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From care to prevention in the NHS
Published in Kathy Knox, Krzysztof Kubacki, Sharyn Rundle-Thiele, Stakeholder Involvement in Social Marketing, 2020
The GMHSCP comprises the ten local authorities which make up Greater Manchester along with the ten CCGs from the Greater Manchester region. CCGs who are responsible for commissioning services and NHSE. However, it is not simply the health and social care agencies such as NHS and local authorities who are key to the partnership but also the community, voluntary, and social enterprise sector as well as Greater Manchester Police, the Greater Manchester Fire and Rescue Service, and universities among many others. Setting its strategic aim also acknowledges the role that education, work, and housing contribute to the well-being of the population, and so the partnership is working to ensure an alignment between services. The rationale for our concentration on the public health context where social marketing rather than clinical interventions is the clear focus is two-fold: The Health and Social Care Act 2012 includes a clear agenda for public health and reducing health inequalities.In Greater Manchester, two thirds of early deaths are the result of poor lifestyle choices (GMHSC, 2019).
Men, obesity and the media
Published in Alan White, Maggie Pettifer, Hazardous Waist, 2018
Social marketing campaigns need to be ethical, effective and of high quality. In developing these programmes, a comprehensive public health brief with clear goals and messages should be developed, and it is vital that all communications are pretested with the audience.
Marketing masculinities: a social marketing approach to promoting men’s mental health
Published in David Conrad, Alan White, Alastair Campbell, Louis Appleby, Promoting Men’s Mental Health, 2018
Social marketing is not a new concept. The term ‘social marketing’ was first used by Kotler and Zaltman in 1971 to describe ‘the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good’. Health-related social marketing is the systemic application of marketing concepts and techniques to achieve specific behavioural goals to improve health and reduce health inequalities. Social marketing thinking has informed health-related behavioural change interventions for a decade in the US, Australia and Canada.
The role of stigma and spirituality on mental health help-Seeking behavior: an experimental approach
Published in Journal of Communication in Healthcare, 2023
Elyria Kemp, McDowell Porter, Jane S. Cromartie, Kristi M. Williams
In addition, multiple channels should be used for communications and messaging. For example, the prevalence of social media, which sometimes creates pressure to project a happy, well-connected image, may make millennials more likely to experience stigma surrounding mental health. Social marketing messages can be strategically placed on social media platforms, conveying that there is no shame in obtaining help for a mental health condition [47]. Furthermore, consumer-centric services that involve self-help interventions and provide support can be offered [48–50]. Such offerings provide agency for individuals in addressing health challenges, which can lead to greater engagement. This information can be disseminated conveniently on the web and through mobile apps—providing greater access.
Preconception care counselling among women with sickle cell anaemia in the south of Iran: a qualitative study based on social marketing model
Published in Journal of Obstetrics and Gynaecology, 2022
Asiyeh Pormehr-Yabandeh, Teamur Aghamolaei, Zahra Hosseini, Nasibeh Roozbeh, Amin Ghanbarnezhad
In many countries, social marketing has been considered at the core of interventions to solve health issues (Shams and Shamsi 2013). In this model, social marketing principles and methods are used to transfer desirable ideas and behaviours to the target group (Maleki et al. 2014). Using the two key principles of social marketing is one way to encourage participation in Preconception care counselling. The first principle is to develop the 4P model's four constructs, which include an assessment of public perceptions of the likely benefits of a new behaviour or consequence (product), the potential social, psychological, or actual costs and benefits of new behaviour (price), how to promote the behaviour in terms of special wants or demands (promotion), and where to advertise or show the target behaviour (location) (place). The second idea is to divide the target groups into categories (Lewis et al. 2013). The present research is pioneering to explore preconception care in women afflicted with sickle cell disease in Iran. Among the strengths of the present research is its use of the target population’s perceptions and attitudes towards preconception care. The results can be used in planning women’s health promotion programs in the population with sickle cell disease.
COVID-19: Lessons from South Korean pandemic communications strategy
Published in International Journal of Healthcare Management, 2021
Seongwon Choi, Thomas L. Powers
Social marketing serves as the theoretical foundation for this paper and its usefulness for examining a wide range of public health issues has been well documented [2,3,10]. iSMA defined that social marketing ‘seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good’ [11]. Social marketing concerns with bringing about a change across different levels of the society (individual, community, and system as a whole), resulting in holistic systemic change [2,3]. In the context of health, social marketing has been perceived as a useful tool when designing and executing health programs and interventions that target changing the behaviors of individuals [12]. Public health experts and policymakers explored the use of social marketing based on understanding that the knowledge-behavior gap often dissuades targeted individuals from making desired behavioral changes, resulting in the suboptimal outcome of the public health programs [13]. Social marketing concepts have been proven to properly raise public awareness and effectively change core belief systems [14] and long-term health behaviors including smoking, healthy eating, and exercising [10].