Social marketing: A tool for health education

Objective: To list the features of social marketing, speculate as to why he alth, educators have not embraced it more, and suggest future applications. Methods: Although social marketing has been available as a health educatio n tool for more than a decade, its incorporation in program planning and ex ecution is still a rare phenomenon. some of the apparent reluctance to empl oy it may be due to health educators' lack of a clear understanding of its customer-driven nature, the segmentation of audiences, competing behaviors, and key intervention components (product, price, place, and promotion). Re sults: Previous social marketing interventions have resulted in significant health behavior and social change in groups often described as "hard-to-re ach," Conclusion: Improved understanding of social marketing's elements and more experience with its application equip health educators with a valuabl e intervention tool.