health and social marketing

1. SOCIAL
MARKETING
Dr PRITHVICK B G

2. OVERVIEW
• INTRODUCTION
• DEFINITION AND OBJECTIVES
• WHERE IS SOCIAL MARKETING APPLIED
• COMMERCIAL VS SOCIAL MARKETING
• 4P’s OF SOCIAL MARKETING
• THEORIES IN SOCIAL MARKETING
• STEPS OF SOCIAL MARKETING
• COMMERCIAL MARKETING PRINCIPLES IN SOCIAL MARKETING
• NSSM
• MONITORING AND EVALUATION
• SWOT ANALYSIS
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3. INTRODUCTION
 Beginning of the field of social marketing is linked to an article
published by G.D. Wiebe in the Winter 1951-1952 edition
of Public Opinion Quarterly
US Agency for International Development, WHO and the World
Bank began sponsoring social marketing interventions
The term ‘Social Marketing’ gained popularity when the
Journal of Marketing brought out an issue on the topic in July
1971 (Kolter 1971).
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4. INTRODUCTION
Craig Lefebvre and June Flora introduced social marketing to the
public health community in 1988.
 2005- University of Stirling research institute to Social Marketing
 2007- Middlesex University specialized postgraduate program in
Health & Social Marketing
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5. SOCIAL MARKETING IN INDIA: MILESTONES
• 1968: Social Marketing was launched with 6 leading consumer goods/oil
companies with 3 lakh outlets, with an area allotted to each.
• 1977: Introduction of Trade Bonus Scheme for retailers on purchase of
condoms to encourage sale.
• 1983: Introduction of promotional incentive on sale of condoms to SMOs
instead of trade bonus on condoms.
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6. SOCIAL MARKETING IN INDIA: MILESTONES
• 1984: Lubricated Nirodh added on seeing consumer preference and
was named ‘Deluxe Nirodh’. 1987: A thinner variety, in multiple
colours was added in the name ‘Super Deluxe Nirodh’.
• 1987: Oral Pills – the social marketing programme was extended to
include Oral Contraceptive Pills with the brand name- Mala-D.
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7. SOCIAL MARKETING IN INDIA: MILESTONES
• 1988: Voluntary Organizations included in SMP.
• 1991: Most of the Companies which had active participation and wide
outreach withdrew from Social Marketing programme
• 1991: Another low priced Govt. brand of condom to meet the need of
the poor section of the society, ‘New Lubricated Nirodh’, introduced.
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8. SOCIAL MARKETING IN INDIA: MILESTONES
• 1993-95: Number of organizations, namely, Hindustan Latex Ltd., DKT,
Parivar Kalyan Kendra, FPI etc. joined the programme
• 1994: Revision of sale promotion incentive on condoms; Introduction of
sale promotion incentive on SMOs’ brands of condoms also.
• 1995: Introduction of Centchroman, ‘Saheli’, through HLL under social
marketing, with Product & Promotional Subsidy.
• 1996: Introduction of sale promotion incentive on oral pills.
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9. SOCIAL MARKETING IN INDIA
Other goods and services that have now been brought under the
gambit of social marketing
Sanitary pads
ORS
Sanitary latrines
Gas stoves
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10. DEFINITION
Social marketing is the design,
implementation, and control of programs
calculated to influence the acceptability of
social ideas and involving considerations of
product planning, pricing, communication,
distribution, and marketing research.
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11. OTHER DEFINITIONS
Andreasen, 1995, defined it as, "the application of commercial marketing
technologies to the analysis, planning, execution, and evaluation of programs
designed to influence the voluntary behaviour of target audiences in order to
improve their personal welfare and that of their society".
 World Social Marketing Conference, 2007, defined it as “The adaptation and
adoption of commercial marketing activities, institutions and processes as a
means to introduce behavioural change on a temporary or permanent basis”
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12. OBJECTIVES OF SOCIAL MARKETING:
To promote public health with the overall aim of improving health for all.
To promote the acceptability and adoption of socially beneficial, voluntary
health behavior.
 To improve access to, and availability of a wide range of quality health
information, affordable products and services for the rural, under-served,
low-income and vulnerable populations.
To mainstream the collaboration for private–NGO- public partnership.
