Using formative research to conceptualize and develop a marketing plan forstudent health services

Authors
Stephenson, MT
Citation
Mt. Stephenson, Using formative research to conceptualize and develop a marketing plan forstudent health services, J AM COLL, 47(5), 1999, pp. 237-239
Citations number
6
Categorie Soggetti
Public Health & Health Care Science
Journal title
JOURNAL OF AMERICAN COLLEGE HEALTH
ISSN journal
07448481 → ACNP
Volume
47
Issue
5
Year of publication
1999
Pages
237 - 239
Database
ISI
SICI code
0744-8481(199903)47:5<237:UFRTCA>2.0.ZU;2-#
Abstract
Conceptualization and development of a health services awareness campaign a t the University of Kentucky followed the steps in a communication process called formative research. Preproduction surveys and subsequent testing of possible initiatives led to creation of a popular video featuring the unive rsity mascot that is being used in new-student orientation.