The Wisconsin School of Business, University of Wisconsin, Madison, WI 53716, USA.
Prev Chronic Dis. 2010 Sep;7(5):A96. Epub 2010 Aug 15.
Population health can be affected by implementing pay-for-performance measures with key players. From a social marketing perspective, people (both consumers and managers) have choices and will do what they perceive enhances their own self-interest. The bottom-up focus of social marketing begins with an understanding of the people whose behaviors are targeted. Desired behavior results when people perceive that they will get more value than the cost of behaving and when the resulting offer is perceived to be better than what is obtainable through alternative choices. Incentives should be offered to consumers; managers should receive motivation for their own behavior and understand how to motivate relevant consumers. Pay can be monetary or nonmonetary, tangible or intangible. Everyone is paid for performance. Some are paid well enough to behave as desired; others are offered a poor rate of pay and choose not to behave.
人群健康可以通过实施针对主要参与者的按效付费措施来实现。从社会营销的角度来看，人们（包括消费者和管理者）有选择，并且会根据自己的利益来决定行动。社会营销的自下而上的重点始于对目标人群的了解。当人们认为自己的收益大于行为成本，并且所提供的结果比通过其他选择获得的更好时，就会产生期望的行为。应该向消费者提供激励措施；管理者应该为自己的行为获得激励，并了解如何激励相关消费者。薪酬可以是货币或非货币的，有形的或无形的。每个人的绩效都会得到回报。有些人的薪酬足够高，可以按照期望的方式行事；而另一些人则获得低薪酬，因此选择不按照期望的方式行事。
