Mah Manuel W, Deshpande Sameer, Rothschild Michael L
Faculty of Medicine, The University of Calgary, Calgary, Alberta, Canada.
Am J Infect Control. 2006 Sep;34(7):452-7. doi: 10.1016/j.ajic.2005.12.015.
Changing health care worker behaviors is a core function of infection control programs. The social change technologies of education and institutional policy are limited in their capacity to achieve desired behaviors on a sustained basis because they do not address the importance of opportunity and ability in practice enhancement. Social marketing addresses the health care worker's lack of opportunity and ability by offering a bundle of benefits at low cost with high accessibility and by doing this better than the behavioral status quo. This article introduces some social marketing concepts and explicates them in the context of hand hygiene promotion.
改变医护人员的行为是感染控制计划的核心功能。教育和机构政策等社会变革技术在持续实现期望行为方面的能力有限，因为它们没有解决实践强化中机会和能力的重要性问题。社会营销通过以低成本、高可及性提供一系列好处来解决医护人员缺乏机会和能力的问题，并且在这方面比行为现状做得更好。本文介绍了一些社会营销概念，并在手部卫生促进的背景下对其进行阐述。
