Health education and marketing processes: 2 related methods for achieving health behavior change
Stellefson, M.; Eddy, J.M.
American journal of health behavior 32(5): 488-496
2008
ISSN/ISBN: 1087-3244 PMID: 18241133 Document Number: 198718
To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing. Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health education needs assessments. Core health-marketing concepts are proposed along with 4 recommendations for future marketing activities in health education. To facilitate an advance in health education process and practice, scholars and practitioners should adopt a more consumer-centered, marketing mind-set.