Health care agencies and providers often compete for consumer dollars by marketing ‘quality’ health care services that match consumers’ expectations of quality and their perceived health care needs. While researchers have discovered a great deal about what urban and suburban, insured, European American consumers’ perceived needs and expectations are in regard to primary health care services, relatively few of these studies have examined the primary health care perceptions and expectations of rural, impoverished, people of color. Consequently, little is known about rural African American women’s (RAAW’s) perceptions and expectations of quality health care or how to meet their perceived needs. To better understand the MMG utilization behaviors of RAAW, we employed a qualitative design to examine RAAW’s perceptions and expectations of a quality mammogram. We conducted individual, face-to-face, interviews with twenty-four RAAW in Georgia. We asked the question, ‘How would you describe a quality mammogram experience’? The data analysis revealed three categories and ten relational themes that represented RAAW’s perceptions and expectations of a quality mammogram experience. Categories were (1) Treat Me With Respect, (2) Explain Things to Me, and (3) Know What You are Doing. The categories and related themes depict RAAW perceptions of a quality mammogram experience as one with both interpersonal and technical elements. The participants in this study who perceived quality indicators were present in their mammogram experience consistently participated in mammogram screening. Whereas RAAW who perceived quality indicators were absent did not consistently participate in mammogram screening.
Learning Objectives: At the conclusion of the session, the participant in this session will be able to: 1. List three categories and ten related themes that rural African American women (RAAW)perceive as indicators of a quality mammogram. 2. Describe how perceptions and expectations of quality relate to the mammography screening behaviors of RAAW. 3. Apply knowledge of RAAW's perceptions and expectations of a quality mammogram experience to better understand the mammography screening behaviors of RAAW.
Keywords: Mammography Screening, Quality
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.