This is the review of this article – https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3562881
Social Marketing In Healthcare By Radha Aras
Social marketing utilizes commercial techniques and principles to elevate the people’s welfare and the social, physical, and economic environment where they live. Social marketing is a carefully planned, sustainable orientation to transforming human conduct (Evans, 2016, Aras, 2011). The stiff market competition between established companies has necessitated the adoption of a responsive marketing strategy that will boost the company’s competitiveness. Aras intended to explore the effectiveness of social marketing in promoting health (2011). For any healthcare program to thrive and succeed, the aspect of consumer participation is critical. The scholar concluded that social marketing was entrenched in four major principles to promote public health.
Aras acknowledged the four principles inspiring social marketing, including product, price, promotion, and place (2011). The four principles guide social marketing to foster social behavior change, eventually leading to improved public health. The social market is beneficial because it influences the larger part of the priority population to participate in healthcare. In addition, social marketing also fosters active behavior change over the long term and promotes positive social transformation.
The Methodology Behind the Study
Aras’ study consisted of secondary research harnessing secondary material to draw logical conclusions (2011). The study utilized relevant literature in marketing and social marketing domains to substantiate how social marketing influences healthcare. Initially, the utilized articles were established via health-oriented indexing services such as Health, Medicine, and Health STAR using marketing in the health sector and social marketing identifiers. Secondary research tends to be vague and general and, therefore, may not help health corporations’ decision-making. In addition, the information used may be obsolete, inaccurate, or even outdated. Many scholars have argued that corporations are not fixed entities because they are dynamic based on the prevailing social, economic, legal, and political circumstances.
The scholarly items that Aras used to synthesize conclusions might be irrelevant to inform contemporary decision-making based on time disparities between the research and today’s research. In addition, many scholars have also argued that the sample utilized in generating the secondary data may be too small to inform generalized conclusions (Morris & Clarkson, 2018). Nonetheless, secondary research allows the researcher to obtain data that is deemed essential based on the research topic under examination. Because the study utilizes already existing data, this implies that the research is conducted quickly and cost-effectively.
The Study Findings
Most of the reviewed sources confirmed that selecting the right product at the right time and place and implementing the responsive promotion strategy materialized the concept of social networking to inform better public health. The finding contended with many scholars who had also anchored social marketing on product, price, promotion, and place intrigues. In addition, Aras found that social marketing must be a systematic orientation to inform the in-depth mastery of health challenges and successfully launch market research to establish a responsive strategy for planning the execution, monitoring, and assessment (2011).
While most scholars had previously premised social marketing on the four principles (product, price, promotion, and place), Aras noted that it should also focus on sustainability elements of communication and product distribution to foster health structures and behaviors and financial flows necessary in ensuring communication and product distribution (2011). The literature review contended that social marketing has reached many audiences and helped improve behavioral outcomes across various public health intervention domains.
References
Aras, R. (2011). Social marketing in healthcare. The Australasian Medical Journal, 4(8), 418.
Evans, W. D. (2016). How social marketing works in health care. BMJ, 332(7551), 1207-1210.
Morris, Z. S., & Clarkson, P. J. (2018). Does social marketing provide a framework for changing healthcare practice? Health Policy, 91(2), 135-141.
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