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13. SOCIAL MARKETING IS ALL ABOUT
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People
Communities
Citizens
Customers
Consumers
Clients
Patients
Professionals
Politicians
Looking at what people do
Examining why they do it
Influences and influencers
Incentives and barriers
Understanding

14. Continuum of Interventions
Unaware/
Considering Change/
Maintaining Behavior
Aware/
Not Considering
Change
Entrenched/
No Desire to Change
Ecological / Environmental Approach
WHERE WE APPLY SOCIAL MARKETING?
Spectrum
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Education SOCIAL
MARKETING
Law

15. WHAT IS NOT SOCIAL MARKETING?
• A QUICK FIX
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16. WHAT IS NOT SOCIAL MARKETING?
• A QUICK FIX
• A THEORY
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17. WHAT IS NOT SOCIAL MARKETING?
• A QUICK FIX
• A THEORY
• REACHING EVERYONE
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18. WHAT IS NOT SOCIAL MARKETING?
• A QUICK FIX
• A THEORY
• REACHING EVERYONE
• ADVERTISING and COMMUNICATION
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19. WHAT IS NOT SOCIAL MARKETING?
• A QUICK FIX
• A THEORY
• REACHING EVERYONE
• ADVERTISING and COMMUNICATION
• SOCIAL NETWORKING/MEDIA
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20. COMMERCIAL MARKETING SOCIAL MARKETING
Creates a need for the priority
population.
Meets the need of priority
population.
Marketer profits more than
consumer.
Society and Consumer profit.
Businesses with similar product
compete.
Organizations with similar goal co-
operate.
Shorter time needed to sell a
product.
Campaigns take longer period to
change behaviour.
Shorter term commitment and
involvement.
Long term consumer commitment
and involvement needed.
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21. 4 P’s OF SOCIAL MARKETING
MARKETING
MIX
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22. PRODUCT
 Product offers a satisfying solution for the problem.
 May be a tangible material or an intangible/non-standardized service.
 Involves issues like product/service branding, packaging, positioning
and product development.
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23. PRODUCTS CAN BE
Physical products (ORS/ oral contraceptives)
Services (periodical heath check ups)
Practices (promotion of blood / organ
donation, Regular physical activity)
Non-standardized services(Training course on
HIV Counselling or nursing care in ICU)
Ideas (environmental friendly ideas recycling
of waste)
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24. PLACE
Product/service should be located where users
are most likely to find them without any stigma.
Example:
Marketing of STD clinics as a separate entity has
largely been a failure.
Successfully increased utilization of condoms.
Best place to undertake social marketing of
immunization and contraception would be an
antenatal clinic.
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25. PRICE
• For promotive /preventive health care,
demand is more if the price is low and
also depends on the ‘perceived value’.
• Social marketing is also associated with
‘convenience costs’ (cost of loss of work,
pay or travel if the individual has to visit a
clinic) and “response costs”
(embarrassment in case of purchase of
condoms in market place).
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26. PROMOTION
 Ways in which audience is made aware of the product.
 High visibility constantly reminds the user of the
existence of a product/service.
Timing pertains to presenting the reminder when the user
is most likely to accept the idea, product or the service.
Ex: social marketing of Oral Rehydration Solution
Integrated use of paid advertising, media events,
entertainment vehicles , printed materials, signage, video
showings, local celebrity involvement, and Web sites.
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27. OTHER “P”s
Partnership
• Key partnership between private sector, NGOs and government is
essential.
Policy
• Government policy must encourage and support the Social
marketing.
Purse strings
• Dependency on funds provided by government grants or
donations.
• Determine sources of long term funding for sustaining social
marketing programs.
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28. BASIC THEORY USED IN SOCIAL MARKETING:
1. TRANSTHEORETICAL THEORY.
2. HEALTH BELIEF MODEL.
3. THEORY OF PLANNED BEHAVIOUR AND THEORY OF REASONED
ACTION.
4. SOCIAL COGNITIVE THEORY.
5. SOCIAL NORMS THEORY.
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29. 1. TRANSTHEORETICAL THEORY:
• People go through a series of five stages in changing behaviors
a. Pre-contemplation,
b. Contemplation,
c. Preparation,
d. Action,
e. Maintenance/advocacy
• It takes time to change behaviors, and change is not linear (people
regress)
• Messages/interactions should be targeted to each stage
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30. 2. HEALTH BELIEF MODEL:
• It speaks to an individuals
perception of the threats posed
by a health problem, the
benefits of avoiding the health
problem and factors that sway
one’s decision to action
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31. 3.THEORY OF PLANNED BEHAVIOUR AND
THEORY OF REASONED ACTION
• These two theories explore the relationship between behaviour and
belief, attitudes and intentions.
