In Iran, the rate of cesarean section is three times more than the acceptable rate considered by the WHO. This study aimed at reducing the selection of cesarean section by primigravida through an intervention based on social marketing in Boyer-Ahmad County, Iran. In this field trial, 39 primigravida women were identified and selected as a target group.
Formative research was done to achieve the social marketing mix. The tailored intervention was developed based on the findings of productive research. Their intention for the cesarean section was studied one month again after the implementation of the intervention. The proportion test evaluated the effectiveness of the intervention.
The average age of the women was 25.82. 38.5 percent had a diploma degree, and lower than and 61.5 percent had a university degree. Before the intervention, 39 women intended to do Cesarean. The intention of 30 pregnant women was changed significantly one month after the intervention.
The study concluded that an intervention’s effectiveness based on consumer-oriented social marketing theory could reduce Cesarean intention. More reviews about vaginal delivery selection-related factors, especially from behavioral intention up to behavior, are suggested.