Enhancing Women's Health Messaging to Combat Cancer and Save Lives

Cervical cancer remains the fourth most common cancer among women worldwide, with the World Health Organization reporting around 660,000 new cases and approximately 350,000 deaths in 2022. Early detection through screening is vital for improving survival rates; however, many women, especially in low- to middle-income countries, face barriers to receiving these potentially life-saving exams.

Research from Texas McCombs highlights trust as a key factor in encouraging women to participate in screening programs. When health messages are delivered by credible sources such as doctors or peers, women are more likely to seek screening. The study, published in the Journal of Marketing, stemmed from collaborations with healthcare providers and local nonprofits in India. Despite awareness of the screening options, social stigma and cultural norms around reproductive health hinder women from taking proactive steps.

Nivsarkar, a doctoral student involved in the research, emphasized that social stigma and sociocultural barriers significantly impact women's health decisions. Traditional methods, such as infographics, are less effective compared to personalized videos recorded by trusted individuals, including healthcare professionals and peers. The research found that matching the role of the messenger with the message's intent amplifies the impact.

Specifically, peer-led messages that empower women and promote ownership of their health increased screening participation by 36.5%, potentially reaching over 21 million women in India. Similarly, messages from doctors and relatable sources influenced women to value screening more and enabled clinics to extend their services to more women.

The findings suggest that health campaigns should leverage peer influence and culturally sensitive messaging rather than relying solely on factual information. These strategies could be adapted to address other health issues involving social stigma, such as mental health or reproductive health services. Overall, shifting towards trust-based, personalized communication holds promise for improving screening rates and reducing the burden of preventable cancers.

For more details, see the original study: Vedha Ponnappan et al, EXPRESS: Fit to Persuade: The Role of Source–Appeal Congruence in Cancer Screening Decisions, Journal of Marketing (2025). Source: MedicalXpress.