Analysis And Comment Health education

What social marketing can do for you

BMJ 2006; 332 doi: (Published 18 May 2006) Cite this as: BMJ 2006;332:1207

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Getting patients to adopt healthier behaviour can feel like an uphill struggle. One way to improve your success may be to use commercial strategies for influencing consumers. W Douglas Evans looks at the evolution of social marketing in health care while Gerard Hastings and Laura McDermott examine strategies in practice

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