Health Communication and Social Marketing
Health communication is defined as the study and use of communication strategies to inform and influence individual and community decisions that enhance health (NCI 2001) .
- The scope of health communication includes disease prevention, health promotion, health care policy, and the business of health care as well as enhancement of the quality of life and health of individuals within the community.
- Health communication considers a variety of channels to deliver its targeted or tailored messages to specific segments among varied audiences, including individuals, communities, health professionals, special groups, and policy makers.
Social marketing is the use of strategic marketing practices “…to influence social behaviors not to benefit the marketer, but to benefit the target audience” (Kotler & Andreasen, 2003).
- Social marketing is customer centered and focuses on three major decisions: segmentation, targeting, and positioning. Guided by these decisions, the “marketing mix” (or 4 Ps of marketing: place, price, product and promotion) is developed to produce the desired responses in the target markets.
- Eight established benchmark criteria have been widely accepted as essential components of social marketing efforts: consumer orientation, insight, behavioral objectives, segmentation, exchange, competition, marketing mix, and theory.
Task Force Recommendations and Findings
This table lists an intervention reviewed by the Community Guide, with a summary of the Task Force finding (definitions of findings). Click on an underlined intervention title for a summary of the review.
|Intervention||Task Force Finding|
|Health Communication Campaigns That Include Mass Media and Health-Related Product Distribution||Recommended
Related Task Force Recommendations and Findings
The following interventions, related to health communication campaigns, are separated by strategy. They can also can be found on the associated topic pages.
Referenced DocumentsKotler P, Andreasen A. Strategic marketing for nonprofit organizations (6th edition). New York: Prentice-Hall; 2003.
The findings and conclusions on this page are those of the Community Preventive Services Task Force and do not necessarily represent those of CDC. Task Force evidence-based recommendations are not mandates for compliance or spending. Instead, they provide information and options for decision makers and stakeholders to consider when determining which programs, services, and policies best meet the needs, preferences, available resources, and constraints of their constituents.
The content of publications of the Guide to Community Preventive Services is in the public domain. Citation as to source, however, is appreciated. Sample citation: Guide to Community Preventive Services. Health communication and social marketing. www.thecommunityguide.org/healthcommunication/index.html. Last updated: MM/DD/YYYY.