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Am J Health Behav. 2008 Sep-Oct;32(5):488-96. doi: 10.5555/ajhb.2008.32.5.488.

Health education and marketing processes: 2 related methods for achieving health behavior change.

Author information

  • 1Office of Health Informatics, Division of Health Education, Texas A&M University, College Station, TX 77843, USA. mstell@hlkn.tamu.edu

Abstract

OBJECTIVE:

To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing.

METHOD:

Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health education needs assessments.

RESULTS:

Core health-marketing concepts are proposed along with 4 recommendations for future marketing activities in health education.

CONCLUSION:

To facilitate an advance in health education process and practice, scholars and practitioners should adopt a more consumer-centered, marketing mind-set.

PMID:
18241133
[PubMed - indexed for MEDLINE]
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