Article

Audience segmentation to promote lifestyle for cancer prevention in the Korean community.

Department of Health Policy and Management, School of Medicine, Kangwon National University, Kangwon, South Korea.
Asian Pacific journal of cancer prevention: APJCP (Impact Factor: 1.5). 01/2011; 12(4):869-74.
Source: PubMed

ABSTRACT This study was designed to segment the audience group of '10 lifestyle for cancer prevention' based on demographic characteristics and the level of knowledge about each guideline for cancer prevention among the community in South Korea.
Participants were chosen through stratified random sampling according to the age and gender distribution of Gangwon province in South Korea. A telephone survey was conducted from 6 to 15 calls among 2,025 persons on October 2008. A total of 1,687 persons completed the survey (response rate: 83.3%). Survey items were composed of socio-demographic characteristics such as age, gender, income, education, and residence area and the knowledge level of '10 guidelines for cancer prevention', developed by 'Korean Ministry of Health and Welfare' and covering smoking cessation, appropriate drinking, condom use, and regular physical activity and so on. We selected the priority needed to promote awareness and segmented the audience group based on the demographic characteristics, homogeneous with respect to the knowledge level using Answer Tree 3.0 with CHAID as a data mining algorithm.
The results of analysis showed that each guideline of ' 10 lifestyle for cancer prevention' had its own segmented subgroup characterized by each demographic. Especially, residence area, city or county, and ages were the first split on the perceived level of knowledge and these findings suggested that segmentation of audiences for targeting is needed to deliver more effective education of patients and community people. In developing the strategy for effective education, the method of social marketing using the decision tree analysis could be a useful and appropriate tool.
The study findings demonstrate the potential value of using more sophisticated strategies of designing and providing health information based on audience segmentation.

0 Bookmarks
 · 
85 Views
  • [Show abstract] [Hide abstract]
    ABSTRACT: Human papillomavirus (HPV) infection is a common sexually transmitted viral infection and is associated with the development of cervical cancer. HPV vaccines are now undergoing phase 3 clinical trials in Australia. It is likely that an HPV vaccine will become licensed for use in the near future. Ninety women aged 18-30 years from three different groups (those attending a dysplasia clinic, a local university health service and participants currently involved in a phase 3 HPV vaccine trial) completed a questionnaire assessing their knowledge base regarding HPV infection, cervical cancer, Pap tests and HPV vaccines. Respondents demonstrated good understanding of the Pap test and interpretation of an abnormal result. Most respondents (89%) had heard of HPV and attributed a number of different clinical symptoms to infection. For women who had not heard of an HPV vaccine, 79% of respondents stated that the most common resource they would use to obtain further information is their general practitioner. Many women do not understand the risk factors for HPV infection, the clinical problems it may cause and the potential long-term complications of infection. Few women have heard of a HPV vaccine, but most women surveyed would approach their general practitioner for more information if one became available. This study highlights the need for further education regarding HPV infection and the potential long-term complications such as cervical cancer. It also demonstrates that education of general practitioners regarding an HPV vaccine is essential, as this is the most likely resource women will use to obtain further information in the future.
    Australian and New Zealand Journal of Obstetrics and Gynaecology 09/2006; 46(4):311-5. · 1.30 Impact Factor
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: This study investigated the health information such as the general health information, the health product information, and the hospital information, and we wanted to identify the association between internet health information and the health related behavior by analyzing the process after people search the Internet. A telephone survey with structured questionnaire was performed by trained surveyors. The respondents were sampled proportionate to the Korean demographic distribution with considering the city size and the populations' ages and gender. The survey was conducted from October 2006 to November 2006. Out of 3,758 successfully connected persons of age 20 or more, 871(23.2%) respondents had used Internet health information during the last year. The purposes of searching the Internet for health was, 1) to get general health information (717 cases, 81.0%), 2) shopping for health product (109 cases, 12.3%) and 3) seeking information about hospital selection (59 cases, 6.7%). Our research showed that the process after searching the Internet for health information depends on the purpose of the search. 68.8% of the searchers for general health information, 67% of the searchers for health product shopping and 64.4% of the searchers seeking information to guide hospital selection were satisfied with their Internet search. However one third of the respondents reported not being satisfied with the result of the search. Unsatisfied consumers with internet health information tended to ask lay referrals from others or they gave up seeking health information. The health information system should be improved to increase the accessibility and to provide reliable and effective information. Also, a more user-centric community is needed in order to strengthen the effective role of lay referrals among the internet users.
    Journal of Preventive Medicine and Public Health 04/2008; 41(2):121-7.
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: The objectives of this descriptive cross-sectional study were to assess the awareness about cervical cancer and preventive behaviour of female first year Mangosuthu University of Technology students. A total of 205 students were selected by stratified random sampling techniques. 40% of the students were currently sexually active and among them 28% reported having two or more sexual partners. A third (33%) of the participants heard about cervical cancer. Among them a third (32%) and over a quarter (26%) knew about the HPV virus and multiple sexual partners, respectively, as risk factors for cervical cancer. Participants were twice more likely to use condoms if they heard about cervical cancer (OR = 2.47, p = 0.003). Only 31% participants had heard about the Pap smear test, and among them a third (33%) knew that Pap smear is used for detection or prevention of cervical cancer. University management should concentrate on developing policies on health education and promotion particularly targeting preventable health conditions to prevent transmission of the HPV virus.
    Asian Pacific journal of cancer prevention: APJCP 01/2010; 11(1):127-30. · 1.50 Impact Factor

Full-text (2 Sources)

View
0 Downloads
Available from