Framework for the Social Marketing of Clinical Preventive Services in Nigeria

Seiyefa Funakpa Brisibe^1, , Best Ordinioha² and Precious Kalamba Gbeneol³

¹Department of Family Medicine, Niger Delta University Teaching Hospital, Okolobiri - Bayelsa State, Nigeria

²Department of Community Medicine, University of Port Harcourt Teaching Hospital, Port Harcourt, Nigeria

³Department of Medical Services, University of Education, Port Harcourt, Nigeria

Cite this paper:
Seiyefa Funakpa Brisibe, Best Ordinioha and Precious Kalamba Gbeneol. Framework for the Social Marketing of Clinical Preventive Services in Nigeria. World Journal of Preventive Medicine. 2015; 3(1):11-16. doi: 10.12691/jpm-3-1-3

Abstract

Non-communicable diseases are now very prevalent in Nigeria, but the uptake of clinical preventive services (CPS) that have been shown to be very effective in their control has been very poor, even among those that greatly need the services. There is therefore the need to make extra effort to improve the uptake. We therefore propose a framework for the social marketing of CPS, to help increase the uptake of the services in Nigeria. The framework was created with data collected from libraries, electronic databases, and personal communications, which were used to gain an in-depth understanding of the clients; and to create a “marketing mix” of product, price, promotion, and place, for the social marketing project. The CPS was consequently packaged and branded as a single product, to be delivered in one service point, to make for easier access to clients; to be offered at subsidized price, to ensure its affordability to most Nigerians; to be promoted with messages that emphasize the immediate benefits of the services, even as the long term goal is a long and healthy life; and designed to be provided as close as possible to where people live and work, not only in health facilities, but also in community events and facilities. We believe that the use of this framework for the social marketing of CPS would result in a significant uptake of the services in Nigeria.

Keywords:
social marketing framework non-communicable diseases clinical preventive services south-south nigeria

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References:

