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: 2.51). 01/2011; 12(4):869-74.
Source: PubMed


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.

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    • "Most people become aware of good lifestyle habits for cancer survival through health campaigns, the mass media, and results of previous studies. Jo and Jung (2011) found that more than 80% of the respondents in their sample knew of 5 of the 10 codes about lifestylerelated knowledge of cancer prevention: (i) Smoking and indirect smoking can lead to cancer (81.1%). (ii) Eating enough vegetables and fruits is helpful in preventing cancer (87.9%). "
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    ABSTRACT: Background: This study was conducted to determine the relationship between lifestyle behavior and quality of life (QoL) among cancer survivors in Korea. Materials and methods: Data for a total of 471 (173 men, 298 women) cancer survivors (CS) over 40 years old were obtained from the database of the 4th Korean National Health and Nutrition Examination Survey (KNHANES IV). An identical number of subjects of the same age, sex, and education who had no restrictions in physical activity were randomly selected from the database and represented the control group (CG). Drinking, smoking, and exercise behavior were assessed. Results: The number of heavy drinkers was lower in CS (9.4%) than in CG (15.8%) (p<0.01); similarly, there were fewer smokers in CS (9.1%) than in CG (14.0%) (p<0.05). The percentage of individuals engaging in vigorous, moderate, and low-intensity exercise did not differ between CS (13.6%, 14.7%, and 50.0%) and CG (14.3%, 13.4%, and 49.7%, respectively). No differences in Euro QoL Questionnaire 5-Dimensional Classification (EQ-5D) scores on both drinking and smoking behaviors were noted. Compared to the non-exercisers, the low-intensity exercisers in CG (0.91±0.10 vs. 0.94±0.09), vigorous-intensity exercisers in CS (0.84±0.62 vs. 0.91±0.11), and low-intensity exercisers in CS (0.82±0.22 vs. 0.88±0.13) scored higher on the EQ-5D. Conclusions: Although cancer survivors practiced more conscious health behavior in drinking and smoking, their engagement in exercise did not differ from that of non-cancer survivors. Since exercise engagement increases QoL in general, implementation of an educational program that promotes exercise engagement in cancer survivors may be required.
    Full-text · Article · May 2013 · Asian Pacific journal of cancer prevention: APJCP