Curtis Valerie A, Garbrah-Aidoo Nana, Scott Beth
Hygiene Centre, Department of Infectious and Tropical Diseases, London School of Hygiene and Tropical Medicine, London, England, UK. val.
Am J Public Health. 2007 Apr;97(4):634-41. doi: 10.2105/AJPH.2006.090589. Epub 2007 Feb 28.
Skill in marketing is a scarce resource in public health, especially in developing countries. The Global Public-Private Partnership for Handwashing with Soap set out to tap the consumer marketing skills of industry for national handwashing programs. Lessons learned from commercial marketers included how to (1) understand consumer motivation, (2) employ 1 single unifying idea, (3) plan for effective reach, and (4) ensure effectiveness before national launch. After the first marketing program, 71% of Ghanaian mothers knew the television ad and the reported rates of handwashing with soap increased. Conditions for the expansion of such partnerships include a wider appreciation of what consumer marketing is, what it can do for public health, and the potential benefits to industry. Although there are practical and philosophical difficulties, there are many opportunities for such partnerships.
营销技能在公共卫生领域是一种稀缺资源，在发展中国家尤其如此。全球用肥皂洗手公私伙伴关系组织着手利用企业的消费者营销技能来开展国家洗手项目。从商业营销人员身上吸取的经验教训包括如何：（1）了解消费者动机；（2）采用一个统一理念；（3）规划有效覆盖范围；（4）在全国推广前确保有效性。首个营销项目开展后，71%的加纳母亲看过电视广告，用肥皂洗手的报告率有所上升。扩大此类伙伴关系的条件包括更广泛地认识到什么是消费者营销、它能为公共卫生做什么以及给企业带来的潜在益处。尽管存在实际和理念上的困难，但此类伙伴关系仍有很多机会。
