Recommendations for a Communication Strategy to Support Informed Decision-Making About Self or Clinician Sampling for...

Area of Science:

• Public Health
• Health Communication
• Cancer Prevention

Background:

• Cervical screening uptake in the UK remains below the 80% target, with lower participation among specific demographic groups.
• The UK National Health Service (NHS) cervical screening program is considering offering a choice between clinician-taken samples and self-sampling for high-risk Human Papillomavirus (HPV) subtypes.
• Addressing disparities in screening uptake is crucial for effective public health interventions.

Purpose of the Study:

• To identify the information and decision-support requirements of diverse individuals eligible for cervical screening when offered a choice of screening mode.
• To develop evidence-based recommendations for a communication strategy that facilitates informed decision-making regarding cervical screening options.

Main Methods:

• A qualitative co-production approach was employed, utilizing semi-structured interviews with 30 eligible individuals and 23 stakeholders.
• Thematic analysis of transcribed interviews was conducted, informed by behavioral and decision-making theories.
• Public partners were integral to the study from inception to completion, contributing to recruitment, participant materials, and analysis.

Main Results:

• Four primary themes emerged: misunderstanding of clinician-based screening, participant attitudes towards having a choice, preferences for communication launch strategies, and specific decision-support needs.
• Logic models were developed to guide the communication strategy for introducing choice in cervical screening modes.
• Participant feedback highlighted the importance of clear, accessible information to support informed choices.

Conclusions:

• A well-designed communication launch strategy is essential for supporting informed decision-making.
• Implementing HPV self-sampling alongside traditional methods requires a strategic communication approach to ensure equitable uptake and informed choices.
• This research provides a framework for future interventions aimed at improving cervical screening participation through offering choice.