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?
WHAT DOES THIS MEAN FOR YOU?
Successful social marketing programs seek insight into their consumers and the market and target segments of the population most likely to change
Effective approaches, like condom social marketing and social franchising of health services, should be replicated and scaled up
Cheng, H., Kotler, P., & Lee, N.R. (2011). Social Marketing for Public Health: Global Trends and Success Stories, Sudbury,
Massachusetts: Jones and Bartlett Publishers.