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APHA Scientific Session and Event Listing

Recorded presentation

Ed Maibach, PhD, MPH, Public Health Communication and Marketing Program, George Washington University, 2175 K Street, Suite 700, Washington, DC 20037, 202-467-2286, emaibach@gwu.edu

There is an emerging consensus in public health that ecological models offer a robust means for understanding – and putatively influencing – health and health behaviors. In essence, ecological models suggest the importance to health of both people (i.e., individuals themselves; members of their social networks; and the populations of which they are a member) and places (i.e., the physical environments in which people live, work, etc.; the laws and policies that regulate these environments; the availability of health-relevant products and services in these environments; and the media and cultural messages present).

There is also an emerging consensus that both communication and marketing are important strategies for advancing a wide variety of public health objectives. A framework for understanding and harnessing the potential of communication (i.e., the strategic provision of information) and marketing (i.e., the strategic development and distribution of products or services) in a manner consistent with ecological models of health will be presented. Through discussion with other panel members, and audience participants, we will explore the relevance of the framework for management decisions faced by public health organizations, large and small.

Learning Objectives:

• Participants will understand the relevance and potential of marketing and communications for public health organizations
• Participants will learn how the power of marketing and communications can be further leveraged for public heath
• Participants will examine two examples to learn about the details of social marketing campaigns
• Participants will examine an example and learn how marketing principles can be used to launch new public health interventions

Keywords: Marketing, Communication

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation