Social marketing - Health Promotion
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Intersections in Nonverbal and Health Communication at #NCA12

Intersections in Nonverbal and Health Communication at #NCA12 | Social marketing - Health Promotion | Scoop.it
At the 2012 National Communication Association annual convention, researchers from around the country shared their work in a panel titled ”Intersections in Nonverbal and Health Communication....
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Social marketing - Health Promotion
Health promotion: marketing sociale, comunicazione, salute, ambiente, disuguaglianze sociali.
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Documento di consenso su principi, concetti e tecniche di Marketing S…

Questo documento è stato sviluppato da un gruppo di lavoro costituito da membri dell'iSMA, ESMA e AASM. Il documento è stato inoltre revisionato dallo SMANA ne…
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Philip Kotler: Marketing is the Original Behavioral Economics

Philip Kotler: Marketing is the Original Behavioral Economics | Social marketing - Health Promotion | Scoop.it
I often see writers equating “nudging” with behavioral economics.  It’s as if nudging is the essence of behavioral economics.  As much as I respect the nudging concept and its contributions, behavioral marketing calls for a larger scheme than nudging.  That scheme is social marketing. 
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Big tobacco, the new politics, and the threat to public health - The BMJ

Big tobacco, the new politics, and the threat to public health - The BMJ | Social marketing - Health Promotion | Scoop.it

The giant tobacco company is the only source of financial support for an anti-smoking foundation that has been widely criticised by the public health community. Anoo Bhuyan explores the relationship between Philip Morris, an education foundation, schoolkids, and the public health community

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Ha senso un’epidemiologia disgiunta dalla prevenzione? - Epidemiologia & Prevenzione

Ha senso un’epidemiologia disgiunta dalla prevenzione? - Epidemiologia & Prevenzione | Social marketing - Health Promotion | Scoop.it

Ha senso una epidemiologia che non miri alla prevenzione?

Maccacaro diceva appunto che la sanità doveva svilupparsi sulla prevenzione e lo strumento necessario era appunto l’epidemiologia, che avrebbe permesso di indentificare i fattori di rischio sui quali attivarsi con misure preventive. Mi sia allora permesso oggi di riflettere e di chiedermi se queste idee siano ancora valide e se abbia senso una epidemiologia che non miri alla prevenzione, e anche di chiederci quanti articoli della nostra rivista E&P parlino appunto di prevenzione.

Siamo innamorati dell’algoritmo?

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Avoiding The 7 Deadly Sins of Statistical Misinterpretation

Avoiding The 7 Deadly Sins of Statistical Misinterpretation | Social marketing - Health Promotion | Scoop.it
MethodSpace is a multidimensional online network for the community of researchers, from students to professors, engaged in research methods. Sponsored by SAGE Publishing, a leading publisher of books and journals in research methods, the site is created for students and researchers to network and share research, resources and debates. MethodSpace users have free access to selected journal articles, book chapters, etc which highlight emerging topics in the field.
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Can marketing be used for good? Marketing Sociale in 60 secondi

"When Hollywood actress Angelina Jolie was pictured in the press holding her newborn twins in a white nightgown, that nightgown sold out globally within 24 hours. Marketing is very persuasive. Marketing can convince us to buy a dress or a pair of shoes that we didn’t need. Marketing can encourage us to replace our technology and sporting equipment long before we need to. But did you know that marketing can also be used to make our world a better place? We call this social marketing.
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Healthier snacks in hospitals encourage reduction in sugar intake - The Guardian

Healthier snacks in hospitals encourage reduction in sugar intake - The Guardian | Social marketing - Health Promotion | Scoop.it

Hospital vending machines that offer healthy snacks lead to NHS staff and patients consuming more water and dried fruit and fewer crisps and sugary drinks, according to research.

The study found that reducing the number of sugar-filled snacks and introducing healthier options in hospital vending machines encouraged people to reduce their intake of both sugar and calories.

