scholarly journals Social marketing: a commercial marketing strategy for understanding and improving health

2021 ◽  
Vol 9 (7) ◽  
pp. 2153
Author(s):  
Mohan Kumar ◽  
Vineet Kumar Pathak ◽  
Saparya Tripathi
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Planning Process ◽  
Formative Research ◽  
Target Audience ◽  
Third Party ◽  
Mosquito Nets ◽  
Prevention And Health Promotion ◽  
Consumer Orientation ◽  
Mind Set

Disease prevention and health promotion is now looking forward to newer innovative platforms to bring social change. Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society (public health, safety, the environment and communities) as well as the target audience. There are many challenges of marketing approach in India like financial cost, non-availability of audience data, difficulty in measuring marketing efforts, negative demand benefit to third party etc. These challenges can be dealt with 8 benchmark of social marketing which includes exchange, self-interest, behaviour change, competition, audience segmentation, consumer orientation, formative research and marketing mix (4 ‘P’s). Currently in India, condoms are social marketed under NACP-IV which can be extended to OCPs, Injectable contraceptives, ORS, Mosquito nets etc. For success of social marketing incorporation of consumers as partners into the planning process is must along with training of health professionals to enable them to imbue public health organizations with a marketing mind-set. Grantees should be given sufficient time and resources to conduct formative research, develop evidence-based marketing strategies, pretest program interventions, and monitor program activities.

Promoting Alcohol-Free Pregnancy in Minnesota: A Case Study in Social Marketing

1995 ◽  
Vol 2 (2) ◽  
pp. 6-9
Author(s):  
Kim Miner ◽  
Lee Kingsbury ◽  
Gail Gentling ◽  
Don Bishop
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Planning Process ◽  
Prenatal Alcohol Exposure ◽  
Public Health Problem ◽  
Alcohol Exposure ◽  
The United States ◽  
Growth Delay ◽  
Health Staff

Alcohol use during pregnancy is a pressing public health problem in Minnesota as in the United States. Prenatal alcohol exposure can result in intellectual impairment, growth delay, facial malformations, and numerous emotional and social disabilities. Social marketing has emerged as an effective framework to plan and promote health-enhancing practices and polices. Several strategies characteristic of social marketing guided this campaign in Minnesota to promote alcohol-free pregnancy, including (1) an extensive, interdisciplinary planning process involving public health staff, a voluntary health organization, a statewide coalition, and a private agency specializing in advertising and market research, (2) research-based message development, (3) affirming messages designed to reinforce desired behavior, (4) coordinated radio and TV broadcast, and (5) linkages to community-based efforts. The following article presents this campaign as a case study in social marketing.

scholarly journals The Integration of Behavioural Change Models in Social Marketing Programs in Public Health

2019 ◽  
Vol 2 (1) ◽  
pp. 30-39
Author(s):  
Oxana Savciuc ◽  
Alina Timotin
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Behavioural Change ◽  
Health Sector ◽  
Marketing Research ◽  
Marketing Mix ◽  
Change Models ◽  
The Social ◽  
Consumer Orientation ◽  
Alternative Techniques

Abstract The aim of the paper is to provide a conceptual theoretical framework of the integration of the theories and models of behavioural change in the marketing mix of the social marketing programs applied in public health. A second purpose is to highlight the benefits of social marketing over alternative techniques used in programs that are designed to influence health behaviour. The research is a conceptual one, that uses both theoretical (through examination of theories and concepts) and applied approaches (through examination of particular cases and examples). In the specialized literature there are presented multiple models/theories of behavioural change, but their specific application in the marketing mix of the social marketing programs is insufficiently described. The need to use these theories in the public health sector arises from the extended application of social marketing in this field and the specificity of the domain. Eight main theories of behaviour change were studied according to their purpose, variables (possibility of segmentation) and limits. Accordingly, the study presents how these theories can be integrated in the process of social marketing implementation in defining the marketing mix strategy. In this regard, it is important to underline the advantages of using social marketing (in contrast to alternative techniques like PRECEDE/PROCEED or the ecological models), namely: it is based on consumer orientation, uses marketing research, creates attractive exchanges, considers competition, uses the marketing mix, ensures management of the processes. In addition, some elements of the alternative techniques can be taken over in the application of social marketing. Social marketing is a very useful practical tool, but it needs a well-grounded theoretical support in order to gain ground in front of other similar theories. This paper tends to enhance the theoretical tools available for researchers and practitioners.

Using a social marketing approach to develop a pro-diversity intervention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Markus Brauer ◽  
Anissa Dumesnil ◽  
Mitchell Robert Campbell
Keyword(s):  
Social Marketing ◽  
Academic Research ◽  
Target Audience ◽  
Content Type ◽  
Target Behaviors ◽  
Positive Attitudes ◽  
Discriminatory Behavior ◽  
Small Set ◽  
Targeted Messages ◽  
Marketing Approach

Purpose Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting. Design/methodology/approach We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits. Findings The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice. Originality/value The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.

