Analysis of communication strategies in promoting cytopathological examination: qualitative study

Abstract

The objective of this study was to understand the strategic communication actions of nurses in Primary Care in their active search for women to undergo cytopathological tests. This is an exploratory, qualitative study conducted with nurses in UBSs (Basic Health Units) in rural and urban areas of a municipality in the interior of Pernambuco between May and June 2024.  The data were analyzed using the software Interface de R pour les Analyses Multidimensionnelles de Textes et de Questionnaires. From the maximum tree, two central nuclei emerged, in which the terms “woman” and “community health agent” are found. From the emerging core of the term “woman,” two other cores emerged: one in red, predominantly related to the terms “exam,” “perform,” “visit,” and “strategy,” and the second core, in blue, with the terms “be,” “understand,” and “speak.” The lexicographic content was organized into six classes: importance of the community health worker, communication strategies, strategies for attracting patients resistant to the exam, strategies for meeting goals, continuing education for nurses, and challenges in promoting cytological exams. The study showed that promoting cytopathological screening requires efforts by the health and education sectors, the media, social institutions, and community organizations. It is essential that such actions also include community leaders. The active participation of nurses as health educators and campaign facilitators, combined with the creation of public policies that encourage the dissemination of accessible information, significantly increased adherence to the exam.