The results of the trial, undertaken at one of the biggest NHS trusts in England, have already led to 632 vending machines at 105 other hospitals being overhauled to provide healthier products.

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Social marketing of water and sanitation products: A systematic review of peer-reviewed literature

Social marketing of water and sanitation products: A systematic review of peer-reviewed literature | Social marketing - Health Promotion | Scoop.it

Like commercial marketing, social marketing uses the 4 “Ps” and seeks exchange of value between the marketer and consumer. Behaviors such as handwashing, and products such as those for oral rehydration treatment (ORT), can be marketed like commercial products in developing countries. Although social marketing in these areas is growing, there has been no systematic review of the current state of practice, research and evaluation.

We searched the literature for published peer-reviewed studies available through major online publication databases. We identified manuscripts in the health, social science, and business literature on social marketing that used at least one of the 4 Ps of marketing and had a behavioral objective targeting the behaviors or products related to improving water and sanitation. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 117 articles and reviewed a final set of 32 that met our criteria.

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 Professor Philip Kotler .... The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior

 Professor Philip Kotler .... The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior | Social marketing - Health Promotion | Scoop.it
Philip Kotler, widely recognized as the dean of America’s marketing professors, shares his insights on what's next for marketers... from defining their target to creating the optimum role of AI.

Here are today’s major changes.

1. The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior.

2. Companies are more interested in producing long-term customers, not just single sales. Companies seek to design a set of engaging customer experiences that leads to customer advocacy. A company is successful when its customers become its best advertisers.

3. Management now recognizes the importance of excellent service in winning customer loyalty.

4. Marketers see their key mission to lie in building winning brands.

5. Marketers see their key responsibility to lie in delivering a dependable measure of the Return on Marketing Spend.

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Social marketing guide for public health programme managers and pract…

L’ European Centre for Disease Prevention and Control (ECDC) con “Social marketing guide for public health programme managers and practitioners” fornisce ai re…
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Patient Communications: Why Pharma Leaders Should Think Like Social Marketers 

Patient Communications: Why Pharma Leaders Should Think Like Social Marketers  | Social marketing - Health Promotion | Scoop.it

Pharma is well-versed in communicating with patients. From simple patient leaflets to full blown patient support programs and nationwide disease awareness campaigns, the industry has been directly serving up health messages to patients since the first days of aspirin marketing.

But there’s a parallel world that’s been going further than serving up health messages to patients. A world that pharma seldom dabbles in – despite there being huge cross over in aims when it comes to making people healthier – the world of social marketing.

 

By exploring how social marketers think, and why this is different to commercial marketing, pharma can unlock tried-and-tested ways to bring measurable value to their patients. In this article on outcomes-based patient engagement, we give you a short overview of the social marketing basics.

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How does influencer marketing work in healthcare?  

How does influencer marketing work in healthcare?   | Social marketing - Health Promotion | Scoop.it

The principle behind influencer marketing is simple: If someone who is trusted or admired by many other people expresses a preference for a product or service, then others will give it a try. Marketers in a wide range of industries have long directed their efforts at celebrated individuals as a relatively inexpensive way of getting the word out about a product, especially when compared to the cost of a television ad buy. The proliferation of social media took this strategy to a whole new level, making it easy for a well-known person to convey a sponsored message instantly to thousands or millions of followers.

Sales and marketing departments at life sciences organizations have taken notice of the increasing relevance of influencer campaigns, and many want in on the action. Of course, it’s challenging to apply the same concepts to medical devices or pharmaceuticals with the strict rules in place to regulate communications and protect patient privacy. However, a clear perspective on how influencer marketing works and extensive access to physician data make it possible for businesses to guide the right people to information about medical products.


