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Masters of marketing: Bringing private sector skills to public health partnerships

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  • Curtis, V.A.
  • Garbrah-Aidoo, N.
  • Scott, B.

Abstract

Skill in marketing is a scarce resource in public health, especially in developing countries. The Global Public-Private Partnership for Handwashing with Soap set out to tap the consumer marketing skills of industry for national handwashing programs. Lessons learned from commercial marketers included how to (1) understand consumer motivation, (2) employ 1 single unifying idea, (3) plan for effective reach, and (4) ensure effectiveness before national launch. After the first marketing program, 71% of Ghanaian mothers knew the television ad and the reported rates of handwashing with soap increased. Conditions for the expansion of such partnerships include a wider appreciation of what consumer marketing is, what it can do for public health, and the potential benefits to industry. Although there are practical and philosophical difficulties, there are many opportunities for such partnerships.

Suggested Citation

  • Curtis, V.A. & Garbrah-Aidoo, N. & Scott, B., 2007. "Masters of marketing: Bringing private sector skills to public health partnerships," American Journal of Public Health, American Public Health Association, vol. 97(4), pages 634-641.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2006.090589_9
    DOI: 10.2105/AJPH.2006.090589
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    Cited by:

    1. Aunger, Robert & Schmidt, Wolf-Peter & Ranpura, Ashish & Coombes, Yolande & Maina, Peninnah Mukiri & Matiko, Carol Nkatha & Curtis, Valerie, 2010. "Three kinds of psychological determinants for hand-washing behaviour in Kenya," Social Science & Medicine, Elsevier, vol. 70(3), pages 383-391, February.
    2. Metcalfe, Robert & Dolan, Paul, 2012. "Behavioural economics and its implications for transport," Journal of Transport Geography, Elsevier, vol. 24(C), pages 503-511.
    3. Dolan, P. & Hallsworth, M. & Halpern, D. & King, D. & Metcalfe, R. & Vlaev, I., 2012. "Influencing behaviour: The mindspace way," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 264-277.
    4. Liu, Jenny X. & Vallin, Janelli & Chiu, Calvin & Cabrera, F. Abigail & Hunter, Lauren A. & Rao, Aarthi & Njau, Prosper & McCoy, Sandra I., 2023. "Designing for two: How enhancing human-centered design with behavioral nudges unlocked breakthroughs to promote young women's psychological safety and access to reproductive care in Tanzania," Social Science & Medicine, Elsevier, vol. 320(C).
    5. Porzig-Drummond, Renata & Stevenson, Richard & Case, Trevor & Oaten, Megan, 2009. "Can the emotion of disgust be harnessed to promote hand hygiene? Experimental and field-based tests," Social Science & Medicine, Elsevier, vol. 68(6), pages 1006-1012, March.

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