By Kathleen A. Brehony, Lee W. Frederiksen, Laura J. Solomon (auth.), Lee W. Frederiksen, Laura J. Solomon, Kathleen A. Brehony (eds.)
This is a ebook that grew out of frustration. the disappointment used to be rooted in our failed makes an attempt to aid humans adjust health-related habit. From a behavioral medication standpoint, it was once easily obvious to us that there have been many stuff humans may well do to enhance their well-being. a few of these have been preventive behaviors, while others have been even more healing or rehabilitative in nature. placed in a different way, there have been particular recognized behavioral innovations that individuals might use to take care of or regain their solid well-being. but regardless of our strong intentions, enthusiasm, and substantial efforts, whatever used to be unsuitable. humans dropped out of remedy or didn't keep on with behavioral prescriptions. Workshops and clinics have been half-empty. If humans might attend workshops or stick with healing courses, their health and wellbeing would receive advantages. but in our event and within the adventure of such a lot of our colleagues, compliance to therapy courses used to be an immense challenge. confronted with this type of state of affairs, you could blame the victim-in this situation the customer. it's normal to listen to therapists speak of poorly inspired consumers, whinge that individuals are only no longer drawn to bettering their overall healthiness, or perhaps speculate approximately people's self-destructive developments. even if this can be comforting to the thera pist, it does little or no to resolve the matter. What was once wanted was once an method of enhance adherence to healing courses instead of comforting excuses for his or her failure. it's during this context that we turned uncovered to the realm of social marketing.
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Extra info for Marketing Health Behavior: Principles, Techniques, and Applications
Example text
In fact, 57% expected to be smoking five years later (Center for Disease Control, 1976). The problem is how to help smokers actually quit smoking-not simply how to convince them to want to stop smoking. Social marketing cannot be effective unless it is addressed to the right problem. Antismoking forces must begin by researching why smokers start to smoke, why they continue, and why they fail to be able to quit when they want to. A knowledge of the forces that encourage and discourage smoking helps to establish the nature of the problem as well as to suggest intervention strategies.
To get the mass media to publicize the cause, the marketers would visit editors to sell their cause. Thus, the problem of convincing business establishments to set up separate nonsmoking sections turns out to require an elaborate linking of influence channels. Marketing Strategies and Tactics Change agents can now consider possible strategies used by other change agents and generate additional strategies by brainstorming and by reviewing the four P's of the marketing mix. Table 1 shows an application of the four-p framework to the problem of discouraging cigarette smoking.
For example, social marketers have advised public health officials who are running immunization campaigns in remote villages to offer small gifts to people who show up for vaccinations. Some hospitals in South America run price specials on certain days in which people who come in for health checkups pay less then the normal charge. The sales promotion area is rich with tools that the marketer can use to promote social causes. The fourth element added by social marketing is facilitation. Since time and Social Marketing of Health Behavior 27 effort are necessary investments for anyone wishing to change his or her behavior, marketers consider ways to make it easier for people to adopt the new behavior.