Marketinška komunikacija u oblasti prevencije karcinoma dojke i grlića materice
Sažetak
Uvod/Cilj. Inovativne marketinške kampanje i promotivne aktivnosti mogu uspešno uticati na poboljšanje zdravstvenog stanja stanovništva kroz podizanje nivoa njihove opšte informisanosti o zdravstvenim problemima i koristima koje menjanjem navika i iskorenjivanjem nepoželjnog ponašanja stiču. Fokus bi trebalo da bude na kontinuiranoj marketinškoj komunikaciji putem različitih masovnih medija ili direktnom komuniciranju medicinskog osoblja sa bolesnicima. Cilj rada bio je definisanje uloge koju različiti kanali komunikacije imaju u procesu infomisanja i obuke ciljne grupe u slučaju karcinoma dojke i grlića materice. Metode. Istraživanje je sprovedeno anketiranjem uzorka od 2 100 bolesnica Zavoda za zdravstvenu zaštitu „Železnice Srbije“ u periodu oktobr/decembr 2013. godine. Upitnikom su obuhvaćena pitanja važna za ispitivanje demografskih karakteristika, preventivnih navika kod žena, stepena njihove informisanosti i kanala komunikacije koji im odgovaraju. Rezultati. Ustanovljeno je da postoji razlika u nivoima svesti ispitanica o preventivnim merama u zavisnosti od demografskih i geografskih kriterijuma. Rezultati su ukazali na postojanje varijacija u učestalosti obavljanja ginekoloških pregleda i Papanikolau testova u zavisnosti od godina života, obrazovne stukture i mesta stanovanja. Iako je najveći procenat žena upoznat sa načinom obavljanja samopregleda dojke (78%), većina njih nikada nije izvršila mamografski ili ultrasonografski pregled (67%). Najveći broj žena obavešten je o mogućnostima prevencije karcinoma dojke i grlića materice putem plakata i brošura u zdravstvenim ustanovama (71%), a zatim masovnih medija – televizije na prvom mestu (74%), specijalizovanih časopisa o zdravlju (48%), radija (48%), veb sajtova (42%) i dnevnih novina (34%). Ispitanice smatraju da su Ministarstvo zdravlja i zdravstvene ustanove najodgovorniji subjekti za obuku žena iz prevencije karcinoma, da je samoinicijativi žena dat najmanji značaj. Zaključak. Definisane navike ciljne grupe u informisanju, preventivne navike i stavovi o ovoj temi, trebalo bi da posluže kao osnova za planiranje i sprovođenje preventivnih marketinških kampanja koje bi imale najefikasnije rezultate.
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