Health Education and Marketing Processes: 2 Related Methods for Achieving Health Behavior Change

Michael Stellefson

9 citations0/0 files storedAmerican Journal of Health Behavior

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Behavioral Health and Interventions Public Health Policies and Education Media Influence and Health

Abstract

OBJECTIVE: To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing. METHOD: Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health education needs assessments. RESULTS: Core health-marketing concepts are proposed along with 4 recommendations for future marketing activities in health education. CONCLUSION: To facilitate an advance in health education process and practice, scholars and practitioners should adopt a more consumer-centered, marketing mind-set.

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