Preventing Cervical Cancer by Increasing Coverage of Visual Inspection with Acetic acid and Cryotherapy in Public Health Centre

Abstract

Based on the report of Sidoarjo District Health Office in 2014, the coverage of VIA (Visual Inspection with Acetic acid) was 0.32% from woman in reproductive-age (target 20%). While for cryotherapy, the coverage were 35.55% woman in reproductive-age with positive in VIA test (target 80 - 85%). The research objective was to make a recommendation to increase the coverage of VIA and cryotherapy examination by analyze the marketing mix aspect that need to be prioritized and improved. This was observational research with cross sectional design conducted in Wonoayu PHC, Sidoarjo in May-July 2016. Data analyzed based on the gap analysis between patient perception and expectation based on 7P aspect of marketing mix. Result showed that most patients find difficulties to reach Wonoayu PHC by public transportation. Patients also thought that it's hard to understand the promotion related to VIA and cryotherapy, location for promotion were not in the public places, also the method and media was unlikeable. VIA patient thought that the price was not affordable, and cryotherapy patient thought that the price was unsuitable for the service they got. Patient stated that the waiting room, payment counter, and examination room was messy and uncomfortable. Patient feels that the waiting process was too long, the examination process was violating privacy and the VIA process was hurtful. The conclusion is Wonoayu PHC need to improve the waiting room, examination room, and payment counter to be more comfortable, neat and clean. Wonoayu PHC also need to revise promotion method and media to make it more understandable and likeable by the patient. Related to price, it's needed to explain more detailed to the patient related to the expenses they need to pay for the examination, so they may understand and accept the price needed for VIA service and Cryotheraphy service. Also, it's important to explain the process of the examination first to the patient, and pay attention on the patient feeling during examination so they feel comfortable during the examination process.