Health Education and Marketing Processes: 2 Related Methods for Achieving Health Behavior Change

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Abstract:

Objective : To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing.

Method : Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health education needs assessments.

Results : Core health-marketing concepts are proposed along with 4 recommendations for future marketing activities in health education.

Conclusion : To facilitate an advance in health education process and practice, scholars and practitioners should adopt a more consumer-centered, marketing mind-set.

Keywords: health education; health marketing; social marketing

Document Type: Research Article

DOI: http://dx.doi.org/10.5993/AJHB.32.5.4

Affiliations: 1 Candidate/Graduate Research Assistant, Office of Health Informatics, Division of Health Education, Texas A&M University, College Station, TX.

Publication date: September 1, 2008

More about this publication?
  • 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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