Using a social marketing approach to increase the pap-smear test uptake: randomized controlled trial among women residing in urban region

BackgroundSocial marketing intervention is a strategy to improve intention and behavior in this field. Therefore, this study was conducted with the aim of determining the impact of social marketing intervention on Pap-smear test uptake.MethodsThe study conducted between June 5th 2023 and August 6th 2023. This study is registered in IRCT (code: IRCT20221126056609N1 & Registration date: 2023-04-27) The population studied were married women aged 18 to 65 living in Qazvin City. Comprehensive health service centers of Qazvin city were clustered for sampling and samples were randomly taken from each cluster and randomly divided into two control and intervention groups. Demographic, social, and economic information was collected before the intervention for both intervention and control groups. The intervention was based on four marketing mixes (product, price, place, and promotion). After three months, the pap smear test uptake was examined in both intervention and control groups. The data were analyzed by performing paired t-tests, chi-square, and odds ratio estimation in SPSS and Stata software.ResultsThe findings showed that there was a significant difference in Pap smear test uptake between the intervention and control groups after the intervention. So the participant who intervened had about 12 times more chance of a test uptake and this chance in the follow-up period was 5 times more than the control group.ConclusionThe findings of the present study showed that the intervention based on social marketing increases awareness, perceived risk, and the demand for Pap smear tests among women. By influencing women's intention and behavior, they can be led to participate in screening. For this purpose, a multifaceted intervention should be designed based on the barriers and facilitators of test's demand.Trial registrationThis study is registered in IRCT (code: IRCT20221126056609N1 & Registration date: 2023-04-27).