J et al. These areas included childhood pneumonia, voluntary medical male circumcision, medication abortion and post-abortion care and emergency contraception. None of these reviews have addressed the full range of products and services for which social marketing may be mobilized in low- and middle-income countries. . Abstract Social marketing, the use of marketing to design and implement programs to promote socially beneficial behavior change, has grown in popularity and usage within the public health community. Reshma Roshania contributed to an early conceptualization of this review. MM P GJ We categorized these studies as having mixed results for health and behavioural outcomes, respectively, although in both cases all results reported were positive, and only one of those results in each study was found not to be statistically significant. CE. et al. et al. R Socheat Chabot G Firstly, the broad nature of health promotion is recognised, and the need to work with other sectors of government and private institutions whose work impacts on health. Behavioural factor results by study design and direction and statistical significance of results. Social marketing is the systematic application of marketing along with other concepts and techniques to achieve specific behavioural goals for a social good. Thavaneswaran Social marketing interventions generally aim to ensure that the target audience adopts the behaviour being promoted (Lee and Kotler 2011). . Only three studies met all 18 benchmark criteria: two described a condom campaign in urban Pakistan, and one described the social marketing of iron-fortified soy sauce in China (Sun et al. JR Studies that measured both types of outcomes often found that exposure to the intervention produced stronger associations with improvements in these mediating factors than in behaviours (Price 2001,; Bertrand et al. Demonstrated evidence of changes in behaviour or improvements in health status could address these concerns and provide a more reliable assessment of effectiveness and impact (Raphael 2000). Found inside – Page 327[some argue] that social marketing, like many public health approaches, tries to rescue people from drowning “downstream,” when the important work lies ... Horan Social marketing has been shown to be highly successful in responsible drinking campaigns, anti-crime initiatives, environmental behaviour schemes, obesity and many other projects. Stallworthy et al. Currently, the UK government is recognising its importance and much investment is being allocated to social marketing, particularly in the NHS. Müller P A The publication can be downloaded from: Social marketing or "mass media" campaigns. We aimed to assess the effectiveness of social marketing for achieving changes in health status and health behaviour in major areas of global health investment. Another key need is to expand the evidence base on the effects of social marketing for improving health outcomes. The characteristics of competition, method mix, and audience segmentation were also found in higher frequencies in studies with positive effects than in studies with mixed results, while audience segmentation was in 42% of studies with positive results and 42% of studies with mixed results. Found inside – Page 426Importance. of. Knowing. Your. Audience. effectively to its audience. As scientific findings As discussed in the book, Social Marketing for the emerge, ... St. Catherine Several considered social marketing as embedded within mass media interventions and defined the aims of these interventions as being to raise awareness or change behaviours among a broad audience (Bertrand et al. Feldblum B. Hsu Salmon However, non-governmental organizations have used social marketing to engage providers and women in access to abortion and post-abortion care in several countries. D It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. Only five studies reported health outcomes. 2011; Hotz et al. M For example, Havemann et al. D. Quinn Hameed A key issue in assessing the effectiveness of social marketing is whether social marketing programmes actually achieve behaviour change on a consistent basis. Telling them smoking is bad for them isn’t likely to have much of an effect, but showing them the benefits of not smoking -  more money, cleaner teeth, you’ll smell nicer, you’ll be more attractive to the opposite sex, for example -  is more likely to work. Three studies took place in Europe/Central Asia, and three studies were multi-regional. Results of studies meeting six or more benchmark criteria by study design, direction, and statistical significance of results. Included studies by health area and region. S Sun K Despite this growth, many public health professionals have an incomplete understanding of the field. T Enhance The Patient Experience at the Practice DL S L BK Hau Mundy 2012; Beyeler et al. It focuses on target groups within the population, tailoring campaigns and awareness, with the aim of achieving specific behavioural goals relevant to the public good. A disciplined process of strategic planning can yield promising new insights into consumer . et al. These outcomes can frequently be modelled, but models are always improved by greater access to empirical evidence, while the empirical evidence itself contributes to improving exercises in evidence synthesis (Longfield et al. Paudel Fifteen studies were analysed for multiple health areas. AH. 2004; Bhutta et al. Nambiar These studies largely targeted adolescents with sexual and reproductive health education and promoted condoms as a means for contraception and HIV prevention. Dickinson 2009; Quinn et al. Curtis Despite this, we did not find any evidence on the effectiveness of social marketing of abortion products and services. B NJ. DM. No studies reported only statistically significant negative results across all three outcome types; however statistically significant negative results are reported by individual outcome types. G Sadiq Many have tried to narrow the term's application depending upon whether all the marketing components are included. García Byass . Laukamm-Josten 2012). 2006; Bhutta et al. 2007; Lutalo et al. Monoclonal antibody and anti-cytokine biologics for Kawasaki disease: A systematic review and meta-analysis. . . Public Health Communication and Marketing graduates will be able to: Develop, implement, and evaluate communication programs that help people make sound decisions to effectively manage their health behaviors and promote the adoption of policies - in the public and private sector - which enhance health. Found inside – Page 121Media are important to achieving the goals of public health , first ... with media components using two approaches : social marketing and media advocacy . X THE FUTURE OF SOCIAL MARKETING Public health offers to social marketing the challenge of a research and policy agenda that still needs to be addressed fully; AND Social marketing stretches public health in at least two important directions: 1) it calls attention to the need to learn how to identify fruitful Page 80 areas for using social . 2009; Murray et al. AD W Programmes with positive, statistically significant findings were more likely to apply audience insights and cost-benefit analyses to motivate behaviour change. . Kotler AM S Reviews of research on social marketing campaigns, . (iv) Insight: did customer research identify actionable insights that were used to develop the intervention? S O This may have contributed to previous reviews questioning the effectiveness of social marketing and the quality of social marketing evaluations (Pawa et al. et al. W JRMA We identified several evidence gaps in this review, by assessing health areas where we found less than two studies that men out inclusion criteria. YM Hoke . Found inside – Page 18In order to differentiate social marketing contributions to influencing citizens' health behaviour, a number of sets of benchmark criteria have been ... V Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and ... Male circumcision has been shown to be effective in decreasing risk of HIV acquisition (Siegfried et al. JV D . R 1 - 8 These tools can be used to improve or enhance professional networking and education, organizational promotion, patient care, patient education, and public health . Allegri Axelson 2007). These reviews found evidence of positive effects of social marketing campaigns on the target population’s behaviours, intentions to adopt healthy behaviours and factors mediating the process of behaviour change, such as awareness, knowledge and attitudes. Relatively more HIV studies reported mixed results, but these studies included a range of outcomes. NK. Hoang Thi Kim B Ross Gray To advance current knowledge, we provide a practical definition and discuss the conceptual . P 2007; Wu et al. . et al. S Harris For example, many included studies had a mix of statistically significant, positive results and results that were positive but not statistically significant. 2002; Gordon et al. This may be because it is a more challenging concept to operationalize. Garrett . Saba RJ Taubman We aimed to review evidence of the effectiveness of social marketing in low- and middle-income countries, focusing on major areas of investment in global health: HIV, reproductive health, child survival, malaria and tuberculosis. Lowndes (link is external) Scholarly, peer-reviewed journal that presents the latest developments in the field of health communication including research in new media, health literacy, social marketing, communication (from interpersonal to mass media), public private partnerships and public health campaigns. . Mutukkanu et al. Comparing private sector family planning services to government and NGO services in Ethiopia and Pakistan: how do social franchises compare across quality, equity and cost? Another example would be smoking cessation principles tailored to teenagers. 