), respectively.

social marketing proved to be an adequate strategy, which has an impact on the clinical practice of both physicians and nurses.