Health Marketing Quarterly最新文献

We aimed to (a) better understand Americans' awareness and attitudes towards the Dietary Guidelines for Americans (DGA) from 2005-2015; (b) identify how the public obtains that knowledge, (c) measure their willingness to make healthy changes; and (d) identify important contextual factors that impact knowledge of DGA and nutrition. Quantitative survey data from nationally-representative online panel samples indicate the already low awareness of DGA declined over the last decade. This study fills a gap in the literature and can help guide communication strategies employed by the DGA governing bodies (USDA and HHS), including a consistent brand image incorporating updates over time.

This study examined effects of a social marketing intervention to encourage people to donate blood in a southwest city of Iran. To design the intervention, the constructs of theory of planned behavior in 170 consistent blood donors were measured. Persuasive messages were developed, and some printed materials were prepared to transfer the message to the target segment. The trend of the percentage of consistent blood donors was measured during the first four months after the intervention. The percentage of consistent blood donors was increased significantly. The findings showed the effectiveness of the social marketing interventions for blood donation.

The uptake of and adherence to HIV prevention products in South Africa has not achieved widespread success. This study aimed to develop a holistic understanding of the psychographics of adolescent girls and young women in South Africa, a primary audience for HIV prevention products, in order to inform market segmentation and marketing strategies. Extensive ethnographic analyses were complemented with a survey (n = 1,500) centered on personal care product journeys. Clustering and qualitative methods yielded six segments with measurable differences, and revealed common themes surrounding empowerment and self-determination, patriarchy, and misinformation risk. The findings enable targeted approaches for HIV prevention product campaigns.

We examined health care utilization among federally qualified health center (FQHCs) users from a Medicaid managed care organization based on 2016 administrative claims data (n = 8,402). FQHC users had fewer primary care visits (Adjusted Incidence Rate Ratios (aIRR): 0.82; 95% CI: 0.76-0.88) compared with non-FQHC users. Statistically significant differences were not observed in emergency department visits (aIRR: 1.19; 95% CI: 0.98-1.46) and hospitalizations (aIRR: 1.03; 95% CI: 0.80-1.34). FQHCs provide comprehensive primary care to Medicaid managed care beneficiaries with diabetes in fewer PCP visits. Results provide evidence to health policy experts and MCOs to increase provider network contracting with FQHCs.

Gamification's widespread application across industries has demonstrated its usefulness as a user engagement strategy. In the healthcare sector, the impact of lifestyle diseases has seen the need for modifying health-related behaviours. Health Behaviour Change Support Systems (HBCSS) enhanced with gamification features seek to help users achieve their health related goals. Adapting the Technology Acceptance Model, the role of informational feedback as a game mechanic in influencing perceptions, attitudes and continued usage intentions towards the gamified HBCSS is assessed. The results show a strong influence of attitude towards informational feedback afforded on the continued use intentions of the user.

The present study intends to explore the visual and textual content of posts cosmetic surgeons shared on Instagram pages in order to present their cosmetic surgical or non-surgical procedures. To do so, this study employed a qualitative approach using textual and visual content analysis on 200 Instagram posts shared by cosmetic surgeons. The results demonstrated that the content of analyzed posts can be categorized as 12 sub-themes which are clustered around four main themes; "You have got some body imperfections," "Body imperfections are worrisome," "Cosmetic procedure is the solution; we provide it for you" and "It's not a real surgery!."