Gloucestershire Research & Development Support Unit, Gloucestershire Hospitals NHS Foundation Trust, Great Western Road,Gloucester, UK.
BMC Public Health. 2009 Oct 12;9:383. doi: 10.1186/1471-2458-9-383.
General practice staff are reluctant to discuss sexual health opportunistically in all consultations. Health promotion materials may help alleviate this barrier. Chlamydia screening promotion posters and leaflets, produced by the English National Chlamydia Screening Programme (NCSP), have been available to general practices, through local chlamydia screening offices, since its launch. In this study we explored the attitudes of general practice staff to these screening promotional materials, how they used them, and explored other promotional strategies to encourage chlamydia screening.
Twenty-five general practices with a range of screening rates, were purposively selected from six NCSP areas in England. In focus groups doctors, nurses, administrative staff and receptionists were encouraged to discuss candidly their experiences about their use and opinions of posters, leaflets and advertising to promote chlamydia screening. Researchers observed whether posters and leaflets were on display in reception and/or waiting areas. Data were collected and analysed concurrently using a stepwise framework analytical approach.
Although two-thirds of screening practices reported that they displayed posters and leaflets, they were not prominently displayed in most practices. Only a minority of practices reported actively using screening promotional materials on an ongoing basis. Most staff in all practices were not following up the advertising in posters and leaflets by routinely offering opportunistic screening to their target population. Some staff in many practices thought posters and leaflets would cause offence or embarrassment to their patients. Distribution of chlamydia leaflets by receptionists was thought to be inappropriate by some practices, as they thought patients would be offended when being offered a leaflet in a public area. Practice staff suggested the development of pocket-sized leaflets.
The NCSP should consider developing a range of more discrete but eye catching posters and small leaflets specifically to promote chlamydia screening in different scenarios within general practice; coordinators should audit their use. Practice staff need to discuss, with their screening co-ordinator, how different practice staff can promote chlamydia screening most effectively using the NCSP promotional materials, and change them regularly so that they do not loose their impact. Education to change all practice staff's attitudes towards sexual health is needed to reduce their worries about displaying the chlamydia materials, and how they may follow up the advertising up with a verbal offer of screening opportunistically to 15-24 year olds whenever they visit the practice.
全科医生不愿意在所有咨询中都偶然讨论性健康问题。健康促进材料可能有助于缓解这一障碍。自英国国家衣原体筛查计划（NCSP）启动以来，通过当地衣原体筛查办公室，已向全科医生提供衣原体筛查推广海报和传单。在这项研究中，我们探讨了全科医生对这些筛查推广材料的态度，他们如何使用这些材料，并探讨了其他推广策略以鼓励衣原体筛查。
从英格兰六个 NCSP 地区有不同筛查率的 25 家全科医生诊所中进行了有针对性的选择。在焦点小组中，鼓励医生、护士、行政人员和接待员坦诚地讨论他们在使用海报、传单和广告来推广衣原体筛查方面的经验和意见。研究人员观察了海报和传单是否在接待处和/或等候区展示。使用逐步框架分析方法同时收集和分析数据。
尽管三分之二的筛查诊所报告说他们展示了海报和传单，但在大多数诊所中，这些海报和传单并没有被突出展示。只有少数诊所报告说他们在持续主动地使用筛查推广材料。所有诊所的大多数工作人员都没有通过常规向目标人群提供偶然筛查来跟进海报和传单上的广告。许多诊所的一些工作人员认为海报和传单会让他们的病人感到冒犯或尴尬。一些诊所认为，由接待员分发衣原体传单是不合适的，因为他们认为当病人在公共区域收到传单时，他们会感到冒犯。诊所工作人员建议开发袖珍传单。
NCSP 应考虑开发一系列更具隐蔽性但引人注目的海报和小传单，专门在全科医生中推广不同场景下的衣原体筛查；协调员应审核其使用情况。诊所工作人员需要与他们的筛查协调员讨论，不同的诊所工作人员如何最有效地使用 NCSP 推广材料来推广衣原体筛查，以及定期更换这些材料，以保持其影响力。需要对所有诊所工作人员进行教育，以改变他们对性健康的态度，减少他们对展示衣原体材料的担忧，以及如何在病人每次访问诊所时，通过偶然提供性健康检查的口头建议来跟进广告。
