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Using Social Marketing to Develop and Test Tailored Health Messages

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Objective: To advance and promote procedures to evaluate tailored health messages based on the 4 Ps of social marketing (SM). Method: Three studies are presented for heuristic purposes to show the evolution and application of a “research plan” to 3 phases of SM research that address the 4 Ps. Results: Qualitative and quantitative methods provide useful information to develop messages and to evaluate message efficacy for public health campaigns, to recruit participants to interventions, and/or to influence program adherence and participant retention. Conclusions: Formal, systematic research methods offer a viable means to evaluate the potential of SM constructs.

Document Type: Research Article

DOI: http://dx.doi.org/10.5993/AJHB.25.3.13

Affiliations: 1: Health Promotion; Health Sciences; Foods and Nutrition; Nursing, Purdue University, IN. 2: Nursing, Purdue University, IN. 3: Department of Mathematic and Statistics, Utah State University, Logan, UT.

Publication date: May 1, 2001

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.
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