title: [Clinical impact of social marketing strategy on breast cancer detection].
abstract: OBJECTIVE
  to prove the impact of social marketing strategies in breast cancer detection, taking as a parameter the number of mammographies performed.
  
  
  METHODS
  quasi-experimental research, before and after. Sixty-nine physicians in charge of medical consultation and fourteen nurses were studied for a period of seven months, applying social marketing strategies. The total of mammographies were analyzed using Wilcoxon rank-sum test (p < 0.05).
  
  
  RESULTS
  morning schedule: medical consultation with a base of 1.5 mammographies monthly by physician office, first and second month after intervention of 2.45 (p = 0.007); nurses with a base of 2.14 mammographies, first and second month after intervention were 3.25 (p = 0.007) and 3.28 (p = 0.000), respectively. Afternoon schedule: medical consultation, base were 0.47, first and second month after intervention were 2.38 (p = 0.000) and 2.35 (p = 0.000) respectively; nurses with a base of 0.85, first and second month 2.79 (p = 0.000) and 3.91 (p = 0.000), respectively.
  
  
  CONCLUSIONS
  social marketing proved to be an adequate strategy, which has an impact on the clinical practice of both physicians and nurses.
authors.affiliation: Instituto Mexicano del Seguro Social, Guadalajara, Jalisco, Mexico.
authors.forename: Adriana Guadalupe
authors.initials: AG
authors.lastname: Quintana-Vidaurri
authors.forename: Luis Alejandro
authors.initials: LA
authors.lastname: Santana-Chávez
authors.forename: Cynthia Guadalupe
authors.initials: CG
authors.lastname: González-Villalobos
mesh_terms: D001943:Breast Neoplasms / Q000000981:diagnostic imaging*; D055088:Early Detection of Cancer / Q000379:methods*; D005260:Female; D006801:Humans; D008327:Mammography / Q000706:statistics & numerical data*; D040241:Social Marketing
keywords: breast neoplasms; conducta de reducción de riesgo; detección precoz del cáncer; early detection of cancer; mercadeo social; neoplasias de la mama; risk reduction behavior; social marketing