Marketing public health : strategies to promote social change / Elissa A. Resnick, Michael Siegel.

Format:

Book

Author/Creator:

Resnick, Elissa A.

Contributor:

Siegel, Michael, M.D

Siegel, Michael, M.D.

Language:

English

Subjects (All):

Public health campaigns.

Public Health.

Marketing of Health Services.

Social Change.

Public health--Marketing.

Public health.

Medical Subjects:

Public Health.

Marketing of Health Services.

Social Change.

Physical Description:

xvii, 382 pages : illustrations ; 23 cm

Edition:

Third edition.

Place of Publication:

Burlington, MA : Jones & Bartlett Learning, [2013]

Summary:

Resnick (health research and policy, U. of Illinois, Chicago) and Siegel (community health sciences, Boston U.) help public health students and practitioners in all levels of government and the private sector understand basic marketing principles and their application in planning, implementing, and evaluating initiatives to change individual behavior, improve social and economic conditions, advance social policies, and compete for public attention and resources. They argue that practitioners must learn the needs and desires of their target audience and package the desired behavior so the target audience recognizes that it will meet those needs and desires, requiring them to understand the motivation, opportunity, and ability to engage in the desired behavior and create product offerings that increase opportunities to do so. They discuss threats to public health and public health as an institution; challenges in promoting social changes; key marketing concepts and how they apply to individual behavior and policy changes; strategic planning, research techniques, and framing and delivering messages; developing messages and mass media and other promotional activities and materials; and tracking, evaluating, and refining social change efforts. This edition has new examples and new case studies on global health and suicide prevention through social media; new coverage of social media technology; and discussion of building relationships with audiences rather than managing individual transactions, the power of branding, and ensuring that audience self-interest is considered and addressed. A companion website features crosswords, flashcards, a glossary, quizzes, matching questions, and web links. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)

Contents:

Section I A Call to Action 1

Chapter 1 Emerging Threats to the Public's Health: Need for Social Change 3

Chapter 2 Emerging Threats to the Survival of Public Health 29

Section II Challenges 57

Chapter 3 Challenges for Marketing Social Change 59

Chapter 4 Challenges for Marketing Public Health 73

Chapter 5 Introduction to Marketing Principles 87

Section III Planning the Approach 113

Chapter 6 Planning Process 115

Chapter 7 Formative Research 149

Chapter 8 Framing and Refraining 177

Section IV Developing and Implementing the Approach 209

Chapter 9 Communication Strategies and Tactics 211

Chapter 10 Promotional Materials and Activities 241

Section V Assessing Progress and Measuring Impact 277

Chapter 11 Process Evaluation 279

Chapter 12 Outcome Evaluation 301

Section VI Marketing Public Health: Case Studies 321

Chapter 13 Building a Movement with Social Media by Elana Premack Sandler 323

Chapter 14 Urunana-Radio Health Communication: A Case Study from Rwanda by Narcisse Kalisa, Prudence Uwabakurikiza, Samuel Kyagambiddwa, Jeannette Wijnants, and Stephen Collens 335.

Notes:

Rev. ed. of: Marketing public health / Michael Siegel, Lynne Doner Lotenberg. 2nd ed. c2007.

Includes bibliographical references and index.

Related Work:

Siegel, Michael, M.D. Marketing public health.

ISBN:

9781449683856

1449683851

9781449645236

1449645232

OCLC:

758391641