• Theory of reasoned action differ as it includes additional construct,
perceived behaviour control.
Ex: People try harder to perform a behaviour if they feel they have a
high degree of potential for attaining success.
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32. 4. SOCIAL COGNITIVE THEORY:
• This theory explores the dynamic manner in which personal and
environmental factors, human behaviour influence each other.
• 3 Primary factors affect the probability that a person will change a
health behaviour are
a. Self Efficacy.
b. Goals.
c. Outcome Experiences.
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33. 5. SOCIAL NORMS THEORY:
• It states that interventions designed to correct misperceptions of
norms by revealing the actual, healthier norm of behaviour.
• When Information is given about the healthy norm, People will
automatically either reduce the participation in potentially
problematic behaviour or be encouraged to engage in protective,
healthy behaviours.
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34. 5. SOCIAL NORMS THEORY:
• Thus, Interventions based on social norms attempt to correct the
misperceptions of all community members, whether they actually
engage in the problem behaviour or not.
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35. BARRIERS OF SOCIAL MARKETING
 Potential of social marketing unappreciated.
 The consumer base is very heterogeneous
 Media is privately owned; airtime is expensive
 Policy decisions at local, national and international levels often
guide the product strategy and hence the product cannot be easily
changed
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36. STEPS OF SOCIAL MARKETING:
IDENTIFY
BEHAVIOUR
IDENTIFY
AUDIENCE
IDENTIFY
AND REDUCE
BARRIERS
PRE-TEST THE IDEA
THEN IMPLEMENT
EVALUATE FOLLOW-UP
WANT TO
CHANGE
TARGET
AUDIENCE
BARRIERS PRESENT
IN COMMUNITY.
ON SMALL GROUP- TO
KNOW CHANGES
ASSESS THE
RESULTS OF
THE PLAN
PREVENT BACK-
SLIDING
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PLANNING STAGE IMPLEMENTATION

37. STEP 1 - IDENTIFICATION OF HEALTH PROBLEM &
ESTABLISHING METHODS FOR SOCIAL MARKETING :
An in-depth identification of the health problem, rigid
customs and opinions of community have to be considered.
The decision makers in government and community should
be identified
The causes of the problem have to be established clearly and
the required & available resources like mass media,
marketing & design expertise should also be identified.
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38. STEP 2 - IDENTIFICATION OF PRIORITIES AND
IMPLEMENTATION OF AFFORDABLE EFFORTS
Organizing priorities saves time, energy and money
The health problem and desired objectives should be
assessed from the viewpoint of the consumer and
should ideally be quantified.
Cost estimates for media, material & delivery,
personnel and other resources should be assessed in
advance.
It is essential to project realistic and achievable goals
& objectives and prepare realistic budgets.
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39. STEP 3 - ANALYSIS OF MARKETING ACTIVITIES, INCLUDING
SOCIAL MESSAGE
The strategy needs to be evaluated
regularly. (Right Marketing Mix)
There is a need to adopt different
messages and message styles for
effectively communicating the message
for a particular target group
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40. STEP 4 - IDENTIFICATION OF TARGET AUDIENCE
FOR EACH MARKETING COMPONENT
Process of dividing a broad
target audience into more
homogeneous subgroups, called
audience segments.
To do more with limited
resources.
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41. STEP 5 – ANALYZING THE MARKET
Should identify all possible cultural, social
and religious resistance points by using
attitude testing techniques.
 Instead of countering such beliefs head-
on, it is more appropriate to build strategy
to overcome the resistance.
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42. STEP 6 - IDENTIFICATION OF SPECIFIC SMART
OBJECTIVES FOR EACH TARGET GROUP.
The proposed behavior change in each
target group should be accurately
identified and preferably quantified.
Ex: “Raising condom use among clients
of CSWs in a geographical area from
40% to 90% in next one year”.
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43. STEP7 - DESIGNING AND TESTING THE SOCIAL
MESSAGE
The social message should be pretested
on samples of target audience for
acceptability, comprehension,
believability .
