Unique Improvements, PO Box 85, Liverpool L36 4WY, UK.
Public Health. 2009 Sep;123 Suppl 1:e1-5. doi: 10.1016/j.puhe.2009.07.010. Epub 2009 Sep 9.
To offer the opportunity to discuss the positive contribution of co-production approaches in the field of social marketing.
Recognizing the ever-evolving theoretical base for social marketing, this article offers a brief commentary on the positive contribution of co-production approaches in this field. The authors outline their own move towards conceptualizing a community-led social marketing approach and describe some key features. This developing framework has been influenced by, and tested through, the Early Presentation of Cancer Symptoms Programme, a community-led social marketing approach to tackle health inequalities across priority neighbourhoods in North East Lincolnshire, UK.
A blend of social marketing, community involvement and rapid improvement science methodologies are drawn upon. The approach involves not just a strong focus on involving communities in insight and consultation, but also adopts methods where they are in charge of the process of generating solutions.
A series of monthly and pre/post measures have demonstrated improvements in awareness of symptoms, reported willingness to act and increases in presentation measured through service referrals. Key features of the approach involve shared ownership and a shift away from service-instigated change by enabling communities 'to do' through developing skills and confidence and the conditions to 'try out'.
The approach highlights the contribution that co-production approaches have to offer social marketing activity. In order to maximize potential, it is important to consider ways of engaging communities effectively. Successful approaches include translating social marketing methodology into easy-to-use frameworks, involving communities in gathering and interpreting local data, and supporting communities to act as change agents by planning and carrying out activity. The range of impacts across organisational, health and social capital measures demonstrates that multiple and longer-lasting improvements can be achieved with successful approaches.
提供一个机会，讨论共同生产方法在社会营销领域的积极贡献。
认识到社会营销的理论基础不断发展，本文简要评论了共同生产方法在该领域的积极贡献。作者概述了他们自己在概念化社区主导的社会营销方法方面的举措，并描述了一些关键特征。这一不断发展的框架受到了英国东北林肯郡通过社区主导的社会营销方法解决优先社区健康不平等问题的早期癌症症状表现计划的影响，并通过该计划进行了测试。
借鉴了社会营销、社区参与和快速改进科学方法的融合。该方法不仅非常注重让社区参与洞察和咨询，还采用了让社区负责生成解决方案的方法。
一系列月度和预/后措施表明，对症状的认识、报告的行动意愿以及通过服务转介衡量的就诊率都有所提高。该方法的关键特征包括共同所有权和通过培养技能和信心以及创造“尝试”的条件，使社区摆脱由服务引发的变革的转变。
该方法强调了共同生产方法对社会营销活动的贡献。为了最大限度地发挥潜力，重要的是要考虑如何有效地吸引社区参与。成功的方法包括将社会营销方法转化为易于使用的框架，让社区参与收集和解释当地数据，并支持社区作为变革推动者，通过规划和开展活动来行动。组织、健康和社会资本措施方面的一系列影响表明，成功的方法可以实现多种和更持久的改进。
