Perspectives on Business Management, Economics & Information Technology (PBMEIT) Now also covers research on Psychology

PBME Volume II ISBN: 978-81-947738-1-8

USE OF SOCIAL MARKETING IN THE PUBLIC HEALTH SECTOR

Author(s): MANJU M. KAIMAL & DR. SAJOY P.B.

Abstract

Social marketing is a process by which commercial marketing tools and techniques are used for achieving various social objectives. Social marketing aims at voluntarily changing human behavior for social benefit. In order to influence human behavior, the principles and techniques of traditional marketing are applied to create, communicate, and deliver value ridden messages/information to the target population. Like traditional marketing, social marketing also uses the marketing mix strategies of product, price, place, and promotion (4Ps) to achieve its targets.

Social marketing has always been used as an effective tool for influencing the health-related behavior of the public. It has, in the past, been used to promote awareness against smoking, promote vaccination programs, promote family planning, etc. Hence, social marketing techniques have a significant role to play in the public health system. During the current outbreak of the COVID-19 pandemic, social marketing techniques have been extensively used by government agencies to promote awareness among people regarding the measures to be adopted to prevent the spread of COVID-19.

Keywords: Social Marketing, Marketing Mix, 4P, Public Health, COVID-19

JEL Classification: M31, I18

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