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Abstract
Objectives:The main objectives wasto assess the effect of social marketing campaignon the utilization of Family Medicine clinics services andto detect the causes of underutilization of these servicesat Hadaek Al Kobba family health center, Cairo Governorate. Methodology:An intervention study using a convenient sample. The total number of the participants in the study was 1193 participant (631, pre campaign and 562, post campaign) divided into 5 groups as follow: group 1: Regular attender to FMC (pre campaign), group 2: Non users / partial users to FMC (pre campaign), group 3: Number of people in field survey (pre campaign), group 4: Regular attender to FMC (post campaign), group 5: Non users/partial users to FMC (post campaign). Three months campaign included internal and external marketing seminars, dissemination of promotional materials. Hadaek Al Kobba health district, some schools, the health club leaders and the volunteers were partners in the implementation of the campaign Result:The social marketing campaign was able to increase the flow number of the new patients attending family medicine clinics,the number of new family files opened,the number of files used by the regular attender through their follow up visits,increase the frequency of weekly visits of regular attenders and decrease the number of nonusers/partial users who chose lake of knowledge about the service as a cause of underutilization post campaign. Conclusion and Recommendation: Social marketing is an effective intervention to promote the utilization of the services provided by family medicine clinics at Hadaek Al Kobba FHC. Based on the results, it is recommended that the use of social marketing activities is an essential step to increase awareness of the family medicine specialty and its importance in serving the community, which in its turn improve its utilization