Marketing principle behavior medicine an overview
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MARKETING PRINCIPLE & BEHAVIOR MEDICINE : an overview. FOCUS. Behaviour Medicine Marketing for Health Related Behavior Product Personality and the Other Three P’s. Preface. Most of the major remaining health problems are behaviorally based. Health problem → result of people do and don’t do.

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Focus
FOCUS

  • Behaviour Medicine

  • Marketing for Health Related Behavior

  • Product Personality and the Other Three P’s


Preface
Preface

Most of the major remaining health problems are behaviorally based.

Health problem → result of people do and don’t do


Preface1
Preface

Most of the major remaining health problems are behaviorally based.

Health problem → result of people do and don’t do

Health problem→ can be prevented by by behavioral and lifestyle change

It need large scale systematic effort if we are want become a nation of healthy people


Behavioral medicine
BEHAVIORAL MEDICINE

HOLISTIC HEALTH : Alliance of Medicine and behavioral sciences → Behavioral Medicine

Behavioral Medicine : concerned with the development of behavior-science knowlege and techniques, and the application those knowledge an techniques to prevention, diagnosis, treatment and rehabilitation.


Behavioral medicine1
BEHAVIORAL MEDICINE

Problems occured:

  • The failure to design programs that acceptable to consumers

  • The failure to stimulate relevant intermediaries to use the procedures effectively

    Those two factor were become result the limitation to the ultimate effectiveness on BM intervention


Marketing for health related behaviors
MARKETING FOR HEALTH-RELATED BEHAVIORS

Marketing Strategies + Behavior change stragies : hold tremendous promise to the reduction of lifesyle based health problem.

‘ Marketing strategies might be effectively applied to areas other than commercial product or services ’

Kotter and Zaltman (1971)  


Marketing for health related behaviors1
MARKETING FOR HEALTH-RELATED BEHAVIORS

Marketing : A voluntar ary Exchange Proccess, that incluede several proccess, such as :

  • The Development of plan and objectives → specific strategies

  • Market Segmentation

  • Key consumer benefits

  • Product personality


Marketing for health related behaviors2
MARKETING FOR HEALTH-RELATED BEHAVIORS

MARKET RESEARCH

Five Basic steps of MR (Kotler, 1975)

  • Problem definition → operationalizing the problem

  • Research Design, concerned with data collection, methods, research and sampling plan. It consider with Research Question

  • Field Work

  • Effectively Data analys

  • Report Preparation


Marketing for health related behaviors3
MARKETING FOR HEALTH-RELATED BEHAVIORS

Market Researcher = Market research

Behavior scientiest = Needs assesment

If we subtitute the term Market Research with Needs Assessment, clearly it has very similar conceptualization and methodologies


Marketing for health related behaviors4
MARKETING FOR HEALTH-RELATED BEHAVIORS

MARKET SEGMENTATION

‘dividing the market into fairly homogeneous parts where any part may conceivabily be selected as a market target to be reached with a distinct marketing mix ‘ (Kotler 1975, p.99)


Marketing for health related behaviors5
MARKETING FOR HEALTH-RELATED BEHAVIORS

MARKET SEGMENTATION

It rely on demographic or behavioral differences among groups.

Market Segmentation help us to find our Target Population


Marketing for health related behaviors6
MARKETING FOR HEALTH-RELATED BEHAVIORS

CONSUMER BENEFITS

Succesfull Marketing activities should understand and meet the need of Consumer.


Marketing for health related behaviors7
MARKETING FOR HEALTH-RELATED BEHAVIORS

CONSUMER BENEFITS

  • Consumer Behavior Psychological Variables.

  • The need of the market

  • The perception of the market regard to the offering

  • The preferences of consumer among a set alternatives offering

  • The satisfaction of the consumer with the offering



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