Evaluation of tooth brushing behavior change by social marketing approach among primary students in Qom, Iran: A quasi-experimental controlled study.

Ali Asghar Habibi ,Ahmad Reza Shamshiri,Mahdia Gholami

doi:10.1371/journal.pone.0206042

Ali Asghar Habibi , Ahmad Reza Shamshiri + Show 1 more

Open Access

https://doi.org/10.1371/journal.pone.0206042

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Journal: PloS one	Publication Date: Oct 22, 2018
Citations: 3	License type: CC BY 4.0

Affiliation: Tehran University of Medical Sciences

Abstract

ObjectivesNowadays traditional training methods for promotion of oral health behaviors cannot meet the demand of the society and there is a need for effective new methods. The aim of this study was to evaluate the effect of social marketing approach versus the traditional method on promotion of tooth brushing habits in primary school students of Kahak and Jafariyeh, Qom, Iran.Materials and methodsThis study was conducted in the 2016–2017 academic year. First, the reasons for lack of interest in proper tooth brushing were evaluated. Forgetting and laziness were determined as the most important reasons. According to these results, appropriate intervention tools related to proper tooth brushing habits were designed. Then, the students’ tooth brushing habits were recorded before the intervention. Students in Kahak that were considered non-randomly as intervention group received the designed educational package according to the social marketing approach for one and a half months. In Jafariyeh (control group), the students received training only through pamphlets as traditional method. After the intervention, the tooth brushing habits of the students were recorded. The habits before and after the intervention were compared using statistical tests.ResultsIncreased length of tooth brushing to at least two minutes was 28.0% in Kahak and 14.0% in Jafariyeh (P<0.001) and increased frequency of tooth brushing to at least two times per day was 30.5% in Kahak and 11.8% in Jafariyeh (P<0.001). Improvement in tooth brushing habits (at least two minutes twice daily) was 32.9% in Kahak and 13.0% in Jafariyeh (P<0.001).ConclusionThe use of the social marketing approach is more effective than traditional methods in promoting oral health behaviors.

Highlights

One of the WHO global goals for oral health objectives 2020 is to decrease the rate of DMFT, especially D, in subjects under 12 years with particular attention to high-risk groups [1]
The use of the social marketing approach is more effective than traditional methods in promoting oral health behaviors
Social marketing is the use of commercial marketing principles for analysis, design, implementation, and assessment of programs aiming at affecting voluntary behaviors of the target population to enhance the wellbeing of people and the society [4]

Summary

Introduction

One of the WHO global goals for oral health objectives 2020 is to decrease the rate of DMFT, especially D (decayed tooth), in subjects under 12 years with particular attention to high-risk groups [1]. Different tools can be employed to organize the activities during social marketing, including the Social Marketing Assessment and Response Tool (SMART) developed by Neiger and Thackeray in 1998 This tool has seven phases including Preliminary planning (Problem identification, goal setting, assessment method), Audience analysis (identification and needs assessment), Channel analysis (identification of appropriate communication channels), Market analysis (identification of supporting factors and competitors for behavior change, market mix principles (4P: product, price, place, promotion)), Development (preparation of intervention tools), Implementation, and Evaluation, in the mentioned sequence [6]

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