Surveying Iranian Older Adults\' Perceptions of Colorectal Cancer Screening Based on Social Marketing Approach

Objectives In Iran, colorectal cancer (CC) is the second and third most common cancer in men and women, respectively, and the third cause of death. Screening is one of the best methods for early diagnosis and timely treatment of CC. This study aims to investigate the barriers and facilitators of CC screening from the perspective of older adults and healthcare personnel in Iran. Methods & Materials This is a qualitative study using the content analysis method and based on the social marketing approach. Participants were 30 older adults over 60 years old and eight healthcare personnel from Mashhad, Iran. Sampling was done using a purposive sampling method. The data collection was done through in-depth semi-structured interview until data saturation, by considering four main elements of social marketing (product, price, place, promotion). Results The mean age of older adults was 68.1±4.8 years. The product was the CC screening. The price-related barriers to screening were lack of awareness, mental/psychological barriers, belief barriers, and personal barriers. The places for CC screening included the places to receive information (comprehensive health centers, workplaces, addiction treatment centers, and blood transfusion centers) and places for screening (comprehensive health centers, hospitals and laboratories). Influential people/organizations and advertising were the best methods of promotion (encouraging to perform CC screening). Conclusion In order to increase CC screening in Iranian older adults, special attention should be paid to modifiable barriers. The healthcare providers can help the elderly to make voluntary decisions and participate in the screening tests by improving their knowledge and attitudes and reducing their fear of the screening. Health policy makers can also encourage the elderly to undergo CC screening by adopting and implementing appropriate financial policies and providing subsidies and governmental aid.