Assignment:
Can Social Marketing Change Healthcare Behavior?
Good morning class, The age of technology widens the possibilities for changing behavior. E-health interventions, deliver using the Internet and social media (Twitter, Facebook, YouTube, Snapchat and Websites) are increasing common. Social Marketing is a way of planning communication programs, technology, marketing efforts that aim to influence human behavior. In recent times, campaigns have been launched in areas such as health promotion. Examples of these are: anti-smoking, drug abuse, drinking and driving, AIDS, physical fitness, obesity prevention and alcohol abuse. Social marketing uses marketing techniques to generate discussions and promote information, attitudes, values and behavior. By doing so, it helps to create a climate conducive to social and behavioral changes.
What we have seen so far is mobile phones (Smartphone apps) are good candidates for the delivery of behavioral interventions. Connectivity allows the sharing of behavioral and health data among health professionals, patients, family members and relatives which may facilitate behavior change. Many people have been embracing this change - have you seen a behaviorally change in your friends or family members? Video games are another platform for changing dietary behaviors particularly children. The earlier children embrace these changes it will certainly improve health promotion programs in the future.
Researchers should continue exploring how online technologies can be designed to make them maximally effective in the future. Given the high reach and low cost; it is promising in enabling wide access. On the other hand, there has been some "push back" on making changes. Social Marketing campaigns tend to be one-sided exercises in power by government-employed professionals who decide what behaviors are wrong, what behaviors are right, who needs to change, and what they need to know. Only problem is: some citizens detest being given advice by public officials about how they should behave.
Changes on many occasions come about only through an integrative approach. Improving the anti-social behavior of drinkers, for instance, has required collaboration between police, community leaders and licensing authorities; physical re-design of streets; modified management practices; training for staff; advocacy; political leadership; and legislative change. Social marketing has been the least important factor in the mix. Of course there's nothing wrong with social marketing. It's a vital part of the mix. It spreads knowledge, creates interest, helps get people buzzing, and helps spark action so that manufacturers get busy with the work of changing institutions and supporting technological innovation that improve.
Dr. Louison