“Social marketing” would boost effectiveness of health campaigns, says reportBMJ 2006; 333 doi: https://doi.org/10.1136/bmj.333.7557.10 (Published 29 June 2006) Cite this as: BMJ 2006;333:10
- Adrian O'Dowd
The Department of Health should adopt slick marketing techniques used in advertising to promote public health issues in England, says a report published this week.
The report, from the National Consumer Council, argues that the concept of “social marketing” could help the government improve the efficiency of the NHS and achieve many of its goals in improving public health.
The technique of social marketing requires an organisation, before it launches a campaign, to explore people's motivations and behaviour and consider what would change that behaviour.
The health department commissioned the council's National Social Marketing Centre to carry out an independent review of the technique. The resulting report says that …