title: A review of current practices to increase Chlamydia screening in the community--a consumer-centred social marketing perspective.
abstract: BACKGROUND
  Chlamydia trachomatis is one of the most frequently reported sexually transmitted infections (STI) in Australia, the UK and Europe. Yet, rates of screening for STIs remain low, especially in younger adults.
  
  
  OBJECTIVE
  To assess effectiveness of Chlamydia screening interventions targeting young adults in community-based settings, describe strategies utilized and assess them according to social marketing benchmark criteria.
  
  
  METHODS
  A systematic review of relevant literature between 2002 and 2012 in Medline, Web of Knowledge, PubMed, Scopus and the Cumulative Index to Nursing and Allied Health was undertaken.
  
  
  RESULTS
  Of 18 interventions identified, quality of evidence was low. Proportional screening rates varied, ranging from: 30.9 to 62.5% in educational settings (n = 4), 4.8 to 63% in media settings (n = 6) and from 5.7 to 44.5% in other settings (n = 7). Assessment against benchmark criteria found that interventions incorporating social marketing principles were more likely to achieve positive results, yet few did this comprehensively. Most demonstrated customer orientation and addressed barriers to presenting to a clinic for screening. Only one addressed barriers to presenting for treatment after a positive result. Promotional messages typically focused on providing facts and accessing a testing kit. Risk assessment tools appeared to promote screening among higher risk groups. Few evaluated treatment rates following positive results; therefore, impact of screening on treatment rates remains unknown.
  
  
  CONCLUSIONS
  Future interventions should consider utilizing a comprehensive social marketing approach, using formative research to increase insight and segmentation and tailoring of screening interventions. Easy community access to both screening and treatment should be prioritized.
authors.affiliation: Centre for Health Initiatives, University of Wollongong, Wollongong, NSW, Australia.
authors.forename: Lyn
authors.initials: L
authors.lastname: Phillipson
authors.affiliation: Marketing and Managements, Macquarie University, Sydney, NSW, Australia.
authors.forename: Ross
authors.initials: R
authors.lastname: Gordon
authors.affiliation: Centre for Health Initiatives, University of Wollongong, Wollongong, NSW, Australia.
authors.forename: Joanne
authors.initials: J
authors.lastname: Telenta
authors.affiliation: Centre for Health Initiatives, University of Wollongong, Wollongong, NSW, Australia.
authors.forename: Chris
authors.initials: C
authors.lastname: Magee
authors.affiliation: Illawarra Shoalhaven Local Health District, HIV/AIDS and Related Programs (HARP) Unit, Wollongong, NSW, Australia.
authors.forename: Marty
authors.initials: M
authors.lastname: Janssen
mesh_terms: D000293:Adolescent; D002690:Chlamydia Infections / Q000175:diagnosis*; D015438:Health Behavior; D006266:Health Education / Q000379:methods; D006801:Humans; D008403:Mass Screening; D012111:Residence Characteristics; D040241:Social Marketing; D055815:Young Adult
keywords: Chlamydia; consumer orientation; screening; sexual health; social marketing