Via Plus91, Philippe Marchal, Lionel Reichardt / le Pharmageek
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“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kartajaya, Iwan Setiawan | Social marketing - Health Promotion | Scoop.it

Marketing 4.0 is the sequel to our widely-recognized concept of Marketing 3.0, which calls for brands to touch the human spirit. Marketing 4.0 is based on intricate observation and analysis of the paradoxes in view of the digital technology boom. We explain how online meets offline, why style must be complemented with substance, and why Machine-to-Machine is incomplete without Human-to-Human.

Digital technology is increasingly moving at the heart of most modern businesses today. As OECD states, digital economy is fast percolating a wide range of industries, from bank­ing, energy and transportation to media and health. No wonder thus how often we hear of the word ‘dis­ruption’ in the context of business.

McKinsey has jotted down 12 major innova­tions capable of disrupting conventional businesses, including mobile internet, the internet of things (IoT), cloud tech, and 3D printing, among others. All these disruptive technologies are not ground-breaking; for some, their technology life­ cycles have spanned decades of R&D. But their real, tangible impact on businesses on a commer­cial scale has increased manifold in recent years, partly as a result of the influx of various supporting technologies.

Inevitably, disruptive tech is closely eyed by businesses world over, imploring companies to revisit their business models, adjust value propo­sitions for their products and services, and reform sales practices and marketing approaches. In the midst of all this, several innovation -related dilem­mas face businesses today. Let’s take mobile internet as an example. Handheld smartphone devices have brought about unparalleled connectivity and opened up numerous opportunities for marketers to reach out to their smarter customers. At the same time, the growing concern on smartphone addiction is alarming – a study by Przybylski and Weinstein of the University of Essex shows how mobile phones are increasingly hurting relationships.

As digital economy booms and smartphones become more ingrained in consumers’ lifestyles – deeply influencing their attitudes and behaviors – consumers will increasingly look for the perfect mix of tech that makes their lives easier, comple­ments their goals of self-actualization and nurtures a deeper sense of ‘doing good’. Marketers need to brace up for this transition and adaptation period in the run up to a fast-developing digital economy. They need novel marketing approaches, which would help them anticipate and leverage on these unprecedented disruptive innovations.

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“Oh, really?” 12 things to help you question health advice

“Oh, really?” 12 things to help you question health advice | Social marketing - Health Promotion | Scoop.it
Introducing a new special series of blogs on Evidently Cochrane: “Oh, really?” Twelve things to help you question health advice. In 2020, we're publishing one blog each month, offering 12 things to help you question health advice. The series is based on a list of ‘Key Concepts’ developed by the Informed Health Choice project team. 12 things to help you question health advice. A new series of blogs to help you make informed health choices.
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En France, les pauvres vivent 13 ans de moins que les riches - Le Figaro

En France, les pauvres vivent 13 ans de moins que les riches - Le Figaro | Social marketing - Health Promotion | Scoop.it
L’Observatoire des inégalités vient de publier son nouveau rapport sur les inégalités en France, un panorama de la situation dans l’Hexagone et des évolutions sur les questions de revenus, de travail, d’éducation ou de mode de vie.

● Les conditions matérielles de vie ont des répercussions majeures sur la santé et donc la durée de vie: 13 années séparent l’espérance de vie des 5% les plus pauvres (71,7 ans) des 5% les plus riches (84,4 ans).

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How a mostly unregulated company disrupted Big Tobacco and hooked millions of Americans on a new vice

How a mostly unregulated company disrupted Big Tobacco and hooked millions of Americans on a new vice | Social marketing - Health Promotion | Scoop.it

Still, former FDA Commissioner Dr. Scott Gottlieb says it will be hard for regulators to forget how many kids have become hooked on nicotine because of Juul. “Is it going to be easy for them to get approved? No, it’s not,” he says. “Would I consider taking the pod-based products off the market [if I were still FDA commissioner]? Yes, absolutely I would.”

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Climate change polls: Americans are more worried about climate change

Climate change polls: Americans are more worried about climate change | Social marketing - Health Promotion | Scoop.it
The rhetoric around climate change is shifting, but it’s not leading to action.