[1]	Okafor CI, Ofoegbu EN. Control to goal of cardiometabolic risk factors among Nigerians living with type 2 diabetes mellitus. Niger J Clin Pract 2012; 15: 15-18.
[2]	Akpa MR, Alasia DD, Emem-Chioma PC. An appraisal of hospital based blood pressure control in Port Harcourt, Nigeria. The Nigerian Health Journal 2008; 8 (1-2): 27-30.
[3]	Arodiwe EB, Ike SO, Nwokediuko SC, Ijoma CK, Ulasi II. Pattern of cancer deaths in the medical wards of a teaching hospital in South East Nigeria. Niger J Clin 2013; 16: 505-510.
[4]	Arodiwe EB, Ike SO, Nwokediuko SC. Case fatality among hypertension-related admissions in Enugu, Nigeria. Nigerian Journal of Clinical Practice 2009; 12 (2): 153-156.
[5]	Ordinioha B, Brisibe SF. Incidence and reasons for Discharge Against Medical Advice in a tertiary health care facility in Port Harcourt, south-south Nigeria. Journal of Community Medicine and Primary Health Care 2013; 25 (2): 53-58.
[6]	World Health Organization. Innovative care for chronic conditions: building blocks for action. Geneva: World Health Organization, 2002.
[7]	Salinsky E. Clinical preventive services: when is the juice worth the squeeze? National Health Policy Forum Issue Brief-No. 806. 2005.
[8]	Babatunde S, Ikimalo J. Uptake of cervical cancer screening: awareness, willingness and practice among antenatal clinic attendees in Port Harcourt, Nigeria. Port Harcourt Medical Journal 2010; 4: 149-154.
[9]	Ugwu EO, Obi SN, Ezechukwu PC, Okafor II, Ugwu AO. Acceptability of human papilloma virus vaccine and cervical cancer screening among female health-care workers in Enugu, Southeast Nigeria. Niger J Clin Pract 2013; 16: 249-252.
[10]	Woolf SH, Atkins D. The evolving role of prevention in health care: Contributions of the U.S. Preventive Services Task Force,” American Journal of Preventive Medicine 2001; 20, suppl. 3: 13-20.
[11]	Tudor Hart J: The inverse care law. Lancet 1971, 297 (7696): 405-412.
[12]	Watt G: The inverse care law today. Lancet 2002, 9328: 252-254.
[13]	Kotler P, Roberto EL. Social marketing: Strategies for changing public behaviour. New York. Free Press. 1989: 10-36.
[14]	National Cancer Institute. Making health communication programs work (“pink book”). Bethesda, Md. U.S. Department of Health and Human Services, National Institute of Health. 2004.
[15]	Ordinioha B. Social marketing of insecticide-treated bed net for malaria control in a semi-urban community in South-South Nigeria. Port Harcourt Med J 2007; 1: 145-150.
[16]	Department of Health: Changing behaviour, improving outcomes: A new social marketing strategy for public health. London: Department of Health; 2011.
[17]	Prue CE, Daniel KL. Social Marketing: Planning before conceiving preconception care. Matern Child Health J (2006) 10:S79-S84.
[18]	Dwore RB, Murray BP, Parsons RP, Gustafson G. An opportunity for HMOs to use marketing to increase enrollee satisfaction. Managed Care 2001: 38-53.
[19]	Rogers EM. Diffusion of innovations. 4th ed. New York, NY: Free Press; 1995.
[20]	Bandura A. Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall; 1986.
[21]	Prochaska JO, Velicer WF. The transtheoretical model of health behvaiour change. Am J Health Promot 1997; 12: 38-48.
[22]	Edgar T, Boyd SD, Palame MJ. Sustainability for behaviour change in the fight against antibiotic resistance: a social marketing framework. Journal of Antimicrobial Chemotherapy. 2009; 63: 230-237.
[23]	Adogame A: HIV/AIDS support and African pentecostalism: the case of the Redeemed Christian Church of God (RCCG). J Health Psychol 2007; 12 (3): 475-484.
[24]	Shiloh S, Vinter M, Barak Z: Correlates of health screening utilization: the roles of health beliefs and self-regulation motivation. Psychol Health 1997, 12 (3): 301-317.
[25]	Dryden R, Williams B, McCowan C, Themessl-Huber M. What do we know about who does and does not attend general health checks? Findings from a narrative scoping review. BMC Public Health 2012 12: 723.
[26]	Norman P, Conner M: The role of social cognition models in predicting attendance at health checks. Psychol Health 1993, 8 (6): 447-462.
[27]	Roura M, Nsigaye R, Nhandi B, Wamoyi J, Busza J, Urassa M, Todd J, Zaba B. “Driving the devil away": qualitative insights into miraculous cures for AIDS in a rural Tanzanian ward. BMC Public Health 2010 10:427.
[28]	Wanyama J, Castelnuovo B, Wandera B, Mwebaze P, Kambugu A, Bangsberg DR, Kamya MR: Belief in divine healing can be a barrier to antiretroviral therapy adherence in Uganda. AIDS 2007, 21 (11): 1486-1487.
[29]	Forthofer MS, Bryant CA. Using audience-segmentation techniques to tailor health behavior change strategies. Am J Health Behav 2000; 24: 36-43.
[30]	Difford F, Telling JP, Davies KR: Continuous opportunistic and systematic screening for hypertension with computer help: analysis of nonresponders. BMJ 1987, 294 (6580):1130-1132.
[31]	Engebretson J, Mahoney JS, Walker G: Participation in community health screenings: a qualitative evaluation. J Community Health Nurs 2005, 22 (2):77-92.
[32]	Yarnall KS, Pollak KI, Ostbye T, Krause KM, Michener JL. Primary care: is there enough time for prevention? Am J Public Health. 2003; 93 (4): 635-641.
[33]	U.S. Preventive Services Task Force. Guide to clinical preventive services 2007. Rockville, MD: US Department of Health and Human Services (AHRQ Pub. No. 07-05100), September 2007.
[34]	Woolf SH and Kamerow DB. Testing for uncommon conditions: the heroic search for positive test results. Arch Int Med 1990; 150:2451-2458.
[35]	Merenstein D, Daumit GL, Powe NR. Use and costs of nonrecommended tests during routine preventive health exams. Am J Prev Med 2006; 30:521-527
[36]	Kamerow DB. Designing a high-quality package of preventive services: A prevention policy paper commissioned by Partnership for Prevention. Partnership for Prevention. 2008. Accessed 7th August, 2014.
[37]	Lasater TM, Carleton RA, Wells BL. Religious organizations and large scale health related lifestyle change programs. J Health Educ 1991; 22: 233-239.
[38]	Yanek LR, Becker DM, Moy TF, Gittelsohn J, Koffman DM. Project Joy: Faith Based Cardiovascular Health Promotion for African American Women. Public Health Reports 2001; 116: 68-81.
[39]	Kotler P, Roberto N, Lee N: Social Marketing: Improving the quality of life. Thousand Oaks, California: Sage; 2002.
[40]	Lefebvre RC, Flora JA. Social marketing and public health intervention. Health Educ Q 1988; 15: 299-315.
[41]	Dupas P. Global Health Systems: Pricing and User Fees. Elsevier Encyclopedia of Health Economics. 2012: 1-17.
[42]	Kane RL, Johnson PE, Town RJ, and Butler M. A structured review of the effect of economic incentives on consumers’ preventive behavior. Am J Prev Med 2004; 27: 327-352.
[43]	Maciosek MV, Coffield AB, Edwards NM, et al. Priorities among effective clinical preventive services: results of a systematic review and analysis. Am J Prev Med 2006; 31: 52-61.
[44]	Koh HK, Judge CM, Robbins H et al. The first decade of the Massachusetts Tobacco Control Program. Public Health Rep 2005; 120: 482-95.
[45]	Ottersen T, Norheim OF. Making fair choices on the path to universal health coverage. Bull World Health Organ 2014; 92: 389.
[46]	Carney PA, Dietrich AJ, Keller A, Landgraf J, O’Connor GT. Tools, teamwork and tenacity: an office system for cancer prevention. J Fam Pract. 1992; 35: 388-394.
[47]	Hensrud DD. Clinical preventive medicine in primary care: Background and practice: Delivering primary preventive services. Mayo Clin Proc. 2000; 75: 255-264.
[48]	Shenson D, Benson W, Harris AC. Expanding the delivery of clinical preventive services through community collaboration: the SPARC model. Prev Chronic Dis 2008; 5 (1).