Application of marketing principles to improve participation in public health program

Abstract

The application of marketing principles to develop a program aimed at increasing participation in a cervical screening program appears to be more effective than the use of sales techniques. Standard methods of promotion such as posters, direct mail, and flyers were generally ineffective. Direct personal contact produced the majority of program participants, and mass media approaches also resulted in significant participant response. A consumer orientation led to development of effective program features designed to satisfy specific consumer needs. Use of female health practitioners, for example, reduced cultural barriers to participation and insured adequate screening in Mexican-American populations.