Several recent polls show that people in the United States are increasingly alarmed about climate change.

According to a nationally representative survey from Yale University and George Mason University, 69 percent of Americans are “somewhat worried” about climate change and 29 percent are “very worried.” These are the highest values since the surveys began in 2008, and the “very worried” category shows an 8 percent jump compared to the previous surveypublished in April 2018.

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Marketing sociale e promozione della salute

Marketing sociale e promozione della salute: dal "Web marketing" alle  buone pratiche

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Guidance on informed choice in screening - PHE screening

Guidance on informed choice in screening - PHE screening | Social marketing - Health Promotion | Scoop.it
The UK National Screening Committee (UK NSC), and the screening community in the UK as a whole, are well aware of the importance of enabling people to make informed decisions about screening.

We know it is not always easy to give people enough information about benefit, harm and risk to weigh up the options, while keeping the information meaningful and understandable!

 

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Social marketing 2.0 - Public health matters

Social marketing 2.0 - Public health matters | Social marketing - Health Promotion | Scoop.it

Everyone remembers those iconic public health adverts – the ‘fatty cigarette’or HIV tombstone TV ads for example. But there is a lot more to health marketing than memorable and creative ideas – did you know that smokers have ordered over 2.3 million Quit Kits since they launched? Or that Change4Life’s Meal Mixer app has been downloaded by over 833,000 people as part of their Healthy Eating programme?

One of Health and Wellbeing’s roles is to design and deliver national social marketing programmes. It’s a high profile area and we are fortunate to have a great team under Sheila Mitchell working on it. In this post I want to talk about why it is a critical part of our offer, the science behind health marketing and what’s on the horizon

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Marketing Funnels and Customer Journey Maps: Two Buzz Terms You Need to Know [Infographic]

Marketing Funnels and Customer Journey Maps: Two Buzz Terms You Need to Know [Infographic] | Social marketing - Health Promotion | Scoop.it

Marketing funnels and customer journey maps are hot topics, with much discussion online about how they can smooth transitions through the funnel, shorten the sales journey, and map everything out to increase conversions.

Social media is an incredible tool that should be used throughout both your funnels and your maps - from the top of the funnel, the start of the journey to purchase and beyond. Having a social media strategy in place, and a savvy social media manager to operate this customer-facing part of your company, are both key elements.

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Social marketing: strategies and tools to promote hiv prevention

The aim of the study is the application of the techniques and tools of social marketing to improve the awareness about HIV transmission and encourage young students between the age of 18 and 30 to access at HIV testing given that 85% of new diagnosis in 2016 may be attributed to unprotected sex

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Social Media Guidelines for Mayo Clinic Staff - Mayo Clinic Social Media Network

Social Media Guidelines for Mayo Clinic Staff - Mayo Clinic Social Media Network | Social marketing - Health Promotion | Scoop.it

The following are guidelines for Mayo Clinic employees and students participating in social media.

Social media includes personal blogs and other websites, including social networking platforms like Facebook, LinkedIn, Twitter, YouTube or others. These guidelines apply whether employees and students are posting to their own sites or commenting on other sites:

  1. Follow all applicable Mayo Clinic policies. For example, you must not share confidential or proprietary information about Mayo Clinic and you must maintain patient privacy. Among the policies most pertinent to this discussion are those concerning patient confidentiality, government affairs, mutual respect, political activity, Computer, E-mail & Internet Use, the Mayo Clinic Integrity Program, photography and video, and release of patient information to media. (Rationale)
  2. Write in the first person. Where your connection to Mayo Clinic is apparent, make it clear that you are speaking for yourself and not on behalf of Mayo Clinic. In those circumstances, you should include this disclaimer: "The views expressed on this [blog; website] are my own and do not reflect the views of my employer." Consider adding this language in an "About me" section of your blog or social media profile. (Rationale)
  3. If you identify your affiliation to Mayo Clinic, your social media activities should be consistent with Mayo’s high standards of professional conduct. (Rationale)
  4. If you communicate in the public internet about Mayo Clinic or Mayo Clinic-related matters, you must disclose your connection with Mayo Clinic and your role at Mayo. (Rationale)
  5. Be professional, use good judgment and be accurate and honest in your communications; errors, omissions or unprofessional language or behavior reflect poorly on Mayo, and may result in liability for you or Mayo Clinic. Be respectful and professional to fellow employees, business partners, competitors and patients. (Rationale)
  6. Ensure that your social media activity does not interfere with your work commitments. (Rationale)
  7. Mayo Clinic strongly discourages “friending” of patients on social media websites. Staff in patient care roles generally should not initiate or accept friend requests except in unusual circumstances such as the situation where an in-person friendship pre-dates the treatment relationship. (Rationale)
  8. Mayo Clinic discourages staff in management/supervisory roles from initiating “friend” requests with employees they manage.  Managers/supervisors may accept friend requests if initiated by the employee, and if the manager/supervisor does not believe it will negatively impact the work relationship. (Rationale)
  9. Mayo Clinic does not endorse people, products, services and organizations. Official Mayo Clinic accounts should not be used to provide such endorsements. For personal social media accounts where your connection to Mayo Clinic is apparent, you should be careful to avoid implying that an endorsement of a person or product is on behalf of Mayo Clinic, rather than a personal endorsement. As an example, LinkedIn users may endorse individuals or companies, but may not use Mayo Clinic's name in connection with the endorsement, state or imply that the endorsement is on behalf of Mayo Clinic, or state specifically that the endorsement is based on work done at Mayo Clinic. (Rationale)
  10. Unless approved by the Center for Social Media, your social media name, handle and URL should not include Mayo Clinic’s name or logo. (Rationale)

If you have any questions about what is appropriate to include in your social media profile(s), contact the Center for Social Media.

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Public health and the value of disobedience... a vision for public health - Gerard Hastings

Public health and the value of disobedience... a vision for public health - Gerard Hastings | Social marketing - Health Promotion | Scoop.it

The writings of a sixteenth century French teenager may seem a stretch for a public health

readership, but Etienne de la Boetie's treatise on Voluntary Servitude explains why unjust

systems prevail and how they can be changed. They prevail, he shows, because we let

them (the losers always vastly outnumber the winners); and they change when we retract

our permission (as Ghandi demonstrated). These vital insights have inspired progress

down the centuries e the enlightenment philosophers, the French Revolution, Tolstoy, the

American civil rights movement as well as the Indian struggle against the British Empire. In

an era when widening inequalities have become all too apparent, and the harm this does to

the commonweal much better understood, this paper argues that La Boetie's analysis

retains all its power and can inspire a new vision for public health.

 

In conclusion, if the aim of corporate marketing is to

encourage obedience, to get us to do as the marketer says, that

of public health has to be more than simply saying ‘no, do as

we say. It must be about enabling people to question current

assumptions, understand the manipulative power structures

these entail and withdraw their collaboration; about replacing

obedience, not with another form of obedience, but with

disobedience.

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Health marketing and behavioral change: a review of the literature

Health marketing and behavioral change: a review of the literature | Social marketing - Health Promotion | Scoop.it

Abstract

Health marketing as a part of social marketing, must influence individuals, voluntarily, through various social programmes, in order to accept, reject, modify or abandon a behavior in favour of a healthier lifestyle.

Acting on individual behavior change, social marketing can influence the behaviour of those who decide public policies, with positive effects in social change. In time, in order to understand and predict a behavior, a number of theories, models and tactics were developed with the aim to identify factors and mechanisms with the greatest impact in the changing process. Cognitive- social theories proved to be more effective, because they offer guidelines for conducting research in behavioral change.

 

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