Anti-marketing of Drug Abuse by Means of Grounded Theory

Nowadays, arbitrary drug use is one of the most important problems in the world, including Iran. Due to the harmful effects of drug abuse, this study aimed to assess the cause of arbitrary use of drugs and anti-marketing strategies for drug use among Referrals to medical centers of social security organization in Ardabil.

This is an applied, objective and a qualitative research in terms of the nature of the research. In this study, the data from interviews with 21 patients and physicians of the Social Security Clinic of Ardabil city were analyzed using the Grounded Theory Method in three stages (open coding, axial coding and selective coding).

The findings of this study showed that the causes of drug abuse are in six areas of economic, access, cultural-social, barriers related to health centers, awareness, experience and attitude.

According to the findings of the research, the Ministry of Health, health centers and other related areas should plan on reducing the effects of identified factors on drug abuse. This is possible through reducing the cost of treatment, increasing the coverage of the health centers in terms of geographical coverage, and mass media campaigns in the area of education and informing the society.