45. Promoting early symptom reporting and diagnosis of lung cancer: A social marketing approach (16)
Angela Tod, Principal Research Fellow, Faculty of Health and Wellbeing, Sheffield Hallam University, Sheffield, United Kingdom
Co authors: Angela Dutton
a.tod@shu.ac.uk
Abstract:
Background:
Lung cancer has one of the highest cancer mortality rates. Five year UK survival is 7% (Corner et al, 2006). An assumption exists that early detection of lung cancer is difficult because early symptoms are silent. Recent evidence suggests late diagnosis is not inevitable (Corner et al 2005). This has implications for education to facilitate early symptom presentation and diagnosis. Social marketing provides a potential tool to develop and deliver relevant education messages.
Aims:
To pilot social marketing educational interventions that aim to promote early reporting and referral of lung cancer symptoms. The awareness of the materials and their acceptability and accessibility will be examined using descriptive statistics and framework analysis.
Methods:
A mixed method study. A survey of 150 general practice patients, interviews of 10 patients and 10 health professionals and 4 community focus groups will be conducted between July and September 2007, in a South Yorkshire locality where the intervention materials will be disseminated. The project is due to report in October 2007.
Results:
Following an overview of social marketing and the interventions, the results of the pilot study (currently ongoing) will be presented. Evidence will indicate how well the interventions were disseminated within the community, whether the content and layout of the messages was accessible and prompted reflection on health. Chest x-ray referrals rates will also be reported.
Discussion:
Promoting healthy lifestyles and behaviours is a health policy priority. Nurses are frontline in facilitating change in the health behaviour. Such activity is challenging especially when priorities and interventions are decided without public consultation. Social marketing can provide an alternative, and potentially, successful technique to promote public health. Conclusions Reflections will be made about the role of social marketing in public health and health promotion in the light of this study.
Recommended reading list:
• Corner J. Hopkinson J. Fitzsimmons D. Barclay S. Muers M. (2005) Is late diagnosis of lung cancer inevitable? Interview study of patients’ recollections of symptoms before diagnosis. Thorax. 60:314-319
• Corner J. Hopkinson J. Roffe L. (2006) Experience of health changes and reasons for delay in seeking care: a UK study of the months prior to the diagnosis of lung cancer Social Science and Medicine 62: 1381-1391
• National Social Marketing Centre (2006) What is social marketing? http://www.nsms.org.uk/public/default.aspx Accessed November 2006
Source of Funding: Doncaster Primary Care Trust
Amount in Funding: 10,001 - 50,000
Biography:
I completed my degree in Combined Arts in 1981 and then worked as a nurse in a variety of clinical settings including CCU and cardiac rehabilitation. I subsequently undertook postgraduate research and undertook a number of part time research and development secondments alongside my substantive role as a practice development nurse at NGH. This included working as a nurse advisor at NHS Executive Trent and conducting a policy related programme of qualitative research funded by a Health Action Zone. I completed my PhD at the end of 2005. This was a study to conduct a grounded theory to explain the meaning of recovery after a heart attack. From September 2006 I have worked as a Principal Research Fellow in the Centre for Health and Social Care Research at Sheffield Hallam University. I have an interest in qualitative research that addresses patient experience of illness and health services with an emphasis on health inequalities and access to health care.