Reza Majdzadeh, Arash Rashidian, Mohsen Shams, Davood Shojaeizadeh, Ali Montazeri,
Volume 9, Issue 2 (11-2011)
Abstract
Background and Aim: In social marketing, the common techniques of commercial marketing are used to increase the chances of acceptability of an idea or action by the target group. In this study, we determined the impact of an intervention based on social marketing to reduce risky driving behaviors among taxi drivers in Tehran.
Materials and Methods: This was a quasi-experimental study, consisting of a quantitative and a qualitative part, on taxi-drivers in 2 regions (an intervention and a control groups) in the City of Tehran. Based on a formative research approach, the components of social marketing, namely, the product (reminder message for concentrating on avoidance of two target behaviors, tailgating and not driving between lines), price, place and promotion were determined. An 8-week educational program was implemented, the components being installation of stickers before the driver's eyes, distributing a pamphlet, and transferring messages through taxi route supervisors as opinion leaders. After six weeks, risky driving behaviors were assessed by checklists and compared.
Results: The intervention resulted in statistically significant reductions in the two target behaviors in the intervention group as compared with the control group. Furthermore, logistic regression showed that the odds ratio for avoiding both behaviors increased significantly in the intervention group.
Conclusion: Determining specific target groups, designing interventions based on actual needs and wants of the target group, and focusing on the factors influencing the behavior market are the basic elements of social marketing. Due consideration of these elements when designing behavioral interventions would lead to reductions in risky driving behaviors.
Mohsen Shamsi, Hadi Neyestani, Hassan Ebrahimipour, Habiballah Esmaeili, Ali Vafaei Najjar, Maliheh Nosrati,
Volume 12, Issue 1 (5-2014)
Abstract
Objectives: The role of mammography in early detection of b reast cancer is evident and persuasion to do that is very important in health sector. Majority of the interventions are based on education and informing and there has been less attention to making mammography cost beneficent. This study aimed at assessing the effect of a social marketing-based intervention to persuade to do mammography in Bojnord.
Methods: In this quasi-experimental study, two villages around Bojnurd with similar demographic characteristics, considered as intervention and comparison groups randomly. All 35- years and older women consist of 343 women (151 in intervention and 191 in comparison groups) were identified. To obtain the main idea for intervention, and exploring the viewpoints of target group about mammography, a formative research combined of a quantitative survey (through completing the questionnaire for assessing the women’s attitudes based on health belief model) and a qualitative study (through establishing four focus group discussions) was done. According to the gathered and analyzed data, an intervention focused on the main barriers designed and implemented through four weeks. One week after the intervention, the number of mammograms in two villages was determined and compared.
Results: Quantitative survey showed that the mean of the scores related to expending time and high economical costs (perceived barriers) not remember to do mammography and fear of exposure to x- ray is less than other constructs. In qualitative study, time expending and high economical cost considered as two main factors related to not doing mammography. After the intervention, 48.1 percent of the women in intervention group went to do mammography and there are no change similar results in comparison group.
Conclusions: Educational interventions are not enough to persuade women to do mammography and we have to consider their perceived barriers and concerns. One of the most effective approach to promote an idea, behavior or service, is identifying the viewpoints of target group and design them as consumer- oriented programs. So, acceptance of the idea and behavior will be cost-beneficent.
Mostafa Maleki, Ali Mousavizadeh, Saadat Parhizkar, Mohsen Shamsi,
Volume 15, Issue 2 (9-2017)
Abstract
Background and Aim: In Iran the rate of Cesarean section is reported to be 48%, which is higher than the acceptable rate recommended by WHO (15%). This study was conducted to determine the effect of an intervention based on social marketing on the reduction of intention to choose Cesarean section by primigravidae in Boyer-Ahmad County, Iran in 2015.
Materials and Methods: In this field trial 39 primigravidae three to four months pregnant who had an intention to choose Cesarean section for delivery participated. A formative research (a quantitative survey and a qualitative study) was done to achieve the social marketing mix, and based on the results a tailored intervention was designed and pretested on the subjects. The final intervention was implemented for a period of one month and its effectiveness assessed after at least one month by a proportion test.
Results: The average age of the women was 25.82 years. The proportion of the women with a high school (or lower) and university education was 38.5% and 61.5%, respectively. One month after the intervention thirty of the pregnant women expressed willingness and intention to have a normal delivery, which was a statistically significant change (p=0.01).
Conclusion: An educational intervention based on the consumer-oriented social marketing theory can be effective in designing, implementing and evaluating a program aiming at reducing Cesarean section intention.
Behzad Damari, Seyed Hasan Emami Razavi, Ahmad Hajebi, Elham Elahi,
Volume 19, Issue 2 (9-2021)
Abstract
Background and Aim: According to the definition proposed by WHO, social health is a health dimension that impacts, or is affected by, the two physical and mental dimensions. Based on the definition given by the Academy of Medical Sciences of Islamic Republic of Iran, social health includes reciprocal qualitative and quantitative behaviors by individuals towards welfare of the society. Pro-social behaviors and an encouraging environment are considered as the two main components of social health promotion. The purpose of this study was to identify pro-social behaviors in the Iranian society.
Materials and Methods: This was a qualitative study. Data were collected using 1). Literature review based on sources related to Iranian culture and religious advice, as well as published international experiences, and 2). Expert opinions based on focus group discussions on eight specialized disciplines. The data obtained were content analyzed.
Results: Analysis of the data of this study showed twenty pro-social behaviors (possible to be categorized into three domains/areas of social thinking, speech and expression, and behavior):
acceptance of diversity and altruism, understanding human rights, not telling lies, cooperation, humbleness, donation/free contribution, being critical, patience and forgiveness, lack of distrust/suspicion, speaking competence, proper balance/equilibrium, sense of responsibility, brotherhood, personal discipline/order, fidelity, trustworthiness, consultation, cultural exchange, self-identity and, finally, respecting the environment.
Conclusion: Behavior change requires applying evidence-based models, e.g., social marketing. It is, thus, suggested that after investigating and surveying pro-social behaviors in the Iranian society, barriers to pro-social behaviors should be investigated and social marketing programs be developed and implemented aiming to help improve these behaviors.
