Social Marketing on Dengue Hemorrhagic Fever and Tuberculosis Prevention and Control Program in Pati, Central Java, Indonesia

Indonesia has the highest number of dengue fever cases in Southeast Asia and the second highest TB cases in the world. Both diseases are related to behavior. Social marketing focuses on changes in health behaviors. This study aimed to apply social marketing on dengue mosquito vector control and TB case finding and to analyze the effect of social marketing training on the knowledge and skills of community health workers (CHWs). A mixed method design was conducted in Pati, Central Java, Indonesia. First, a case study was conducted using field observation, in-depth interviews, focus group discussions (FGD), and document review. In-depth interviews and FGD were conducted on 55 participants including 40 community leaders and 15 CHWs. Data were analyzed using content analysis. Second, intervention study was conducted on social marketing training of 30 CHWs. The independent variable was social marketing training. The dependent variables were knowledge and skill of dengue mosquito vector control and TB case finding. The effect of training was analyzed by paired t test. The results showed that knowledge (p<0.001) and skill (p<0.001) in dengue mosquito vector control and TB case finding increased significantly after training. Qualitative assessment showed that CHWs were more able to identify health problems in the community and to perform TB case finding and dengue mosquito breeding place eradication. After training they also became more knowledgeable in applying social marketing approach to address the health problem. In conclusion, social marketing strategy can be used to address community health problem.