NSE 31A/B Chapter Notes - Chapter 5: Flu Season, Consumer Futures, Health Promotion
6 Dec 2017
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Week 5: health literacy health education and health communication. Influenza vaccine use among health care workers: social marketing, policy, and ethics. Public health authorities regularly recommend that health care workers receive influenza vaccine annually to protect themselves, coworkers, patients, and others from the potentially serious health consequences of influenza. This leads to the use of social marketing to inform the development of upstream"" policy interventions in public health and discusses the ethical context of this approach. Interventions developed out of a social marketing framework typically employ extensive formative research and audience segmentation. The framework also stresses the use of exchange theory, consumer orientation, competition, The marketing mix,"" and continuous monitoring as fundamental to the process. Thus, products"" resulting from the social marketing process undergo design steps intended to assure value"" to the specific target audience. Smith offers a framework (figure 1) for avoiding situations that may lead to ethical missteps.
