Volume 15, Issue 2 (9-2017)                   sjsph 2017, 15(2): 110-120 | Back to browse issues page

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Maleki M, Mousavizadeh A, Parhizkar S, Shamsi M. Promotion of Normal Vaginal Delivery Among Primigravidae: An Application of Social Marketing in the Field of Health. sjsph. 2017; 15 (2) :110-120
URL: http://sjsph.tums.ac.ir/article-1-5523-en.html
1- MSc. Department of Health Education and Promotion, School of Public Health, Yasuj University of Medical Sciences, Yasuj, Iran
2- Ph.D. Assistant Professor, Social Determinants of Health Research Center, Yasuj University of Medical Sciences, Yasuj, Iran
3- Ph.D. Associate Professor, Social Determinants of Health Research Center, Yasuj University of Medical Sciences, Yasuj, Iran
4- Ph.D. Associate Professor, Social Determinants of Health Research Center, Yasuj University of Medical Sciences, Yasuj, Iran , moshaisf@yahoo.com
Abstract:   (1722 Views)

Background and Aim: In Iran the rate of Cesarean section is reported to be 48%, which is higher than the acceptable rate recommended by WHO (15%). This study was conducted to determine the effect of an intervention based on social marketing on the reduction of intention to choose Cesarean section by primigravidae in Boyer-Ahmad County, Iran in 2015.

Materials and Methods: In this field trial 39 primigravidae three to four months pregnant who had an intention to choose Cesarean section for delivery participated. A formative research (a quantitative survey and a qualitative study) was done to achieve the social marketing mix, and based on the results a tailored intervention was designed and pretested on the subjects. The final intervention was implemented for a period of one month and its effectiveness assessed after at least one month by a proportion test.

Results: The average age of the women was 25.82 years. The proportion of the women with a high school (or lower) and university education was 38.5% and 61.5%, respectively. One month after the intervention thirty of the pregnant women expressed willingness and intention to have a normal delivery, which was a statistically significant change (p=0.01).

Conclusion: An educational intervention based on the consumer-oriented social marketing theory can be effective in designing, implementing and evaluating a program aiming at reducing Cesarean section intention.

Full-Text [PDF 886 kb]   (486 Downloads)    
Type of Study: Research | Subject: Public Health
Received: 2017/09/19 | Accepted: 2017/09/19 | Published: 2017/09/19

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