Open AccessThe application of social marketing principles in health care campaigns
Author(s) -
Ligia Pop,
Norbert Stenczel,
Victor Purcărea,
Iuliana Florentina Gheorghe,
Laura Tribus,
Gabriela Oniga
Publication year - 2021
Publication title -
romanian journal of military medicine
Language(s) - English
Resource type - Journals
eISSN - 2501-2312
pISSN - 1222-5126
DOI - 10.55453/rjmm.2021.124.3.9
Subject(s) - social marketing , public relations , health care , target audience , marketing , intervention (counseling) , behavior change , plan (archaeology) , public health , business , psychology , medicine , political science , nursing , social psychology , archaeology , law , history
Social Marketing offers new insight into the design of health care programs that focus on the comprehensive vision of understanding the target audience. As there have been several confusions between the Health Care Social Marketing and education or preventive health care programs, the characteristics refer to the social good and behavior change on voluntary grounds. This paper aimed to elaborate some guidelines for Health Care Social Marketing campaigns to increase the chances of success and trigger the expected behavioral change in the target audience. To ensure the successful implementation of a Social Marketing campaign in health care, a plan that describes the necessary steps to respond in terms of efficiency and effectiveness to the public health campaign outcomes needs to be elaborated. The proposed model has three levels of intervention, as found in the scientific literature: Diagnosis of social problems, Benefits, and social change, and Social Marketing Mix.