将社会营销原则应用于社区癌症查计划:两个案例研究
Simona C Kwon1, Julie A Kranick1, Nadia S Islam1
1NYU Grossman School of Medicine, New York, NY, USA.
概括
基于社区的参与式研究和社会营销有效地使少数群体参与癌症查. 这些文化适应的策略改善了为服务不足的人群提供公共卫生外展服务.
科学领域:
- 公共卫生 公共卫生
- 健康差异 在健康上的差异
- 社区参与的研究
背景情况:
- 少数群体在癌症连续性中面临着严重的健康不平等.
- 标准的公共卫生策略往往无法达到或有效地服务于这些人群.
- 文化适应,以社区为中心的方法对于解决这些差异至关重要.
研究的目的:
- 通过基于社区的参与式研究 (CBPR) 和社会营销来提出综合方法.
- 证明这种方法在吸引少数群体和服务不足的社区方面的有效性.
- 为未来的公共卫生干预研究提供信息.
主要方法:
- 利用参与式社会营销原则,以文化适应基于证据的癌症查计划.
- 在纽约市实施了两项案例研究:韩国和华裔美国移民的乙型肝炎查/接种疫苗,以及穆斯林妇女的乳腺/宫癌查.
- 专注于以社区为中心和文化适应的流程.
主要成果:
- 通过文化适应的干预措施,成功地参与了少数群体和未经研究的社区.
- 证明了结合CBPR和社会营销在公共卫生活动中的实用性.
- 展示了针对特定种族和种族群体的癌症查计划的有效适应.
结论:
- 整合社交营销和CBPR是有效的公共卫生活动的关键策略.
- 这种综合方法提高了边缘化社区对健康行为的影响力和影响力.
- 与社区的伙伴关系对于解决社会边缘化和历史性的服务不足至关重要.
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