Social Marketing

The consumer-driven application of marketing principles and techniques to program development, implementation, and evaluation in an effort to promote change or modification in health behavior (Kotler, Roberto, & Lee, 2002).

Applied to health promotion, social marketing requires program planners to provide products and services that are acceptable to the community. Products may include vegetarian cookbooks or pamphlets with the basic food guide information. Services may include the development of nutrition education programs and cooking classes.

The promotion aspect of the health program can be accomplished through the media, distribution of flyers, personal invitations, and word of mouth. The right place must also be found to make the products and services available to the community. Services and products can be offered at community centers, service clubs, tribal halls, churches, and worksites. In addition, health education materials can be made available at supermarkets, public libraries, clinics, and hospital waiting rooms.

Price includes the cost to produce and market the products and services (health education programs), taking into consideration time, transportation opportunities, and accessibility.

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