Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

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Double Blind Review Evaluation

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ISSN-L 1453-0503
ISSN (e) 2286-170X
ISSN (p) 1453-0503

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The changing nature of innovation-based social marketing programs - the case of health promotion programs.

 

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  1. Authors:
      • Ph. D. Visiting Prof. Viorel Mihăilă, email: viorel.mihaila@faa.unibuc.ro, Afiliation: University of Bucharest, Faculty of Business and Administration, Romania

    Pages:
      • 176|184

  2. Keywords: social marketing, health economics, behavioral economics, health literacy

  3. Abstract:
    Social marketing favoured, since its inception, the field of health promotion - designing programs to help change unhealthy behaviours was one of the primary drivers of this area of practice. On the other hand, the need to have a better-informed citizenry on medical and health-related issues was a constant requirement of the medical professional - better informed and knowledgeable people would more easily “adhere” to the social marketing programs. The health literacy imperative is today outpaced by the advance of the Internet-based technologies - Google health search solutions, Microsoft specific products targeting patients or IBM’s Dr Watson suite. Based on this disrupting innovation which involves the realm of the patient-doctor relationship, how shall social marketing programs innovate?

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