Incitation à participer à une campagne de dépistage du cancer du col de l'utérus : expérience d'un centre de soins tertiaires au Canada.

Objectives: The main objective of this study was to determine the most cost-effective communications strategy for National Cervical Cancer Awareness Week. The secondary objectives were to identify the reasons women were not screened by their primary care provider and to determine the number of abnormal cytology results obtained as a result of the awareness week screening.

Methodology: As part of an evaluation of the quality of care, we reviewed the medical records of all patients who underwent cervical cancer screening at a Québec teaching hospital during National Cervical Cancer Awareness Week.

Results: A total of 202 women underwent screening during the national awareness week, held in October 2018. For 180 of the women, we were able to identify the communications strategies that led them to get screened and to obtain information on their follow-up care with their primary health care provider. No-cost marketing channels (including Facebook, the hospital website, and a news report and interview) led to 66 women (36.7%) participating, making these channels the most cost-effective. While 59% of the women had a family physician, 41% of them reported that their family physician did not perform pelvic exams. Abnormal cytology results were reported for 2.8% of the women.

Conclusion: No-cost communications channels were the most effective for raising awareness. The majority of participants had a family physician. Efforts to raise awareness of cervical cancer must continue in order to increase screening rates. In addition, strategies must be put in place to improve access to Pap tests.