PROMOTION OF NORMAL VAGINAL DELIVERY AMONG PRIMIGRAVIDAE: AN APPLICATION OF SOCIAL MARKETING IN THE FIELD OF HEALTH

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MALEKI MOSTAFA; MOUSAVIZADEH ALI; PARHIZKAR SAADAT; SHAMSI MOHSEN

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Journal: JOURNAL OF SCHOOL OF PUBLIC HEALTH AND INSTITUTE OF PUBLIC HEALTH RESEARCH Year:2017 | Volume:15 | Issue:2 Page(s): 110-120

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Title

PROMOTION OF NORMAL VAGINAL DELIVERY AMONG PRIMIGRAVIDAE: AN APPLICATION OF SOCIAL MARKETING IN THE FIELD OF HEALTH

Author(s)

MALEKI MOSTAFA | MOUSAVIZADEH ALI | PARHIZKAR SAADAT | SHAMSI MOHSEN | Issue Writer Certificate

Keywords

PROMOTIONQ1

NORMAL VAGINAL DELIVERYQ1

PRIMIGRAVIDAQ1

SOCIAL MARKETINGQ2

Abstract

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.

Cites

Factors Affecting the Intention to Choose the Natural vaginal delivery based on the Theory of Planned Behavior among Primigravidae

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APA: Copy

MALEKI, MOSTAFA, MOUSAVIZADEH, ALI, PARHIZKAR, SAADAT, & SHAMSI, MOHSEN. (2017). PROMOTION OF NORMAL VAGINAL DELIVERY AMONG PRIMIGRAVIDAE: AN APPLICATION OF SOCIAL MARKETING IN THE FIELD OF HEALTH. JOURNAL OF SCHOOL OF PUBLIC HEALTH AND INSTITUTE OF PUBLIC HEALTH RESEARCH, 15(2), 110-120. SID. https://sid.ir/paper/84888/en

Vancouver: Copy

MALEKI MOSTAFA, MOUSAVIZADEH ALI, PARHIZKAR SAADAT, SHAMSI MOHSEN. PROMOTION OF NORMAL VAGINAL DELIVERY AMONG PRIMIGRAVIDAE: AN APPLICATION OF SOCIAL MARKETING IN THE FIELD OF HEALTH. JOURNAL OF SCHOOL OF PUBLIC HEALTH AND INSTITUTE OF PUBLIC HEALTH RESEARCH[Internet]. 2017;15(2):110-120. Available from: https://sid.ir/paper/84888/en

IEEE: Copy

MOSTAFA MALEKI, ALI MOUSAVIZADEH, SAADAT PARHIZKAR, and MOHSEN SHAMSI, “PROMOTION OF NORMAL VAGINAL DELIVERY AMONG PRIMIGRAVIDAE: AN APPLICATION OF SOCIAL MARKETING IN THE FIELD OF HEALTH,” JOURNAL OF SCHOOL OF PUBLIC HEALTH AND INSTITUTE OF PUBLIC HEALTH RESEARCH, vol. 15, no. 2, pp. 110–120, 2017, [Online]. Available: https://sid.ir/paper/84888/en

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