Effects of Integration of Social Marketing and Health Belief Model for Preventing Cholangiocarcinoma in High-Risk Areas of Thailand: A Community Intervention Study.

Introduction/objective: To examine the effects of applying social marketing and Health Belief Model (HBM) in preventing cholangiocarcinoma (CCA) in high-risk areas of Thailand.

Methods: About 2 randomized high-risk areas of CCA from multiple-stage sampling were assigned as study areas. The 150 participants were allocated to the experimental group, which received a 12-week health education program that applied social marketing and HBM.