Using the Turning Point Model State Public Health Law

2003 ◽  
Vol 31 (S4) ◽  
pp. 88-89
Author(s):  
Lawrence O. Gostin ◽  
Glen Safford ◽  
Deborah Erickson
Keyword(s):  
Public Health ◽  
Health Systems ◽  
Turning Point ◽  
Planning Process ◽  
National Level ◽  
Health Law ◽  
Point Model ◽  
Public Health Systems ◽  
State And Local ◽  
Local Levels

The Turning Point Initiative is an initiative for which the Robert Wood Johnson (RWJ) and W.K. Kellogg foundations partnered in order to fund a group of states and a number of communities within each of those states to work through a planning process to look at ways to strengthen their public health systems at the state and local levels. Out of that process, the states and communities would come together at the national level to talk about what they had been learning and what the issues were. There were a number of issues that resonated with all of the states.

scholarly journals Social marketing to address attitudes and behaviours related to preventable injuries in British Columbia, Canada

2018 ◽  
Vol 24 (Suppl 1) ◽  
pp. i52-i59 ◽  
Author(s):  
Jennifer Smith ◽  
Xin Zheng ◽  
Kevin Lafreniere ◽  
Ian Pike
Keyword(s):  
Public Health ◽  
British Columbia ◽  
Social Marketing ◽  
Online Survey ◽  
Public Attitudes ◽  
Target Population ◽  
Public Health Issue ◽  
Conscious Thought ◽  
Marketing Campaign ◽  
Social Marketing Campaign

BackgroundSocial marketing is a tool used in the domain of public health for prevention and public education. Because injury prevention is a priority public health issue in British Columbia, Canada, a 3-year consultation was undertaken to understand public attitudes towards preventable injuries and mount a province-wide social marketing campaign aimed at adults aged 25–55 years.MethodsPublic response to the campaign was assessed through an online survey administered to a regionally representative sample of adults within the target age group between 1 and 4 times per year on an ongoing basis since campaign launch. A linear regression model was applied to a subset of this data (n=5186 respondents) to test the association between exposure to the Preventable campaign and scores on perceived preventability of injuries as well as conscious forethought applied to injury-related behaviours.ResultsCampaign exposure was significant in both models (preventability: β=0.27, 95% CI 0.20 to 0.35; conscious thought: β=0.24, 95% CI 0.13 to 0.35), as was parental status (preventability: β=0.12, 95% CI 0.03 to 0.21; conscious thought: β=0.18, 95% CI 0.06 to 0.30). Exposure to the more recent campaign slogan was predictive of 0.47 higher score on conscious thought (95% CI 0.27 to 0.66).DiscussionThis study provides some evidence that the Preventable approach is having positive effect on attitudes and behaviours related to preventable injuries in the target population. Future work will seek to compare these data to other jurisdictions as the Preventable social marketing campaign expands to other parts of Canada.

Altered Standards of Care During an Influenza Pandemic: Identifying Ethical, Legal, and Practical Principles to Guide Decision Making

2009 ◽  
Vol 3 (S2) ◽  
pp. S132-S140 ◽  
Author(s):  
Donna Levin ◽  
Rebecca Orfaly Cadigan ◽  
Paul D. Biddinger ◽  
Suzanne Condon ◽  
Howard K. Koh ◽  
...  
Keyword(s):  
Public Health ◽  
Planning Process ◽  
Influenza Pandemic ◽  
State Level ◽  
Mass Casualty ◽  
Standards Of Care ◽  
Public Health Preparedness ◽  
Community Stakeholders ◽  
Mass Casualty Events ◽  
Public Health Officials

ABSTRACTAlthough widespread support favors prospective planning for altered standards of care during mass casualty events, the literature includes few, if any, accounts of groups that have formally addressed the overarching policy considerations at the state level. We describe the planning process undertaken by public health officials in the Commonwealth of Massachusetts, along with community and academic partners, to explore the issues surrounding altered standards of care in the event of pandemic influenza. Throughout 2006, the Massachusetts Department of Public Health and the Harvard School of Public Health Center for Public Health Preparedness jointly convened a working group comprising ethicists, lawyers, clinicians, and local and state public health officials to consider issues such as allocation of antiviral medications, prioritization of critical care, and state seizure of private assets. Community stakeholders were also engaged in the process through facilitated discussion of case scenarios focused on these and other issues. The objective of this initiative was to establish a framework and some fundamental principles that would subsequently guide the process of establishing specific altered standards of care protocols. The group collectively identified 4 goals and 7 principles to guide the equitable allocation of limited resources and establishment of altered standards of care protocols. Reviewing and analyzing this process to date may serve as a resource for other states. (Disaster Med Public Health Preparedness. 2009;3(Suppl 2):S132–S140)

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