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Developing Social Marketing Plan for Health Promotion

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  • Edson Coutinho Da Silva
  • José Afonso Mazzon

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.

Suggested Citation

  • Edson Coutinho Da Silva & José Afonso Mazzon, 2016. "Developing Social Marketing Plan for Health Promotion," International Journal of Public Administration, Taylor & Francis Journals, vol. 39(8), pages 577-586, July.
    • Handle: RePEc:taf:lpadxx:v:39:y:2016:i:8:p:577-586
    DOI: 10.1080/01900692.2015.1023447
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    Cited by:

    1. Christos Ntais & Jean Suvatjis & Yioula Melanthiou, 2023. "Medical Cannabis: Modeling a Destigmatization Process for its Candidacy to Become a Pharmaceutical Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 612-633.

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