Health marketing

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Health marketing is an 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.[1] 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 "4Ps" 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.

Medical marketing in the private sector[edit]

Health marketing or Medical Marketing is a specialized branch of marketing. Medical marketing was born from the necessity for private health professionals to attract new patients, the characteristics of the health market makes it a unique kind of marketing. Medical marketing is usually a business to consumer (B2C) service. Doctors using this type of marketing usually offer beauty related services, such as aesthetic medicine, plastic surgery, dental surgery or dermatology.


In many countries it is forbidden to pay for advertising of medical procedures, specially in aesthetics and plastic surgery. Showing "before and after" pictures or making references to someone’s body type can be seen as harmful for society.

The solution for a health care professional or a medical marketing agency is Instagram marketing since nowadays it remains unregulated, being one of the fastest growing social media, gives doctors an opportunity to acquire new patients through Instagram Marketing.

See also[edit]


  1. ^ "What is Health Marketing? | Gateway to Health Communication | CDC". 2017-02-23. Retrieved 2017-11-20.

External links[edit]