Application of the Marketing Mix to Health Promotion Marketing

Health promotion campaigns are used to raise awareness about health issues with the purpose of improving health outcomes and community wellbeing. They are important for increasing community awareness of health behavior changes. In the application of health promotion, social marketing can be used to influence changes in individual behavior. Social marketing encourages the social behavioral change of the target audience. This social behavioral change refers to the behavior of a certain number of target audiences, not just individual behavior. This research identified various social marketing success criteria to improve the performance of health promotion using decision-making method. Fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) is a structural causal relation method that has been verified effectual in congregating the viewpoints of professionals and thus providing information of greater reliability in various areas. F-DEMATEL method helps to identify the core problems and direction of improvement in complex systems by quantifying the degree to which criteria attributes interact with each other. This research applied F-DEMATEL to evaluate the complex interrelation success criteria of social marketing in order to effectively implement health promotion. Several effective criteria were derived from this research. These influential criteria are “Designing effective Communication message”, “Meeting the needs of beneficiaries”, “Providing more benefit than cost”, “Marketing mix elements”, “Customer orientation”, “Organizational advantage” and “Market selection”. The practitioner must consider the needs of the recipients to accomplish a successful social marketing campaign in health promotion. Moreover, the practitioner also has to design an attractive message and marketing mix strategy to communicate the benefits of the behavioral change to the target audience. Besides, the message delivered by the known organization increases the success of social marketing in promoting healthy lifestyle. This study provides important information for the non-profit organization about selecting the significant criteria to lead to the success of the campaign.

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Using Social Marketing as a Theoretical Framework to Understand Citizen Participation in Health Promotion

Social Marketing Quarterly ◽

10.1080/15245004.1999.9961045 ◽

1999 ◽

Vol 5 (2) ◽

pp. 42-55 ◽

Cited By ~ 2

Author(s):

Joan Wharf Higgins ◽

Patricia Vertinsky ◽

James Cutt ◽

Lawrence W. Green

Keyword(s):

Health Promotion ◽

Social Marketing ◽

Citizen Participation ◽

Health Reform ◽

Marketing Mix ◽

Reform Policy ◽

Consumer Perspective ◽

Promotion Planning ◽

Post Hoc ◽

Frequent Criticism

The concept of broad-based public participation is a fundamental element of health promotion and citizenship. There is a gap, however, between the promise and reality of citizen participation in health promotion. The purpose of this paper is to illustrate the utility of social marketing concepts in analyzing and better understanding the complexities of citizen participation. The data are drawn from a study on citizen participation during a recent health reform policy designed to foster health promotion in British Columbia, Canada. A social marketing framework was used to interpret the data and make sense of citizen participation in a post-hoc analysis, particularly using the concepts of understanding the consumer perspective, exchange, marketing mix and segmentation. The results contradict the frequent criticism in health promotion that social marketing tends to ignore the broader context of individual behavior. This paper argues that social marketing yielded new insights into understanding the societal circumstances that inhibited or fostered citizen participation and offers a discussion of the potential of social marketing as a tool for furthering citizen participation in health promotion planning.

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Factors Affected the Adjustment of Elders in the Health Promotion Center of the Elders at Boromarajonani College of Nursing Buddhachinaraj

Nursing and Health Sciences ◽

10.1046/j.1442-2018.2000.041.7.x ◽

2000 ◽

Vol 2 (2) ◽

pp. A4-A4

Author(s):

Panchit Kraungkumhang ◽

Vanda Maliwan

Keyword(s):

Health Promotion ◽

College Of Nursing

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Health psychology and health promotion

Zeitschrift für Gesundheitspsychologie ◽

10.1026/0943-8149.16.3.123 ◽

2008 ◽

Vol 16 (3) ◽

pp. 123-126 ◽

Cited By ~ 4

Author(s):

Toni Faltermaier

Keyword(s):

Health Psychology ◽

Health Promotion ◽

Health Resources ◽

Target Groups ◽

Occupational Groups ◽

Socially Disadvantaged ◽

Research Activities ◽

Health And Illness ◽

Prevention And Health Promotion ◽

Basic And Applied Research

Abstract. The Flensburg health psychology group takes a salutogenic perspective and aims at developing innovative health promotion approaches. It stands in the interdisciplinary context of health and educational sciences. Our focus in research is on both, stress processes and lay representations of health and illness in the context of salutogenic theories of health. Basic and applied research activities aim at developing subject-oriented approaches of prevention and health promotion that are designed to promote health resources and competencies in selected settings and target groups. Current research is concentrated on socially disadvantaged groups, on occupational groups and on men to develop tailored health promotion approaches that reach groups in need and which show sustainable effects.

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