165521 Changing places: Marketing health takes more than persuasion

Monday, November 5, 2007: 3:10 PM

Robert J. Gould, PhD , Brodeur Shift Positive, Washington, DC
Perhaps because we spend so much of our formative research resources trying to “get the message right,” many of us have come to believe that our work is done when the focus groups say “yes” to a theme line or other communications concepts meant to inform, attract and motivate people to change their health behavior. But now let's look at the real world. Or better put, let's just look around. If the clinics are ten miles away, if riding your bike to work represents a daily survival challenge or if your kids' eyes are bombarded by trans fat temptations on every trip to the supermarket, your well-tested messages may not get you very far in changing the behaviors of your target audience and delivering the better health outcomes you are seeking. Great marketing has always been about shaping peoples' experiences, not just their mindsets. Great social marketing should do the same. Dr. Gould's presentation will describe how the social marketing can take a more “holistic” approach to changing both people and places to achieve greater success.

Learning Objectives:
1. Participants will understand the relevance and potential of health marketing for public health organizations 2. Participants will learn how non traditional elements of marketing can be leveraged for public heath 3. Participants will examine examples to learn about the details of social marketing campaigns and evaluation 4. Participants will learn through examples how marketing principles can be used to launch new public health interventions

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.