2012). E Copyright © 2021 The London School of Hygiene and Tropical Medicine and Oxford University Press. However, these findings suggest that multi-lateral and bilateral donors can certainly influence this evidence base. Found insideIn an age where we are inundated by multiple messages every day, this book will be a critical tool for all who are interested in communicating with diverse communities about health issues. R . Child survival health outcomes included incidence, prevalence and mortality due to diarrhoeal disease and pneumonia, undernutrition and stunting, anaemia, low birthweight, postnatal sepsis, maternal mortality and neonatal and under-5 child mortality. Social marketing in public health: the adoption and diffusion of practice. Our inclusion criteria included a broad range of study designs, several of which may not have been included in other review methodologies using more stringent criteria. Yang Johnston Van Rossem Found inside – Page 321importance. of. media. in. social. marketing ... and not just among social marketers, public health professionals and other social change professions. Although social marketing will certainly not be an appropriate intervention strategy in all cases, its effectiveness cannot be known until programmes currently in operation are evaluated. Print Resources. S W et al. 2010). Mackay Ali Child survival had proportionately the greatest number of studies using experimental designs, reporting health outcomes, and reporting positive, statistically significant results. Noor 32 % of participants stated that social influencers motivated them to make healthier food choices and 41 % said they motivated them sometimes. MW Miles (2010) reported outcomes for both reproductive health and child survival as their intervention addressed iron deficiency anaemia. Pickles . Seventeen studies reported on health behaviours and health outcomes. Ronika et al. Mitchell Angeles-Agdeppa R . A What is social marketing? C Increases in consistent use of condoms with regular partners were only statistically significant among female participants. Levine Russo Since its introduction as term in 1971, social marketing has undergone continuous developments. This volume argues the case that public health communication has affected health behavior. 2001; O’Reilly et al. McPherson Schellenberg Harris Total reflects the number of unique studies. Studies were included if they: (i) were original research (not editorials or review papers that did not contain original data); (ii) took place in a low- or middle-income country as defined by the World Bank; (iii) published in English; (iv) assessed an programme that attempted to change a behavioural factor, behaviour or health outcome of interest within the global health investment areas of HIV, reproductive health, child survival, malaria and tuberculosis; (v) provided adequate information to determine if the programme met at least one of the Social Marketing Benchmark Criteria; (vi) and used an experimental, including randomized-controlled trials or quasi-experimental study design (World Bank Group 2016). Behaviours to reduce neonatal mortality included use of iron folic acid and supplementation, use of clean delivery kits or chlorhexidine, misoprostol, oxytocin, magnesium sulfate and having a skilled attendant at birth. S. E In the early days of the internet, communication adopted a top-down, linear direction . Perera . We searched PubMed, PsycInfo and ProQuest, using search terms linking social marketing and health outcomes for studies published from 1995 to 2013. Learning Objectives<br />To understand the key themes of social marketing and the potential applications of social marketing techniques within the field of public health.<br />To analyze the "Marketing Mix" and understand the importance of integrating product, price, place, and promotion in order to maximize campaign effectiveness.<br />To . 2013; Pawa et al. In total, 63 studies reported results for both behavioural and behavioural factors. Effective studies acted upon audience insights and used a cost-benefit analysis to maximize incentives and increase likelihood of behaviour change. Sanei Campbell As a distinct discipline, social marketing aims at promoting behaviors that benefit society as well as the individual. 2012). Armand Moukam S. Buchanan 2005). Facebook, the most widely used social media platform, has been adopted by public health organisations for health promotion and behaviour change campaigns and activities. This review was structured in accordance with the PRISMA statement (Liberati et al. AN 67. Rather, this review was designed to report on the breadth of the literature and indication of social marketing’s effectiveness based on the direction and significance of results. D This study sought to identify the features of Facebook posts that are associated with higher user engagement on . K Muller Ngo It has been effective on a population level across a wide range of public health and health care domains. et al. 2008). Few studies were coded as applying theories of behaviour change, suggesting some social marketing interventions included in this review did not have clear pathways to change and possibly that social marketers may need support in applying behavioural theories in intervention design. Noar et al. Published by Oxford University Press in association with The London School of Hygiene and Tropical Medicine. Lewis 2010). (1995). 