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    Manager Journal
    Home»2017»The changing nature of innovation-based social marketing programs – the case of health promotion programs
    2017

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

    Viorel MihăilăBy Viorel MihăilăApril 16, 2021Updated:October 15, 2021No Comments1 Min Read
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     Pages: 176-184

    Introduction. 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.

    Aim of the study. 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?

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

    JEL Classification: D91, I12, M31

    Full text sources
    behavioral economics health economics health literacy social marketing
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    Viorel Mihăilă

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