Developing Social Marketing Plan for Health Promotion

Edson Coutinho Da Silva and José Afonso Mazzon

International Journal of Public Administration, 2016, vol. 39, issue 8, 577-586

Abstract: This article aims to introduce and explain a guideline to plan and perform health campaigns through social marketing. The model is based on the social marketing principles and its objective is to help professionals develop an action plan setting step-by-step the processes to produce health campaigns to achieve the ultimate goal behavior change. Three levels of action 10 have been set: (i) diagnosing the social problem; (ii) designing the benefits of changing behavior; and (iii) setting the marketing mix. This social marketing plan is an option to introduce customer orientation backed by integrated marketing aimed at generating consumer satisfaction as the key to behavior change in the public health policies.

Date: 2016
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DOI: 10.1080/01900692.2015.1023447

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