Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women
Introduction. In Iran, the rate of cesarean section is three times more than the acceptable rate considered by the World Health Organization. This study aimed at reducing the selection of cesarean section by primigravida through an intervention based on social marketing in Boyer-Ahmad County, Iran,...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Wiley
2021-01-01
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| Series: | Journal of Pregnancy |
| Online Access: | http://dx.doi.org/10.1155/2021/3920126 |
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| _version_ | 1832554013409673216 |
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| author | Mostafa Maleki Ali Mousavizadeh Saadat Parhizkar Mohsen Shams |
| author_facet | Mostafa Maleki Ali Mousavizadeh Saadat Parhizkar Mohsen Shams |
| author_sort | Mostafa Maleki |
| collection | DOAJ |
| description | Introduction. In Iran, the rate of cesarean section is three times more than the acceptable rate considered by the World Health Organization. This study aimed at reducing the selection of cesarean section by primigravida through an intervention based on social marketing in Boyer-Ahmad County, Iran, 2015. Methods. In this field trial, 39 of primigravida women were identified and selected as a target group. Formative research (a quantitative survey and a qualitative study) was done to achieve the social marketing mix. The tailored intervention was developed based on the findings of formative research. The intervention was implemented for one month for pregnant women who had cesarean section intention. Their intention for the cesarean section was studied again one month after the implementation of the intervention. The effectiveness of the intervention was evaluated by the proportion test. Results. The average age of the women was 25.82. All of the women 38.5 percent had a diploma degree and lower than and 61.5 percent had a university degree. Before the intervention, 39 women intended to do Cesarean. The intention of 30 pregnant women was changed significantly one month after the intervention. Conclusion. The study showed the effectiveness of an intervention based on consumer-oriented social marketing theory and could be used to reduce Cesarean intention. More studies about related factors of vaginal delivery selection especially from behavioral intention up to behavior are suggested. |
| format | Article |
| id | doaj-art-5aebac3deb3f4afba08b3857ece0b3f2 |
| institution | Kabale University |
| issn | 2090-2727 2090-2735 |
| language | English |
| publishDate | 2021-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Journal of Pregnancy |
| spelling | doaj-art-5aebac3deb3f4afba08b3857ece0b3f22025-02-03T05:52:38ZengWileyJournal of Pregnancy2090-27272090-27352021-01-01202110.1155/2021/39201263920126Using Social Marketing to Reduce Intention of Cesarean Section in Iranian WomenMostafa Maleki0Ali Mousavizadeh1Saadat Parhizkar2Mohsen Shams3Ph.D. Candidate in Health Education and Promotion, Department of Health Education and Promotion, School of Health, Tehran University of Medical Sciences, Tehran, IranPh.D. in Epidemiology, Assistant Professor, Social Determinants of Health Research Center, Yasuj University of Medical Sciences, Yasuj, IranPh.D. in Reproductive Health, Associate Professor, Social Determinants of Health Research Center, Yasuj University of Medical Sciences, Yasuj, IranPh.D. in Health Education, Associate Professor, Social Determinants of Health Research Center, Yasuj University of Medical Sciences, Yasuj, IranIntroduction. In Iran, the rate of cesarean section is three times more than the acceptable rate considered by the World Health Organization. This study aimed at reducing the selection of cesarean section by primigravida through an intervention based on social marketing in Boyer-Ahmad County, Iran, 2015. Methods. In this field trial, 39 of primigravida women were identified and selected as a target group. Formative research (a quantitative survey and a qualitative study) was done to achieve the social marketing mix. The tailored intervention was developed based on the findings of formative research. The intervention was implemented for one month for pregnant women who had cesarean section intention. Their intention for the cesarean section was studied again one month after the implementation of the intervention. The effectiveness of the intervention was evaluated by the proportion test. Results. The average age of the women was 25.82. All of the women 38.5 percent had a diploma degree and lower than and 61.5 percent had a university degree. Before the intervention, 39 women intended to do Cesarean. The intention of 30 pregnant women was changed significantly one month after the intervention. Conclusion. The study showed the effectiveness of an intervention based on consumer-oriented social marketing theory and could be used to reduce Cesarean intention. More studies about related factors of vaginal delivery selection especially from behavioral intention up to behavior are suggested.http://dx.doi.org/10.1155/2021/3920126 |
| spellingShingle | Mostafa Maleki Ali Mousavizadeh Saadat Parhizkar Mohsen Shams Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women Journal of Pregnancy |
| title | Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women |
| title_full | Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women |
| title_fullStr | Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women |
| title_full_unstemmed | Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women |
| title_short | Using Social Marketing to Reduce Intention of Cesarean Section in Iranian Women |
| title_sort | using social marketing to reduce intention of cesarean section in iranian women |
| url | http://dx.doi.org/10.1155/2021/3920126 |
| work_keys_str_mv | AT mostafamaleki usingsocialmarketingtoreduceintentionofcesareansectioniniranianwomen AT alimousavizadeh usingsocialmarketingtoreduceintentionofcesareansectioniniranianwomen AT saadatparhizkar usingsocialmarketingtoreduceintentionofcesareansectioniniranianwomen AT mohsenshams usingsocialmarketingtoreduceintentionofcesareansectioniniranianwomen |