促进先入为主护理的社会营销策略:沃克女性战略的发展

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2022-02-08 DOI:10.1108/jsocm-07-2021-0151
V. Maas, Lyne M. G. Blanchette, Wencke van Amstel, A. Franx, M. Poels, M. P. Koster
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引用次数: 3

摘要

目的怀孕前接触不健康的生活方式会影响母亲及其(未出生的)孩子的健康。社会营销策略可以让准父母通过先入为主的护理(PCC)积极为怀孕做准备。本研究旨在描述基于有效社会营销的八点基准标准的PCC社会营销战略的发展,并阐明将社会营销用于健康促进目的的概念。设计/方法/方法对目标人群的需求和PCC行为目标进行了广泛的文献检索,从而形成了自下而上、大使驱动的沟通概念。发现在PCC新的社会营销战略的制定过程中,对所有基准的深入见解进行了分析和整合,特别关注“健康信念模型”(基准3)和“四个P框架”(基准8)的应用。基于证据的先入为主的健康信息是我们的产品,价格低廉,因为这些信息是可以自由获得的,可以在网上或通过咨询适当的医疗保健提供者来宣传妇女的整体健康信息。这项形成性研究促成了Woke Women®战略的制定,使女性能够积极为怀孕做准备。独创性/价值制定社会营销战略以加强积极的怀孕准备,这有可能鼓励未来的父母采取更健康的先入为主的生活方式,从而改善后代的健康。
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A social marketing strategy to promote preconception care: development of the Woke Women strategy
Purpose Exposure to unhealthy lifestyle behaviours before pregnancy affects the health of mothers and their (unborn) children. A social marketing strategy could empower prospective parents to actively prepare for pregnancy through preconception care (PCC). This study aims to describe the development of a PCC social marketing strategy based on the eight-point benchmark criteria for effective social marketing and to clarify the concept of using social marketing for health promotion purposes. Design/methodology/approach An extensive literature search was carried out regarding the needs of the target population and PCC behavioural goals, leading to the development of a bottom-up, ambassador-driven, communication concept. Findings In-depth insights of all benchmarks were analysed and incorporated during the development process of a new PCC social marketing strategy, with a special focus on the application of the “Health Belief Model” (Benchmark 3) and “the Four-P framework” (Benchmark 8). Evidence-based preconceptional health information is our product, for a low price as the information is freely attainable, promoting a message of overall women‘s health and online or through a consult with a health-care provider as the appropriate place. This formative research resulted in the development of the Woke Women® strategy, empowering women to actively prepare for pregnancy. Originality/value Developing a social marketing strategy to enhance actively preparing for pregnancy shows potential to encourage prospective parents to adopt healthier preconceptional lifestyle behaviours and can therefore improve the health of future generations.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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