The changing nature of innovation-based social marketing programs - the case of health promotion programs

Viorel Mihaila ()
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Viorel Mihaila: University of Bucharest, Faculty of Business and Administration, Romania

Manager Journal, 2017, vol. 25, issue 1, 176-184

Abstract: Social marketing favoured, since its inception, the field of health promotion - designing programs to help change unhealthy behaviours was one of the primary drivers of this area of practice. On the other hand, the need to have a better-informed citizenry on medical and health-related issues was a constant requirement of the medical professional - better informed and knowledgeable people would more easily “adhere” to the social marketing programs. The health literacy imperative is today outpaced by the advance of the Internet-based technologies - Google health search solutions, Microsoft specific products targeting patients or IBM’s Dr Watson suite. Based on this disrupting innovation which involves the realm of the patient-doctor relationship, how shall social marketing programs innovate?

Keywords: social marketing; health economics; behavioral economics; health literacy (search for similar items in EconPapers)
Date: 2017
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