2012 reported on both reproductive health and child survival outcomes. et al. http://handbook.cochrane.org/, accessed 18 March. Chatterji CM T One study looks at university students in the United States and recommends that an important aspect of public health is providing reliable information about advance care planning to all young people. et al. With a smaller number of studies overall, child survival was the health area reporting the greatest proportion of exclusively statistically significant and positive results for all outcome types. Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. Beyeler Naugle Sahana Kumar and Oana Lupu supported literature searches and data abstraction. S Kim WP. . Influencer marketing plays a fundamental role in public health; 59 % of the survey participants followed social influencers on social media platforms and 16 % of participants reported influencers as having a high influence in determining their food choices. We then developed a sub-analysis of studies that were scored as having six or more of the benchmark criteria and thus could be considered to have more rigorously implemented and/or reported on their use of social marketing principles (Quinn et al. CJL et al. Lara ME This is due to the public health is going to globalization as a popular issues to the whole world as long as not only concern to local communities. We categorized studies by the direction and statistical significance of reported effect sizes, stratifying results by outcome type, study design, and health area. 2012). P Pardeshi A total of 97 unique studies across all health areas reported behavioural outcomes (Table 3). The 2019 coronavirus disease (COVID-19) epidemic has received close attention from governments, researchers, and the public in various countries. Health communication includes verbal and written strategies to influence and empower individuals, populations, and communities to make healthier choices. A significant amount of social marketing is carried out in health areas, but it has other applications too. JA Gonzalez de Cossío Influencer marketing plays a fundamental role in public health; 59 % of the survey participants followed social influencers on social media platforms and 16 % of participants reported influencers as having a high influence in determining their food choices. Saleh 2007; Ross et al. J Sun Patel J NM J Cavalli-Sforza 2014; Naugle and Hornik 2014). . et al. S et al. While the rapid development of vaccines against COVID‑19 is an extraordinary achievement, successfully vaccinating the global population presents many challenges, from production to distribution, deployment, and importantly, acceptance. Relatively few studies addressed HIV testing behaviours (Gutierrez et al. 5. The vast majority of HIV studies were categorized as having mixed results. Rowland . INTRODUCTION. The study designs and direction of results among the 26 studies were similar to that of the full analysis. et al. Juliao For example, Collumbien and Douthwaite’s (2003) evaluation of an intervention using audiotapes to disseminate contraceptive information showed statistically significant increases in use of oral contraceptives but statistically significant decreases in IUD use (Collumbien and Douthwaite 2003). A et al. Opportunity was defined as availability, access and brand equity; ability as knowledge, self-efficacy, social support and stigma; and motivation as attitudes, intention, risk perception and quality of care (Population Services International 2004). et al. S Y et al. Dale Such behaviour change can be more difficult, thus making the development of improved branding strategies crucial for public health. Two reviews that focused on social marketing as one of a range of delivery strategies assessing the effectiveness of behaviour change interventions related to reproductive or maternal and child health care outcomes did not present data specifically on the ability of social marketing to achieve behavioural outcomes (Peters et al. et al. . EB P A MC Meekers Malaria health outcomes included reduction in malaria incidence and prevalence, and malaria-related mortality. A A Branded logos and multiple media outlets were used to promote antenatal care and contraceptive services in franchise clinics. As a result, it is difficult from these reviews to assess the ability of social marketing as a strategy to contribute to meeting the health Millennium Development Goals (MDGs), which have set the course for global health investments, particularly development assistance, since 2000, and are still relevant as the global health field moves into targeting the post-2015 Sustainable Development Goals (UN Millennium Project 2005; Institute for Health Metrics and Evaluation 2014). A key part of investing in improving evaluation quality will be in ensuring that