Perception of breast cancer prevention campaigns among women in Brasov

• Author: Stefan M., Bratucu G., Chiþu I.B.
• Pages: 79-86

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Perception of breast cancer prevention campaigns

among women in Braşov

Mdlina ŞTEFAN1, Gabriel BRTUCU2, Ioana Bianca CHIU3

Abstract: Once health marketing appeared, the concern for its development and for health,

generally speaking, has increased, especially as regards the prevention of certain diseases.

Health marketing refers to marketing strategies and campaigns aimed not only at healthy

individuals, but also at the sick ones. Given that it is easier to prevent a disease and that

access to information nowadays is handy, the present paper aimed at analysing opinions and

attitudes of women in Brasov regarding prevention campaigns for breast cancer. Based on

the information from the quantitative research, conclusions have been drawn concerning the

level of knowledge of women in Brasov.

Key-words: social marketing, health marketing, quantitative research, breast cancer

research

1. Introduction

Marketing has gone through various stages to reach the form which it has today. The

first stage was the one targeted towards production. By analogy with business

marketing, which was founded on the idea of increasing results while reducing costs,

in the case of social marketing, one can speak of a growing number of social

programmes offered, while driving costs down for both the client and the sponsor of

the program (Pralea, 2013).

Health campaigns, although based on behavioural models available, have not had

the desired effect in most cases. In addition, most of them were based solely on the

communication component, neglecting other issues (Brtucu, Enache and Pralea, 2013).

Healthcare marketing aims at both healthy and sick individuals, which

involves the use of differentiated strategies and even the emergence of anti-

marketing strategies. The toughest strategies are related to the prevention of serious

diseases, incurable until now: cancer and AIDS, where strategies focus on

maintaining and preserving health (Brtucu, Ispas, 1999).

1 Transilvania University of Braşov, madalina.stefan@unitbv.ro

2 Transilvania University of Braşov, gabriel.bratucu@unitbv.ro

3 Transilvania University of Braşov, ioana.chitu@unitbv.ro