A framework for evaluating health communication aimed at breast and cervical cancer screening adherence: A pilot study on websites of Italian local health organizations

ABSTRACT

This paper proposes a framework (OSEC-p model) for the evaluation of health communication, through websites, aimed at breast and cervical cancer screening adherence. For identification of the set of indicators of the model, content analysis of websites was adopted with coding based on both data-driven and theoretically-driven approaches. The proposed model comprises factors on multiple levels (macro-items, items, and micro-items), referring to the strategic orientation aimed at prevention, the organizational structure, corporate tools and stakeholder engagement, content on screening initiatives, compliance with communication principles, and website ergonomics. A pilot study on a sample of websites of Italian local health organizations confirms the applicability of the model and the usefulness of results and indications it offers. The OSEC-p can be considered the first step in a line of research not yet been investigated in the academic field, and aims to be a guideline for managers of healthcare organizations as it allows evaluation (and improvement) of communication via websites aimed at adhering to cancer prevention programs.

KEYWORDS:

• Health communication
• breast and cervical cancer
• screening adherence
• websites
• healthcare management

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 In Italy, depending on the Region, the acronym relating to local health organizations can vary: in Lombardy ATS (‘Agenzia di Tutela della Salute’ corresponding to ‘Health Protection Agency’); in Veneto ULSS (‘Unità Locale Socio Sanitaria’ corresponding to ‘Local Social Health Unit’); in Lazio ASL (‘Azienda Sanitaria Locale’ corresponding to ‘Local Health Authority’); in Tuscany USL (‘Unità Sanitaria Locale’ corresponding to ‘Local Health Unit’); in Campania ASL (‘Azienda Sanitaria Locale’ corresponding to ‘Local Health Authority’); in Sicily ASP (‘Azienda Sanitaria Provinciale’ corresponding to ‘Provincial Health Authority’).

2 In order to be accessible, a website must conform to the international technical standards set by the Web Content Accessibility Guidelines (WCAG) issued by the World Wide Web Consortium (W3C), an international organization established with the aim of developing standards for the web. Adoption of these criteria allows websites to provide services and share information that can be used by all users, thanks to the assistive technologies that enable alternative content and customized configurations.

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Francesca Conte

Francesca Conte, PhD, is Researcher at the Department of Political and Communication Sciences, University of Salerno (Italy), where she teaches Management of Public Organizations, E-commerce, Cultural Marketing. She is a member of the Italian Society of Management and Marketing. Her research interests mainly concern CSR communication, branding and big data. She published papers in leading international Journals, including Journal of Business Research, European Management Journal, International Journal of Tourism Research, CSR and Environmental Management.

Rosa Oro

Rosa Oro is Director of Training and Internship Activities and Lecturer at the Graduate Course in Midwifery at the University of Salerno (Italy). She has also taught other subjects in the field of obstetrics at the University of Naples. She serves as chairman of the Scientific Committee of the Rachelina Ambrosini Foundation, which cooperates with the organization Doctors with Africa Cuamm. She is a member of the Board of the Italian Society for Obstetrical-Neonatal-Gynecological Research. She has published articles in Italian and international journals (Italian Journal of Gynaecology and Obstetrics, Lucina, Psychology Hub, International Urogynecology Journal) as well as chapters in three books related to obstetrics.

Daniela Siano

Daniela Siano graduated in Obstetrics from the University of Salerno (Italy). She holds a first-level University master's degree in Scientific Research in Health Care. She is a member of the Professional Order of Midwives of the Province of Salerno. She is a member of the Italian Society for Obstetric - Neonatal - Gynecological Research. She is the co-author of a forthcoming paper in the Journal Clinical and Experimental Obstetrics & Gynecology.