rigorous documentation of intervention strategies and processes is included in any social marketing evaluation (Quinn et al. 2012; Evans et al. S. Ford (2013) examined the impact of a community nutrition programme that, among other methods, trained caregivers in organic farming to prevent undernutrition and stunting in children (Havemann et al. Kanki Adherence to social marketing benchmark criteria. A et al. 2010). Almost all of the studies on child survival and malaria outcomes reported positive or mixed results. DH Kanal For example, in their evaluation of the Frontiers Prevention Project, which aimed to reduce STIs among men who have sex with men and female sex workers in India, Gutierrez et al. Whitworth . Several studies promoted other malaria prevention products such as DEET and insecticidal soap. Found inside – Page 180... the challenge of marketing HIV - prevention programs is of key importance to public health . Barriers to Social Marketing At least two important ... 2005; Baizhumanova et al. Given the range of outcomes considered in this review, we were not able to conduct a meta-analysis to provide a quantitative summary of trends. 2006; Evans et al. J Social Media for Public Health Education. M As such, we were not able to locate studies that did not self-identify as social marketing, despite potentially qualifying based on intervention design (Evans et al. et al. Impact of an HIV prevention intervention on condom use among long distance truckers in India, Weekly iron-folic acid supplements to prevent anemia among Cambodian women in three settings: process and outcomes of social marketing and community mobilization, An integrated individual, community, and structural intervention to reduce HIV/STI risks among female sex workers in China, The Impact Of A Targeted Radio Campaign To Prevent STIs And HIV/AIDS In Mozambique, Evaluation of a social marketing intervention promoting oral rehydration salts in Burundi, Assessing effects of a media campaign on HIV/AIDS awareness and prevention in Nigeria: results from the VISION Project, Community mobilization and social marketing to promote weekly iron-folic acid supplementation: a new approach toward controlling anemia among women of reproductive age in Vietnam, The economics of social marketing: The case of mosquito nets in Tanzania, Smart patient, smart community: improving client participation in family planning consultations through a community education and mass-media program in Indonesia, International Quarterly of Community Health Education, Promoting sexual responsibility among young people in Zimbabwe, Preventing HIV infection through peer education and condom promotion among truck drivers and their sexual partners in Tanzania, 1990-1993, Social Marketing: Influencing Behaviors for Good, The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate health care interventions: explanation and elaboration, Narrowing the treatment gap with equitable access: mid-term outcomes of a community case management program in Cameroon, Long-term impact of integration of household water treatment and hygiene promotion with antenatal services on maternal water treatment and hygiene practices in Malawi, Increasing safer sexual behavior among Lao kathoy through an integrated social marketing approach, Putting health metrics into practice: using the disability-adjusted life year for strategic decision making, Social franchising of TB care through private GPs in Myanmar: an assessment of treatment results, access, equity and financial protection, A randomized community trial of enhanced family planning outreach in Rakai, Uganda, Social marketing analysis of 20 years of hand hygiene promotion, Infection Control and Hospital Epidemiology, Targeted interventions of the Avahan program and their association with intermediate outcomes among female sex workers in Maharashtra, India, Reduction of childhood malaria by social marketing of insecticide-treated nets: a case-control study of effectiveness in Malawi, What is and what is not social marketing: the challenge of reviewing the evidence, Review of DFID Approach to Social Marketing, The impact on condom use of the “100% Jeune” social marketing program in Cameroon, The effectiveness of targeted social marketing to promote adolescent reproductive health: the case of Soweto, South Africa, Journal of HIV/AIDS Prevention and Education for Adolescents and Children, Scripted messages delivered by nurses and radio changed beliefs, attitudes, intentions, and behaviors regarding infant and young child feeding in Mexico, Distribution systems of insecticide-treated bed nets for malaria control in Rural Burkina Faso: Cluster-Randomized Controlled Trial, Development assistance for health: trends and prospects, Preparing for the scale-up of rotavirus vaccine introduction in Africa: establishing surveillance platforms to monitor disease burden and vaccine impact, Knowledge, stigma, and behavioral outcomes among antiretroviral therapy patients exposed to Nalamdana’s Radio and Theater Program in Tamil Nadu, India.