Department of General Internal Medicine, University of Texas MD Anderson Cancer Center, Houston, TX, USA.
Osteoporos Int. 2011 Aug;22 Suppl 3:461-3. doi: 10.1007/s00198-011-1699-6. Epub 2011 Aug 17.
Social marketing uses marketing techniques to promote healthy attitudes and behaviors. As in traditional marketing, the development and implementation of social marketing programs is based on the four P's: product, price, place, and promotion, but it also incorporates the partnership and participation of stakeholders to enhance public health and engage policy makers.
The "product" in social marketing is generally a behavior, such as a change in lifestyle (e.g., diet) or an increase in a desired health practice (e.g., screening). In order for people to desire this product, it must offer a solution to a problem that is weighed with respect to the price to pay. The price is not just monetary, and it often involves giving something up, such as time (e.g., exercising) or a wanted, satisfying behavior (e.g., smoking).
In its development phase, social marketing incorporates qualitative methods to create messages that are powerful and potentially effective. The implementation of the programs commonly involves mass campaigns with advertisement in various media.
There have been a few social media campaigns targeting bone health that have been disseminated with substantial outreach. However, these have not been systematically evaluated, specifically with respect to change in behavior and health outcomes.
Future campaigns should identify target behaviors that are amenable to change such as bone mass measurement screening or exercise. Audience segmentation will be crucial, since a message for young women to increase peak bone mass would be very different from a message for older individuals who have just experienced a fracture. Campaigns should involve key stakeholders, including policy makers, health providers, and the public. Finally, success must be carefully evaluated, not just by the outreach of the campaign, but also by a change in relevant behaviors and a decrease in deleterious health outcomes.
目的：社会营销运用市场营销手段来推广健康的态度和行为。与传统营销一样，社会营销计划的制定和实施以四个 P 为基础：产品、价格、地点和促销，同时还结合了利益相关者的合作和参与，以增进公共卫生和推动政策制定。
简介：社会营销中的“产品”通常是一种行为，例如生活方式的改变（例如饮食）或期望健康行为的增加（例如筛查）。为了让人们想要这种产品，它必须提供一个可以解决权衡所付出代价的问题的解决方案。价格不仅是货币，而且通常涉及到放弃一些东西，例如时间（例如锻炼）或想要的、满足的行为（例如吸烟）。
方法：在其发展阶段，社会营销采用定性方法来创建强大且潜在有效的信息。该计划的实施通常涉及使用各种媒体进行大规模的广告宣传活动。
结果：已经有一些针对骨骼健康的社交媒体活动，其传播范围很广。然而，这些活动并没有进行系统评估，特别是在行为和健康结果的改变方面。
结论：未来的活动应该确定可改变的目标行为，例如骨密度测量筛查或运动。受众细分将至关重要，因为针对年轻女性增加峰值骨量的信息与针对刚刚经历骨折的老年人的信息会有很大的不同。活动应该包括关键利益相关者，包括政策制定者、医疗保健提供者和公众。最后，必须仔细评估成功，不仅要评估活动的传播范围，还要评估相关行为的改变和不良健康结果的减少。
