1. Understanding HPV vaccine initiation in Hispanic adolescents using social marketing theory
- Author
-
Natalie Fernandez-Espada, Chakema C. Carmack, Felicity L Cribbs, Becky T Muñoz, Angelica M. Roncancio, Miguel Ángel Cano, and Kristy K. Ward
- Subjects
medicine.medical_specialty ,030505 public health ,business.industry ,Public Health, Environmental and Occupational Health ,Cancer ,medicine.disease ,Social marketing ,Vaccination ,03 medical and health sciences ,Papillomavirus Vaccines ,0302 clinical medicine ,Health promotion ,Family medicine ,medicine ,030212 general & internal medicine ,Human papillomavirus ,0305 other medical science ,business - Abstract
Objective: Human papillomavirus (HPV) vaccination rates among Hispanic adolescents in the USA are far below recommended levels. Using a social marketing theory framework, we assessed the four Ps (product, price, place and promotion) as they relate to efforts to promote HPV vaccine initiation. Design: Qualitative study involving in-depth interviews. Setting: A large Southern city in the USA. Method: Eighty-five in-depth qualitative interviews were conducted with Spanish-speaking Hispanic mothers divided into initiated and uninitiated market segments based on whether or not their adolescent child had received the first dose of the HPV vaccine. Data were analysed using directed qualitative content analysis. Results: Results suggest that the desire to prevent illnesses and protect their child drives the decision to vaccinate (product). Most initiated mothers did not experience barriers to vaccination, and market segments described different potential barriers (price). Both marker segments reported that they needed vaccine information before vaccinating (price). Finally, interventions should target clinics, schools and community centres to raise awareness about the importance of vaccinating against HPV (place and promotion). Conclusion: Findings from this formative study can inform the development of an intervention to increase HPV vaccine initiation among Hispanic adolescents.
- Published
- 2019
- Full Text
- View/download PDF