Preparing women for breast screening mammography: A feasibility study to determine the potential value of an on-line social network and information hub

• Ensure factual information is provided that is in textual format with images and video.
• Provide option to network in private.
• Develop health practitioners who can provide a balanced perspective in facilitating the sharing of true experiences.
• Work with employers to implement organisational changes.
• Target certain groups in more direct ways (i.e. those with lower self-efficacy in terms of on-line skills).

This feasibility study explored the attitudes of women towards social media for support about breast screening mammography. It sought their ideas about what a dedicated breast screening hub or Digital Support Network (DSN) might comprise; how they would network with other women on the DSN; what format information might take; and whether a health professional should be available on the DSN. Data comprised 94 survey questionnaires and two focus groups; one comprised women in the breast screening population age group, the other was a younger group. A socio-ecological framework was used to identify key influencers and potential barriers for the implementation of a mammography DSN. The study identified issues related to three intersecting concepts which influenced women's behaviour: on-line conversations about health in general; on-line conversations about breast screening mammography and the culture of privacy which makes conversing about intimate health (either face to face or on-line) difficult. Also, the transient nature of the mammography episode (three yearly), could mean an on-line breast screening digital network is challenging to sustain. super-users’ may be needed to continue on-line conversations. The health professional was also seen as essential for moderating potential misinformation shared by women although the participants were also insistent that ‘truth’ be shared.