Lecture 8 Flashcards
Marketing and exchange
Traditional: money (price) exchanged for new car (benefit)
Health marketing: time of travel to health center (price) is exchanged for blood pressure screening (benefit)
Social marketing
= adaptation of commercial marketing techniques to achieve social goals
- Treating behaviour as a product
8 P’s of social marketing
- Product
- Price= financial cost, effort, time
- Place
- Promotion
- Publics
- Partnerships
- Policy
- Purse strings
is Social media marketing?
Is not social marketing, it is a tactic for social marketing
Advantages= huge reach, easy to digest, very targeted, spread info quickly, can use an influencer to promote behaviour change, social support
Disadvantages= misinformation, influencers (promoting products etc.), money is a big motivator for people
Current technologies
Fitness trackers, activity trackers, apps, games
- benefits and evidence?
- Can reach people in their own environment, where the behaviours happen
- Feedback and monitoring behaviours
Evidence for “e-health” is not definitive
Just because you have a fitness tacker on, does not mean behaviour will be influenced
Most effective interventions:
- Using a theory
- Targeting a single behaviour
- Using many behaviours change techniques
- Feedback
Health e-steps:
Canadian app, gets people to track their steps
Health apps concerns
privacy, data can be used for other things? long-term funding is hard
cost (digital divide)
long term engagement (apps from app store lose 80% of users within a few days)
evidence based?’
