Loss J, Nagel E
Institut für Medizinmanagement und Gesundheitswissenschaften Universität Bayreuth.
Gesundheitswesen. 2010 Jan;72(1):54-62. doi: 10.1055/s-0029-1241890. Epub 2009 Nov 12.
SOCIAL MARKETING - SEDUCTION WITH THE AIM OF HEALTHY BEHAVIOR? Social marketing is the use of marketing principles to design and implement programs that promote socially beneficial behaviour change. Contrary to the marketing of consumption goods, social marketing does not deal with material products, but with behaviour, e. g. not smoking. This 'product' has a basic benefit (i. e. reduction of health risks in the long run), which is, however, difficult to convey. Therefore, the intended change in behaviour has to be related to a further reward which consists of symbolic goods, e. g. social appreciation or a better body feeling. The communication policy is essential for information on and motivation for the preventive issue. Social marketing campaigns whose development and management follow the principles of classical marketing can render preventive efforts more effective. In addition, social marketing can lead to a better quality management as compared to conventional preventive activities. These advantages can be explained by a) tailoring the campaign more specifically to the target group's needs and motives, b) presenting health risks more convincingly, and c) continuously analysing and evaluating the campaign and its effects. On the other hand, the marketing of preventive aims through mass media can bear several risks, as exemplified by different national and international public health campaigns. The necessity to communicate briefly and succinctly can lead to misleading simplifications and, in case of cancer screening, to the trivialization of a behaviour's consequences and adverse effects. Also, many campaigns do not intend to educate and inform, but try to persuade target persons of a certain behaviour, using emotions such as fear. This has led to social marketing being criticized as manipulation. Sometimes, social marketing campaigns cause stigma and discrimination of certain population subgroups, e. g. obese or HIV-positive people. Health promoters who plan mass media campaigns can be recommended to follow marketing principles in order to improve the campaign's impact. However, they should also consider possible adverse effects of the communication strategy on the social perception of health behavior, health risks and the responsibility of certain subgroups.
社会营销——旨在促进健康行为的诱惑手段？社会营销是运用营销原则来设计和实施旨在推动具有社会效益的行为改变的项目。与消费品营销不同，社会营销不涉及物质产品，而是关乎行为，例如戒烟。这种“产品”具有一项基本益处（即从长远来看降低健康风险），然而，这一益处却难以传达。因此，预期的行为改变必须与由象征性物品构成的进一步奖励相关联，例如社会认可或更佳的身体感受。传播策略对于预防问题的信息传递和激励而言至关重要。其发展和管理遵循经典营销原则的社会营销活动能够使预防工作更具成效。此外，相较于传统的预防活动，社会营销能够带来更高的质量管理水平。这些优势可以通过以下几点来解释：a）使活动更具体地贴合目标群体的需求和动机；b）更有说服力地呈现健康风险；c）持续分析和评估活动及其效果。另一方面，通过大众媒体进行预防目标的营销可能存在若干风险，不同国家和国际公共卫生活动便是例证。简洁明了地进行传播的必要性可能导致误导性的简化，在癌症筛查的情况下，还会导致对行为后果和不良影响的轻视。而且，许多活动并非旨在教育和提供信息，而是试图利用恐惧等情绪来说服目标人群采取某种行为。这导致社会营销被批评为操纵手段。有时，社会营销活动会引发对某些人群亚组的污名化和歧视，例如肥胖者或艾滋病毒呈阳性者。可以建议策划大众媒体活动的健康促进者遵循营销原则，以提高活动的影响力。然而，他们也应考虑传播策略对健康行为、健康风险以及某些亚组的责任的社会认知可能产生的不利影响。
