Social Marketing: Theoretical and Practical Perspectives

By Marvin E. Goldberg; Martin Fishbein et al. | Go to book overview
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Chapter 8
Demographic and Lifestyle Data: A Practical Application to Stimulating Compliance with Mammography Guidelines Among Poor Women

Cynthia Currence
American Cancer Society, Atlanta


Breast cancer is the number one cause of cancer deaths among women and the incidence of this disease is increasing. According to national surveys, it is women's number one health concern. In an effort to help women detect this problem early, when it is most survivable, the American Cancer Society has placed mammography screening as a core priority in their strategic plan. Cancer organizations have made great strides in increasing midincome to wealthy women's first-time use of mammography, but the behavior is much weaker among the poor population and minority groups. Traditional intervention approaches have not generated the desired behavior among these groups.

This chapter illustrates the use of geo-demographic and lifestyle data to influence mammography usage among poor, older, African-American women in central Atlanta. The Claritas PRIZM system was used to identify the market, understand the market's characteristics and needs, and select media channels and messages to influence behavior among women in this market group ( Reardon, 1994). Attitudinal data was also used to refine messages. A subsequent test demonstrates the impact of nontraditional media as recommended in the previous analysis to reach the specified market.

In the 1930s, the data were available to enable organizations and individuals to predict certain human behavior and responses based on analysis of basic demographic characteristics, lifestyle habits, buyer behavior, and dominant media behavior. At that time, however, the technology was not available to perform detailed and timely analysis. Today, such power exists


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