Open AccessCo-Creating Healthcare Campaigns through Design and Social Marketing Approaches
Author(s) -
Edson Coutinho,
Da Silva,
Sílvio Augusto Minciotti
Publication year - 2022
Publication title -
british journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 2053-4051
pISSN - 2053-4043
DOI - 10.37745/bjms.13/vol10no1pp.1-12
Subject(s) - social marketing , agile software development , product (mathematics) , action plan , marketing , health care , process management , target audience , plan (archaeology) , business , public relations , action (physics) , knowledge management , computer science , political science , management , geometry , mathematics , software engineering , economics , law , physics , archaeology , quantum mechanics , history
This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a 'social product/service'; (b) social marketing canvas co-organises the strategies required to address the 'social product/service' to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.