Scholarly record

SOCIAL MARKETING IN HEALTH BEHAVIOR CHANGE: A PRACTICAL REVIEW

Ana Maria Popescu, Adriana Baban

Abstract

Social marketing is a systematic planning process that imports methods and techniques from commercial marketing as a way to find innovative solutions to social problems and foster voluntary behavior change through active involvement. Still, in Romania, few scientists report its use and it is a pity for both professionals and potential beneficiaries not to engage in, and benefit from, the strategic framework it proposes. In order to bring social marketing closer to our communities, besides local practice examples, a grounded theoretical integration of international know-how and research is needed too. Therefore, the aim of this article is two folded. First, we present the theoretical and strategic concept of social marketing, its common and unique elements that make possible the use of marketing principles for achieving social goals. We then offer benchmark criteria and tools for professionals in order to integrate and put theory to good use in the future. Second, we illustrate social marketing through a school-based intervention program that targeted dietary patterns in Romanian adolescents’ aged 12 to 14 years. Results indicate significant improvements in adolescents’ eating habits and are discussed in the context of developing innovative prevention programs that can foster long term behavior change by implementing the social marketing framework in the school context.

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