253946 Community-Based Prevention Marketing: An Emerging Framework

Monday, October 31, 2011: 11:10 AM

Kelli McCormack Brown, PhD, CHES , Dean for Academic Affairs, Professor, College of Health and Human Performance, University of Florida, Gainesville, FL
Community-based prevention marketing (CBPM) is an innovative framework that is rooted in the principle of engaging the strengths of community members and university-based researchers. A fundamental approach is using social marketing, which can be distinguished from other health promotion approaches by its conceptual framework -marketing mix (4 Ps), satisfying exchanges, competitive analysis, audience segmentation, and formative/audience research. CBPM blends social marketing techniques with community organization and participation principles to design or tailor, implement evaluate, translate and disseminate public health interventions among selected audience segments. This presentation will highlight the theoretical constructs of the community-based prevention framework and present examples of its application to various demonstration projects.

Learning Areas:
Public health or related education

Learning Objectives:
1. Describe how social marketing has been effectively used to change behavior. 2. Explain how CBPM can be used to empower a community to affect health behavior change.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: She worked on projects in which social marketing has been used in community and school settings. She was the principal investigator for Florida's statewide social marketing campaign, Florida Cares for Women, to increase breast and cervical cancer screening utilization, and worked with the Seminole women of Florida in developing culturally appropriate breast and cervical cancer materials. She has been a principal investigator or co-principal investigator on more than $7.5 million of federal and state grants.
Any relevant financial relationships? No

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.