Authors

• Hadi neyestani ¹
• Ali Vafaee- Najar ²
• Hossein Ebrahimipour ²
• Mohsen Shams ³
• Habibollah Esmaeili ²
• Nader Nikparast ¹
• Maliheh Nosrati ¹

¹ North Khorasan University of Medical Sciences, Bojnurd , Iran

² Mashhad University of Medical Sciences, Mashhad, Iran.

³ Yasouj University of Medical Sciences, Yasouj, Iran

Abstract

Introduction: Breast cancer is the most common cancer leading to death in women. So, early detection
and treatment of it is very important and increase the patient survival. Mammography is one of the most
effective methods for diagnosis of the breast cancer. We aimed to study for designing a social marketing
intervention in rural areas of Bojnourd, Iran to propagate using mammography among women.
Method: In this qualitative study, 46 women in four focus group discussions (FGD) discussed their views
and ideas about mammography. All discussions were voice-recorded and written by two note takers.
Using ATLAS.ti5.2 software, the collected data were analyzed.
Results: Five main themes including mammography in general, barriers to doing mammography,
appropriate communication methods and channels and opinion leaders for them to do this exam, were
extracted.
Conclusion: Designing a social marketing-based intervention can be useful for propagation of using
mammography among women.

Keywords

• breast cancer
• mammography
• Qualitative study
• Social Marketing
• Rural women