Health Care Marketing : How to Promote Screening for Colorectal Cancer－A Case Study of a Primary Health Care Provider in Central Taiwan

• Main Authors: yu-hao kang, 康育豪
• Other Authors: Yuan-shuh Lii
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/39491467910042548211

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 100 === Cancer has been the leading cause of death in the Taiwan area since 1982, according to DGBAS statistics of Taichung City, one person dies every two hours from cancer. Since 2006, colorectal cancer has been the most prevalent cancer in Taiwan. In order to reduce the threat of colorectal cancer, the Bureau of Health Promotion (BHP) had included colorectal screening as one of its preventive healthcare items, but only 30% of the compatriots participated in the screening programs for colorectal cancers. This cross-sectional study aims to investigate factors of screening behaviors of colorectal cancer from a healthcare marketing point of view, samples and health information were collected from 209 50-69 year-old Taichung citizens, who have done a fecal occult blood test at the three clinics and three public health centers in 2011, from August to October. The content of the structured questionnaire included five parts: demographic characteristics, health behaviors, cancer screening awareness, undetecting reasons and cues to action questionnaire. SPSS 16.0 was used for binary logistic regression . The main conclusions are described as follows: (1) 209 patients participated in the Fecal Occult Blood Test (FOBT), Female participants made up 66.0%, and 50-54 year-old participants, 37.2%, and the participants’ education focus on high school level, 32.5%; (2) the odds of a male receiving FOBT at the clinic are 5.44 times greater than for a female (p=.000), the odds of participants with primary level of education receiving FOBT at the clinic are 4.082 times greater than the senior high school level (p=.002) ; (3) A total of 60.3% of participants were in their first FOBT screening, the reasons for undetecting FOBT regularly of “They will not be cancer”, 33.0%, the odds of 65-69 year-old participants are 2.849 times greater than 50-54 year-old (p=.047) ; (4) A total of 64.1% of participants have chosen the cues to action cancer screening of “The nurses and doctors around you will remind you to do the screening, and emphasize the benefits of receiving screening and no harm in screening”; (5) a "Balanced Scorecard" is used to develop clinics’ cancer screening, while clinics offer incentives to urge their nursing staff; the number of colorectal cancer screening results will grow four times. The study can help graduate to understand the screening behaviors of colorectal cancer, as collected from the primary health care provider in Central Taiwan, so that the public health workers in charge of public sanitation can carry out the related test accordingly as well as for making test strategies and health education for different target groups.