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The changing nature of innovation-based social marketing programs - the case of health promotion programs

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  • Viorel Mihaila

    (University of Bucharest, Faculty of Business and Administration, Romania)

Abstract

Social marketing favoured, since its inception, the field of health promotion - designing programs to help change unhealthy behaviours was one of the primary drivers of this area of practice. On the other hand, the need to have a better-informed citizenry on medical and health-related issues was a constant requirement of the medical professional - better informed and knowledgeable people would more easily “adhere” to the social marketing programs. The health literacy imperative is today outpaced by the advance of the Internet-based technologies - Google health search solutions, Microsoft specific products targeting patients or IBM’s Dr Watson suite. Based on this disrupting innovation which involves the realm of the patient-doctor relationship, how shall social marketing programs innovate?

Suggested Citation

  • Viorel Mihaila, 2017. "The changing nature of innovation-based social marketing programs - the case of health promotion programs," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 25(1), pages 176-184, May.
    • Handle: RePEc:but:manage:v:25:y:2017:i:1:p:176-184
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    References listed on IDEAS

    as
    1. Bang Viet Nguyen & Frada Burstein & Julie Fisher, 2015. "Improving service of online health information provision: A case of usage-driven design for health information portals," Information Systems Frontiers, Springer, vol. 17(3), pages 493-511, June.
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