Marketing : West Of Scotland Cancer Awareness Project

However, finding out about a deadly disease on a timely manner outweigh the risk of not knowing. For example, as mentioned before, a close friend name Yvonne died of colorectal cancer couple of years ago. The reason for her death was that she found out too late that she had CRC. Worse, after spending all her life savings, even though she had insurance, she had to listen to the physician telling her the most famous but detrimental words “there is nothing we can do for you at this stage.” With that said, the plan is to use stories like Yvonne’s to persuade all stakeholders that increasing the statistics with the number of survivors is the only and most advantageous option for all. Also, the Health Department can help convince policy makers to provide more funds to sustain such program relying on the fact that early screening can prevent colorectal cancer-related death by finding precancerous polyps, or by discovering CRC early (Center for Disease Control and Prevention, 2011). Early detection of CRC at a less advanced stage is easy to treat; therefore cost effective (Center for Disease Control and Prevention,

‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.’ - Kotler

Creating supportive environments is a vital key in regards to decreasing the burden of cancer and also addressing the issue of social justice. By creating environments where people feel comfortable in making health decisions without compromising themselves is something that this action area aims to create. This area gives people an equal opportunity to live in a place where they can easily make better decisions and have the resources and facilities to do so. For example, those who speak a language other than English, having access to newspapers and educational resources in their preferred language. The development of infrastructure such as women’s health Centre’s, walking paths, shade structures, safe and accessible pathways and cycle ways to encourage walking or riding as a mode of transport. Improving technology used in cancer diagnosis allows early and accurate cancer detection is used to help people that do have cancer to treat or cure it immediately. Also, to maintain support for people in Australia, there is easily accessible Internet and broadband access, cancer helpline, interpreter and sign language services and cancer support groups to create a supportive environment for Australians.

Cancer is one of the leading cause of death in Australia and has a considerable social and economic influence on individuals, families and the community. Statistics shows that Australia has third highest cancer rate approximately 323 people being diagnosed per 100,000 in the world. (Begg & etal, 2007, pg.116). According to the recent disease study in burden of disease by WHO and Global Burden of disease study 2012, the findings of study showed 16% and 19% of the total disease burden in Australia (Moore & et al, 2007 pg.88)). Cancer is the sixth most expensive chronic disease due to the high expenditure of treatment and management compared to other chronic disease. It has been further described that approximately $4.5 billion were spent on cancer in 2008-09, accounting for 7% of total healthcare expenditure on chronic disease (Australian Institute of Health and Welfare, 2013b, p.7) and 79% of total expenditure that spent on cancer patients who were admitted in hospital which is 20% more than the same expenditure that was spent on all

“Lets not call cancer patients as patients, they are cancer fighters. They are brave hearts” - Vikrmn, Gura. Nowadays, you hear more and more people getting cancer(13). It is a stress that many people worry about. You worry if one of your parents will get it. You pray your children don't’ get it. It’s a constant worry. You watch television and you can get this horrible monster from microwaving your food, drinking bottled water, carrying your phone in your pocket, using deodorant, coloring your hair and much more. Finding a cure for cancer would be a prayer answered for many.

As dental hygienists we are members of the healthcare community. That means that we have an extremely important role when it comes to the health of our patients. When patients present themselves in our treatment room, it is our responsibility to make sure we do not leave anything unexamined. We are professionals in the practice of identifying, preventing, and treating oral diseases. We do this by completing thorough extraoral and intraoral exams and being conscious of what to look for. One particular exam that we do is an oral cancer exam. As dental hygienists we are at the forefront in identifying this disease. In an article written by Nancy Burkhart, a coauthor of General and Oral Pathology for the Dental Hygienist, she states, “It is known that oral cancer is more likely to be detected in an early stage in the dental office than those found at a physician’s office, which tend to be at a later stage.” (Burkhart, 2014) This may be because dental hygienists focus more on the oral tissues than physicians do; or the fact that patients go to a doctor when it is already at advanced stages. It is imperative that we as dental hygienists know the signs and symptoms of oral cancer, as well as the risk factors involved in developing the disease and how it can be prevented. While it is important as a dental hygienist to identify oral diseases, it is more important to educate our patients on how they can avoid any potential abnormalities from becoming severe problems,

To this end, the goals of social marketing, as opposed to commercial marketing, is to elicit positive changes in the behaviours and opinions of the population that will positively benefit society on a local, national and international level.

The commodification of disease is a rapidly growing trend internationally. Most notably, this is prominent in every type of cancer to various degrees. Consumers buy into marketing tactics and get a sense of gratification when they purchase items branded with a cancer ribbon or other known symbol.

This book is directed to the many professionals in government, academia, public health and health care who need up to date information on the potential for reducing the impact of cancer, including physicians, nurses, epidemiologists, and research scientists. The main aim of the book is to provide a realistic appraisal of the evidence for both cancer prevention and cancer screening. In addition, the book provides an accounting of the extent programs based on available knowledge have impacted populations. Overview of the evidence base for cancer prevention and screening, as demonstrated in Epidemiologic Studies in Cancer Prevention and Screening, is critically important given current debates within the scientific community. Yet the knowledge available to prevent many cancers is incomplete, and even if we know the main causal factors for a cancer, we often lack the understanding to put this knowledge into

The white paper provided the guidelines and framework to tackle cancer at every stages and prevention. The health initiative ‘Be Clear on Cancer’ is only the beginning to get people aware of the signs and symptoms of cancer, so that patients are encouraged come in for cancer screening. In the UK, cancer treatment or the referral to a

Oral cancer is a devastating disease. Over eight thousand American lives are taken by oral cancer and only a fourth of these patients do not excessively drink alcohol or smoke tobacco, which are the two main causes of oral cancer (The Oral Cancer Foundation). Survival rates for oral cancer could be much higher if the population would take precautionary measures to reduce their chances of being diagnosed with oral cancer. When the use of alcohol and tobacco are decreased, the chances of acquiring oral cancer are also decreased. By visiting the dentist at least once every year, new lesions could be found. Unfortunately, only seven percent of the population, who visits the dentist regularly, receives a thorough oral cancer exam(The Oral

'Marketing merely reflects the needs and wants of customers.' We all need to eat, drink and sleep and reproduce, this is all part of who we are as human beings. Therefore at the basic level companies will strive to satisfy these functions and keep doing so by once in a while showing advertisements that tells the public that they are around and can provide the products they need.

However our concern here is not only about the cigarette as a product but with the ethics of cigarettes as well, that affect the social process of marketing. This is because marketing process makes things worse and is also considered as unethical, and as a result has a significant negative impact on the societal welfare. Multinational tobacco companies apply sophisticated strategies ( such as putting flavor in the cigarettes and placing cigarettes in the shops near the sweets to make them more appealing) and invest huge amounts of money for marketing, in order to establish brand familiarity and future loyalty among young peoplem, to secure profits in the long run. 'The tobacco epidemic is a man-made international health crisis, created and sustained by multinational tobacco corporations.' (Yach, Brinchmann, Bellet page 2).

In the past decades, the marketing environment has been changed radically. The approaches and philosophies of marketing have undergone a gigantic impact from the new social channels. Social marketing has emerged as required in the context. Kotler,P. and Zaltman,G (1971)

Societal Marketing: The marketing idea that they first asses the needs of their target market and then attempt to directly attack the market than