Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society." (Kotler & Andreasen as quoted by Weinreich, 2006, par. 2). In every marketing campaign, the most important sources of data to examine are the elements of the marketing mix: product, price, promotion, and place. For social marketing campaigns, the following elements are added: public, partnership, policy and purse strings (Weinreich, 2006, pars. 4 – 11).
Under health care, a social marketing campaign considers any of the wide range of products offered by health care institutions. Physical products come in the form of medicines, prosthetics, and other tangible health products. Health care also offers services ranging from diagnostic, laboratory, therapeutic examinations. Other products are likewise enumerated: “practices (e.g., breastfeeding, ORT or eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection)” (Weinreich, 2006, par. 4).
The price is the cost for designing and implementing the social marketing campaigns. The place is the target market for the campaign. The promotion “consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. The focus is on creating and sustaining demand for the product” (Weinreich, 2006, par. 6).
The other critical sources of data for the campaign are: publics (internal and external groups directly involved in the campaign); partnerships (affiliated organizations that team up to organize the campaign); policy (governing rules supporting the social marketing program); and purse strings (“funds provided by sources such as foundations, governmental grants or donations” (Weinreich, 2006, par. 11)).
Coye, Foege, & Roper (1994) identified leadership traits required in public health to ensure the development of health objectives in one’s community, to wit: “the