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Health marketing is a new, customer-centered, approach to public health promotion that applies traditional marketing principles and theories alongside science-based strategies to protect and promote the health of diverse populations.It involves creating, communicating, and delivering messages for the public on prevention, health promotion and health protection. Health marketing is one of the ways advancements in medicine and in health-protecting services, such as insurance, are made widely known. A good example is the current drive in Kenya to promote circumcision among communities that do not customarily circumcise. Medical researchers have recently documented that circumcision is 65% effective in preventing HIV infection among men.
The marketing strategy would follow the traditional 4 "P's" of marketing namely:
- The "product" in question in this case the surgical procedure.
- The "place" which refers to the access to this procedure.
- "Promotion" refers to creating awareness and hence demand.
- "Price" refers to the cost of the procedure e.g. money, time, reputation etc.
"Health marketing" is a term rarely used in public health and related disciplines. "Social marketing" or "integrated marketing communication" are more commonly used in public health and other disciplines to refer to marketing-based planning frameworks for public health communication.
- "What is Health Marketing? | Gateway to Health Communication | CDC". www.cdc.gov. 2017-02-23. Retrieved 2017-11-20.