Takahiro Kiuchi1), Miki Akiyama2), Yoko Uryuhara3), Tsuyoshi Okuhara1), Takeo Nakayama4), Masaaki Matoba5)
1)Department of Health Communication, Graduate School of Medicine, The University of Tokyo, 2) Faculty of Environmental and Information Studies, Keio University, 3) Doshisha University, Faculty of Commerce･The Social Marketing Research Centre, Doshisha University , 4) Department of Health Informatics, Graduate School of Medicine, Kyoto University, 5) School of Nursing and Rehabilitation Sciences, Showa University
Takahiro Kiuchi1),Takeo Nakayama2)
1) Department of Health Communication, Graduate School of Medicine, The University of Tokyo 2) Department of Health Informatics, Graduate School of Medicine, Kyoto University
Department of Health Communication, School of Public Health, Graduate School of Medicine, The University of Tokyo
Marketing is a strategic activity by profit-making companies to facilitate behavioral change in customers to voluntarily purchase their products or services. In marketing, it is necessary to determine the target population for selling (target market), create an image of the product or service that is suitable for the target market (positioning), then prepare the 4Ps of marketing (Product, Price, Promotion, and Place) according to the results of marketing research. Social marketing is a strategic activity undertaken by public and non-profit organizations to facilitate change in people’s behavior for the benefit of society as a whole. Social marketing in the field of health is called health marketing. A current major challenge in public health in Japan is the prevention of lifestyle-related diseases, such as cancers, neurovascular diseases, and cardiovascular diseases. Therefore, social marketing, instead of the use of legislation to manage acute infectious diseases and education to prevent occupational injuries in the past, should be applied as a countermeasure for lifestyle-related diseases. I believe that health marketing is one of the most important concepts for public health now and in the future.
Doshisha University, Faculty of Commerce,The Social Marketing Research Centre, Doshisha University
In social marketing, it is important that behavioural change actually occurs, and that social value is created. Social value can be defined as “influencing behaviours that benefit individuals and communities for the greater social good”. This paper first presents an overview of the history, definition, essential elements, processes, measures, and development procedures of social marketing. Three case studies are then described, which were designed and implemented on the basis of Lee and Kotler’s model, with the goal of “behaviour change towards expressing willingness to donate organs or not”. The key to social implementation is the application of the 8 Benchmark Criteria. The case studies suggest that it is important to conduct sufficient formative research, to create new value from the insights of the target audience, to develop a plan on the basis of the most appropriate theory for the situation, and to co-create the plan with diverse stakeholders.
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