Volume 8, Issue 4 (Winter 2026)
Iran J Health Insur 2026, 8(4): 319-331 |
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Research code: 14132400739722586026162803345
Ethics code: IR.IAU.VARAMIN.REC.1404.068
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Berahmoghadam K, Vahdat S, Hesam S. Analyzing Factors Related to Breast Cancer Screening in Iran: Application of a Social Marketing Approach. Iran J Health Insur 2026; 8 (4) :319-331
URL: http://journal.ihio.gov.ir/article-1-390-en.html
URL: http://journal.ihio.gov.ir/article-1-390-en.html
1- Department of Health Service Administration, ST.C., Islamic Azad University, Tehran, Iran
2- Department of Health Service Administration, ST.C., Islamic Azad University, Tehran, Iran ,Sha_vahdat@iau.ac.ir
2- Department of Health Service Administration, ST.C., Islamic Azad University, Tehran, Iran ,
Abstract: (46 Views)
Introduction: Breast cancer is the most common malignancy in women, and despite the high incidence rate in Iran, participation in screening programs remains low. Previous studies of breast cancer have paid less attention to structural and systemic analysis using management models. The aim of this study was to identify and comprehensively analyze the factors affecting the promotion of women’s participation in breast cancer screening programs in health centers using the integrated service marketing (7P) conceptual framework.
Methods: This qualitative study, employing thematic analysis, involved 22 participants (12 service providers and 10 service recipients) in Razavi Khorasan Province. Data were collected through semi-structured interviews and analyzed using Braun and Clarke’s six-stage thematic analysis method.
Results: Within the seven main components of the 7P model, the most important findings were: the need to define operational bottlenecks and link insurance to healthcare (frequency of 49.8%) and focusing on effective education regarding breast cancer screening activities (frequency of 41.5%) in the Product component; utilizing digital media and local networks (frequency of 41.6%) in the Promotion component; fear of cancer diagnosis (approximately 65%) and access costs (91.6%) as major barriers in the Price component; the necessity of training and motivating staff (58.3%) and the quality of human interactions (50%) in the People component; access challenges (36.3%) and unsuitable physical space (45.4%) in the Place and Physical Evidence components; weaknesses in the follow-up and referral system (36.3%) and the need to simplify procedures (41.6%) in the Process component. Overall, “the psychological costs of fear of diagnosis” and “failure in the follow-up and referral process,” as well as weaknesses in “continuous promotion” and “quality of human interaction,” were identified as key barriers.
Conclusion: The success of breast cancer screening programs in Iran requires a systemic and comprehensive approach. Designing multifaceted and integrated interventions based on the seven dimensions of the 7P model can help address the identified barriers and increase the effective coverage of this vital program. To promote women’s participation, interventions to reduce fear and psychological costs, improve systemic follow-up processes, and enhance human interactions must be designed.
Methods: This qualitative study, employing thematic analysis, involved 22 participants (12 service providers and 10 service recipients) in Razavi Khorasan Province. Data were collected through semi-structured interviews and analyzed using Braun and Clarke’s six-stage thematic analysis method.
Results: Within the seven main components of the 7P model, the most important findings were: the need to define operational bottlenecks and link insurance to healthcare (frequency of 49.8%) and focusing on effective education regarding breast cancer screening activities (frequency of 41.5%) in the Product component; utilizing digital media and local networks (frequency of 41.6%) in the Promotion component; fear of cancer diagnosis (approximately 65%) and access costs (91.6%) as major barriers in the Price component; the necessity of training and motivating staff (58.3%) and the quality of human interactions (50%) in the People component; access challenges (36.3%) and unsuitable physical space (45.4%) in the Place and Physical Evidence components; weaknesses in the follow-up and referral system (36.3%) and the need to simplify procedures (41.6%) in the Process component. Overall, “the psychological costs of fear of diagnosis” and “failure in the follow-up and referral process,” as well as weaknesses in “continuous promotion” and “quality of human interaction,” were identified as key barriers.
Conclusion: The success of breast cancer screening programs in Iran requires a systemic and comprehensive approach. Designing multifaceted and integrated interventions based on the seven dimensions of the 7P model can help address the identified barriers and increase the effective coverage of this vital program. To promote women’s participation, interventions to reduce fear and psychological costs, improve systemic follow-up processes, and enhance human interactions must be designed.
Type of Study: Research |
Subject:
Special
Received: 2025/10/5 | Revised: 2026/05/17 | Accepted: 2026/01/31 | ePublished: 2026/02/14
Received: 2025/10/5 | Revised: 2026/05/17 | Accepted: 2026/01/31 | ePublished: 2026/02/14
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