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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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


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

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 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 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 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 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 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 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 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 BEHAVIORS

CONSUMER BENEFITS

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


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


MARKETING FOR HEALTH-RELATED BEHAVIORS

CONSUMER BENEFITS


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