How social marketing works in health care
- 18 May 2006
- Vol. 332 (7551), 1207.2-1210
- https://doi.org/10.1136/bmj.332.7551.1207-a
Abstract
In the preface to Marketing Social Change, Andreasen defines social marketing as “the application of proven concepts and techniques drawn from the commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior… This marketing approach has an immense potential to affect major social problems if we can only learn how to harness its power.”1 By “proven techniques” Andreasen meant methods drawn from behavioural theory, persuasion psychology, and marketing science with regard to health behaviour, human reactions to messages and message delivery, and the “marketing mix” or “four Ps” of marketing (place, price, product, and promotion).2 These methods include using behavioural theory to influence behaviour that affects health; assessing factors that underlie the receptivity of audiences to messages, such as the credibility and likeability of the argument; and strategic marketing of messages that aim to change the behaviour of target audiences using the four Ps.3This publication has 5 references indexed in Scilit:
- Evaluating the truth®BrandJournal of Health Communication, 2005
- Evidence of a Dose—Response Relationship Between “truth” Antismoking Ads and Youth Smoking PrevalenceAmerican Journal of Public Health, 2005
- The VERB™ Campaign Logic Model: A Tool for Planning and Evaluation2004
- Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media CampaignCommunication Theory, 2003
- Stages of change in the modification of problem behaviors.1992