Social Marketing Evidence Base

SOCIAL MARKETING

 WHAT IS SOCIAL MARKETING?

A strategy that uses marketing concepts — product design, appropriate pricing, sales and distribution, and communications — to influence behaviours that benefit individuals and communities for the greater good.1 Social marketing programs sell subsidized products through commercial sector outlets like pharmacies, distribute products for free, deliver health services through social franchises, and promote behaviours not dependent upon a product or service, like hand washing.

 

HOW DOES SOCIAL MARKETING LEAD TO BETTER HEALTH?

 

HOW DOES SOCIAL MARKETING LEAD TO BETTER HEALTH

 

 

 

 

 

 

 

 

 

 

 

                                                                                        

 

 

 

WHAT DOES THIS MEAN FOR YOU?

Social marketing can make people healthier  Social marketing can make people healthier

Successful social marketing programs seek insight into their consumers and the market and target segments of the population most likely to change  

Successful social marketing programs seek insight

More social marketing evaluations are needed to fill gaps in the evidence   More social marketing evaluations are needed to fill gaps in the evidence

Effective approaches, like condom social marketing and social franchising of health services, should be replicated and scaled up

Effective approaches, like condom social marketing and social franchising of health

 

REFERENCES

Cheng, H., Kotler, P., & Lee, N.R. (2011). Social Marketing for Public Health: Global Trends and Success Stories, Sudbury,
Massachusetts: Jones and Bartlett Publishers.

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