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Cited by 640Public Health Policies and EducationBehavioral Health and InterventionsCommunity Health and Development

Social Marketing and Public Health Intervention

Craig Lefebvre, R., Flora, June A.·1988·Health Education Quarterly
DOI 10.1177/109019818801500305
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Abstract

The rapid proliferation of community-based health education programs has out- paced the knowledge base of behavior change strategies that are appropriate and effec tive for public health interventions. However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap. This article discusses eight essential aspects of the social marketing process: the use of a consumer orientation to develop and market intervention techniques, ex change theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, the use of formative research in program design and pretesting of intervention materials, channel analysis for devising distribution systems and promotional campaigns, employment of the "marketing mix" concept in intervention planning and implementation, development of a process tracking system, and a management process of problem analysis, planning, implementation, feedback and control functions. Attention to such variables could result in more cost-effective programs that reach larger numbers of the target audience.

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Crossref · 10.1177/109019818801500305

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  • This is a major premise of social marketing, which uses a consumer orientation to behavior change: incorporation of research from the target population, testing of different strategies and channels of delivery, and integration of marketing principles into the intervention.

    “This is a major premise of social marketing, which uses a consumer orientation to behavior change: incorporation of research from the target population, testing of different strategies and channels of delivery, and integration of marketing principles (eg, product, place, promotion) into the intervention.67”

    From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [67]

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Authors
Craig Lefebvre, R., & Flora, J. A.
Affiliations
  • Pawtucket Heart Health Program, Division of Health Education, Memorial Hospital of Rhode Island, Pawtucket, RI, Department of Community Health at Brown University, Providence, RI
  • Stanford University (US)
ORCID
Flora, June A.
Venue
Health Education Quarterly
Publisher
SAGE Publications
Published
1988-09
Volume
15
Issue
3
Pages
299-315
ISSN
0195-8402 (ISSN-L)
DOI
10.1177/109019818801500305
OpenAlex
W1985883274
Cited by
640
References
29
Citations by year
2026: 4 · 2025: 6 · 2024: 5 · 2023: 9 · 2022: 17 · 2021: 24 · 2020: 20 · 2019: 23 · 2018: 18 · 2017: 20 · 2016: 31 · 2015: 47 · 2014: 26 · 2013: 44 · 2012: 30
FWCI
32.09
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Health Education Quarterly (publishedVersion)
  • PubMed (publishedVersion)
Topics
  • Health Sciences › Health Professions › General Health Professions › Public Health Policies and Education
  • Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
  • Health Sciences › Health Professions › General Health Professions › Community Health and Development
Keywords
social marketing, public health interventions, behavior change strategies, community health education, social exchange theory, audience segmentation, formative research, channel analysis, marketing mix, program evaluation, program management, cost-effectiveness
MeSH terms
Health Promotion, Marketing of Health Services, Public Health, Regional Medical Programs, Program Evaluation

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