Royal Society for Public Health, 52 Brushfield Way, Knaphill, Woking, Surrey, GU21 2TQ, UK.
Perspect Public Health. 2009 Nov;129(6):268-71. doi: 10.1177/1757913909347666.
The urgency and scale of contemporary health challenges are enormous. The review It's Our Health! published in 2006 found that social marketing had considerable potential to increase the effectiveness of health improvement work, with the intention that it should build on core health promotion principles and not replace them. Health promotion has, however, lost its focus and identity in recent years in some parts of the country, partly due to repeated organizational change, and it has suffered from a lack of proactive workforce development. Over the last year, the National Social Marketing Centre (NSMC) and the Shaping the Future of Health Promotion Collaboration (StFofHP), hosted by the Royal Society for Public Health (RSPH), have explored the relationship between social marketing and health promotion and led a debate with stakeholders. A Delphi consultation with an expert panel drawn from specialists and strategic leaders in several settings, and the academic community, is currently under way and will report in the autumn. Findings so far emphasize the wide variation in understanding and interpretation of the two skill sets, much confusion about definitions and what added value both health promotion and social marketing bring to health improvement. Some of the distinctive contributions of both are described in this paper.
当代健康挑战的紧迫性和规模是巨大的。2006 年发表的评论《我们的健康！》发现，社会营销具有显著提高健康改善工作效果的潜力，其意图是建立在核心健康促进原则的基础上，而不是取代这些原则。然而，近年来，在该国的一些地区，健康促进已经失去了焦点和身份，部分原因是反复的组织变革，而且由于缺乏积极主动的劳动力发展，它也受到了影响。在过去的一年里，国家社会营销中心（NSMC）和由皇家公共卫生学会（RSPH）主办的塑造健康促进的未来合作关系（StFofHP）探索了社会营销与健康促进之间的关系，并与利益相关者进行了辩论。目前正在对来自多个环境的专家和战略领导人以及学术界的专家小组进行德尔菲咨询，并将在秋季报告结果。到目前为止的调查结果强调了对这两种技能的理解和解释存在广泛的差异，对定义和健康促进和社会营销对健康改善带来的附加值存在很多混淆。本文描述了这两者的一些独特贡献。
