Why Rebrand the Most Successful Brand in Gynecology, the Pap Smear? — YRD
  1. Schedule
  2. Session 7
  3. Why Rebrand the Most Successful Brand in Gynecology, the Pap Smear?

Why Rebrand the Most Successful Brand in Gynecology, the Pap Smear? (2560)

Bernd C Schmid 1 2 , Günther A REZNICZEK 3 , Jamie CARLSON 4 , Benjamin LUCA 5 , Anthony PROIETTO 1 , Kenneth JAABACK 1
  1. Department of Gynaecological Oncology, John Hunter Hospital, New Lambton Heights , NSW, Australia
  2. The Royal Women's Hospital Melbourne, Melbourne, VIC, Australia
  3. Department of Obstetrics and Gynecology, Ruhr-Universität Bochum (Marien Hospital Herne), Herne, NRW, Germany
  4. University of Newcastle, Newcastle Business School, Faculty of Business and Law , Newcastle, NSW, Australia
  5. School of Business and Economics, Department of Marketing & Supply Chain Management, and Business Intelligence and Smart Services Institute (BISS), Maastricht University, Maastricht, The Netherlands

Objective. To assess the preferred term for cervical cancer screening (“HPV test” versus a hypothetical “New Pap smear”), the proportion of women who consider cervical cancer to be caused by a sexually transmitted disease, and what role brand perception in women towards the brand “Pap smear” might have.

Methods. A Web-based surveywas conducted. Responses from 769 Australian and 704 U.S. women were analyzed.

Results. The majority of women (70%) preferred the New Pap smear over the HPV test (30%). 68% do not consider cervical cancer to be caused by a STD. 

Conclusion. Pap smear is accepted and trusted by patients as a screening test for cervical cancer. It is essential that success of the transition from cytology to HPV test-based cervical screening is optimized and participation is not only maintained but improved. If we change the brand we stand to lose the trust of women which has taken decades to develop.