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

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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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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 › Medicine › Public Health, Environmental and Occupational Health › Public Health Policies and Education
Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Health Sciences › Medicine › Public Health, Environmental and Occupational Health › 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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