Centre for Urban Health Solutions, Li Ka Shing Knowledge Institute, St. Michael's Hospital, Toronto, ON, Canada; Department of Family and Community Medicine, St. Michael's Hospital, Toronto, ON, Canada; Department of Family and Community Medicine, University of Toronto, Toronto, ON, Canada; Institute for Clinical Evaluative Sciences, Toronto, ON, Canada; Dalla Lana School of Public Health, Toronto, ON, Canada.
Daphne Cockwell School of Nursing, Ryerson University, Toronto, Canada.
Prev Med. 2018 Sep;114:134-139. doi: 10.1016/j.ypmed.2018.06.013. Epub 2018 Jun 22.
The best ways to communicate effectively to under-screened women about cervical cancer screening are unknown. Segmentation techniques create homogeneous segments of women in the population that are different from one another, and help to determine on whom communication efforts should be focused and how messaging should be tailored. We used segmentation techniques to better understand the demographics, attitudes and behaviours of women eligible for cervical screening. We developed a brief online questionnaire that consisted of demographic characteristics, attitudes toward health, and cervical screening behaviour. Simple descriptive statistics were used to describe the study population and principal components analysis was used to define the segments. The study sample consisted of 615 women living in Ontario, 508 from the general population and 107 from South Asia; 63.1% reported regular screening. We defined four segments that represented the sample: i) Proactive, ii) Family First, iii) Social and Stylish, and iv) Faith-Driven. South Asians were represented in all segments. Women who were in the Family First and Faith-Driven segments were least likely to have regular Pap tests and were least likely to know about human papilloma virus (HPV)'s role in cervical cancer. The Internet was very popular among women in all segments as a source of health information, particularly among Faith-Driven women. Only 69.2% of Family First women listed their family physician as a source of health information vs. 91.1% of Proactive women. Future research should focus on how to most effectively reach women who meet the Family First and Faith-Driven profiles, and through which communication media.
目前仍不清楚如何有效地向接受筛查不足的女性传达宫颈癌筛查信息。细分技术可根据人口统计学特征将女性群体细分为不同的同质部分，有助于确定应将沟通工作的重点放在哪些人群以及如何调整信息传递方式。我们使用细分技术来更好地了解有资格接受宫颈癌筛查的女性的人口统计学特征、态度和行为。我们开发了一个简短的在线问卷，其中包括人口统计学特征、对健康的态度以及宫颈癌筛查行为。我们使用简单的描述性统计来描述研究人群，使用主成分分析来定义细分部分。研究样本包括安大略省的 615 名女性，其中 508 名来自普通人群，107 名来自南亚；63.1%的人报告定期进行筛查。我们定义了四个代表样本的细分部分：i）积极主动型，ii）家庭第一型，iii）社交时尚型，iv）信仰驱动型。南亚人出现在所有细分部分中。处于家庭第一和信仰驱动细分部分的女性最不可能定期进行巴氏涂片检查，也最不可能了解人乳头瘤病毒（HPV）在宫颈癌中的作用。互联网是所有细分部分女性获取健康信息的热门来源，尤其是信仰驱动型女性。只有 69.2%的家庭第一型女性将家庭医生列为健康信息来源，而积极主动型女性中有 91.1%。未来的研究应重点关注如何最有效地接触到符合家庭第一和信仰驱动特征的女性，以及通过哪些沟通媒体。
