Improving the communications strategies of health-focused social entrepreneurial organisations: guidance from the literature

Lauren Trabold, Paul N. Bloom and Lauren G. Block

International Journal of Entrepreneurial Venturing, 2014, vol. 6, issue 3, 201-219

Abstract: Communicating persuasively about the value of healthier behaviours has become a critical challenge for many health-focused social entrepreneurial organisations that are interested in scaling their impact. Based on the literature in consumer behaviour, social marketing, and health communications, we propose several communication strategies that can help to overcome this challenge. We also offer examples of organisations that appear to have implemented these strategies.

Keywords: health communications; social entrepreneurship; scaling; behaviour change; communications strategies; healthier behaviour; consumer behaviour; social marketing. (search for similar items in EconPapers)
Date: 2014
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