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ORIGINAL RESEARCH article
Front. Public Health
Sec. Public Health Education and Promotion
Volume 13 - 2025 | doi: 10.3389/fpubh.2025.1522850
Marketing strategies for promoting workplace hepatitis B and C virus testing: A cross-sectional study using correspondence analysis in Japan
Provisionally accepted- 1 Department of Preventive Medicine, School of Medicine, Tokai University, Isehara, Japan
- 2 Hepatitis Information Center, Research Center for Hepatitis and Immunology, National Center For Global Health and Medicine, Tokyo, Japan
Aim: In this study, we aimed to identify the priority group for promoting the implementation of hepatitis virus testing in Japanese workplaces. To this end, we determined (1) the workplace departments interested in hepatitis virus control, (2) the information required to implement testing, and (3) the most effective communication strategies and social networking services (SNS) for disseminating this information.Methods: We surveyed 2,000 executives and human resources (HR) personnel from various industries in Japan using an online questionnaire. Respondents were enquired about the information required for hepatitis testing, their use of information media and SNS, and their workplace hepatitis testing practices. Data were analyzed using co-occurrence networks, heat maps, and correspondence analysis to visualize the relationships between workplace positions and information needs, media, and SNS.Results: Education, training, and recruitment personnel, but not top managers, expressed strong interest in hepatitis virus testing and required information on medical facilities, communication, prejudice management, and support plans. These groups frequently use three typical Internet sites as information sources for human resources. Business owners were less interested in hepatitis control.Conclusions: Our findings will contribute to developing social marketing strategies for promoting hepatitis virus control in the workplace. Despite the government’s notice to strengthen measures against viral hepatitis, it may not be receiving enough attention from employers. A possible strategy is to share practical information with education and recruitment staff through HR-focused media. The validation of the effectiveness of this strategy remains warranted.
Keywords: hepatitis virus testing, Social networking services, Hepatocellular Carcinoma, Japan, Human resource (HR)
Received: 05 Nov 2024; Accepted: 20 Feb 2025.
Copyright: © 2025 Sakai, Nakazawa, Fukai, Furuya, Korenaga and Tatemichi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Kota Fukai, Department of Preventive Medicine, School of Medicine, Tokai University, Isehara, Japan
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