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

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.