Health Sciences 2250A/B Chapter Notes - Chapter 11: Prescription Drug, Psychographic, Health Promotion
8 Feb 2018
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Document Summary
This chapter is for developing consumer based programs and interventions. Social marketing: uses marketing principles to design programs that facilitate voluntary behaviour change for the purpose of improved personal or societal well being: commercial marketing: set of processes for creating, communicating, and delivering value to customers. 6 key areas that make this approach unique from other planning approaches: consumer orientation, audience segmentation, exchange theory, the marketing mix, competition, and continuous monitoring. Marketing is a consumer based planning approach: provide priority population with opportunities and choices aka products, different from educational/communication campaigns or other persuasion techniques to facilitate the behaviour change, different than advocating for and enacting laws. Exchange theory: there are buyers who have needs and sellers who have products that can fill those needs. Seller has to offer a product to the buyer that meets the need at a price he/she is willing to pay. Priority population = buyer, consumer, target audience, market.