After pretesting, messages should be
revised and retested as necessary.
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44. STEP 8 - SELECTION OF MARKETING/DISTRIBUTION
SYSTEM- TOOLS
Media and distribution system for
the message should be in a manner
which ensures maximum coverage
among target audience.
Ex: Introduction of statutory warnings
on tobacco products
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45. STEP 9 - EVALUATE THE IMPACT OF SOCIAL MESSAGES
Quantifiable variables should be identified which indicate impact of the social
messages over a certain period of time.
For example, incidence of sexually transmitted diseases as ascertained from a
busy STD clinic or hospital in a district is a good indicator of the impact of social
marketing for condoms in that district.
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46. COMMERCIAL MARKETING PRINCIPLES USED
IN SOCIAL MARKETING
• Exchange theory
• Consumer orientation
• Data based decision making
• Competition
• Willingness to change offer
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47. #1 EXCHANGE THEORY:
• Exchange time and effort
for benefits.
• Make an attractive offer.
• Create an awareness that
the problem exists.
• Demonstratethe
product’s benefits.
• Help lower the price.
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48. Exchange- CONDOM
You Give Me
2Rs
Embarrassment
You Get
A Condom
• protection against
pregnancy
• protection against STDs
• peace of mind
• sense of control
• hope for the future
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49. Exchange- VACCINATION
You Give Me
Time
Momentary
-discomfort
You Get
An immunization
• better health
• avoidance of greater
discomfort (sickness)
• ability to go to school,
work, travel
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50. # 2 CONSUMER ORIENTATION
• Understand consumer perceptions
• Which benefits they find attractive
• Costs or barriers that deter them
• Respond to their wants and needs
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51. #3 DATA BASED DECISION MAKING
• Logical model for planning
• How you plan to help?
• What you will help them to do?
• Which factors you must address?
• Is Appropriate Research method
applied or Survey done?
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52. #4 COMPETITION
• Marketers keep a steady eye on
the competition
• Marketers position products
relative to the competition
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53. #5 WILLINGNESS TO CHANGE OFFER
• Committed to designing products
consumers want
• Committed to modifying
programs
• Committed to addressing facts
that influence their behavior
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54. TRADITIONAL APPROACH TO HEALTH
EDUCATION MESSAGES
Top Down Planning
• Expert driven
• Best practices
• Literature review
In Other Words…
• We will tell you what you need and
want (expert driven)
• Offer everyone same product, price,
place and promotion
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55. SOCIAL MARKETING USES A
INTERDISCIPLINARY APPROACH
Social
anthropology
Behavior
Psychology
Communicati
ons
Education
Commercial
Marketing
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56. SOCIAL CHANGES OCCUR DUE TO SM
(a) Cognitive changes : are relatively easy to market where groups which need
information are identified, their media habits are identified and messages are
carried to the target audience through appropriate channels.
(b) Action changes Action change may be hampered by factors such as distance &
non-availability of product/service hence the social marketer has to often facilitate
action for target group by making the products/services easily available, accessible
& acceptable.
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57. SOCIAL CHANGES OCCUR DUE TO SM
(c) Behavior change : is still more difficult than action change as it requires careful
segmentation of target audience and specifically tailored ‘solutions’ for each
segment.
(d) Value change : attempts to alter the deeply held beliefs of an individual & thus
is most difficult. A prolonged and intense program is required.
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58. TYPE OF SOCIAL CHANGE BY TIME AND LEVEL
OF SOCIETY
MICROLEVEL
(INDIVIDUAL)
GROUP LEVEL
(ORGANIZATIONAL)
MACROLEVEL
(SOCIETY)
SHORT-TERM CHANGE BEHAVIOUR CHANGE
CHANGE IN NORMS
(ADMINISTRATIVE
CHANGE)
POLICY CHANGE
LONG-TERM CHANGE LIFESTYLE CHANGE
ORGANIZATIONAL
CHANGE
SOCIO-CULTURAL
EVOLUTION
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59. Create
awareness
and
Interest.
Change
attitudes and
conditions.
Motivate
people to
want to
change.
Empower
people to
Act.
Prevent
Back-
sliding.
STAGES OF SUCCESSFUL SOCIAL MARKETING
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60. 16-12-2019 60
MARKET STRUCTURE

61. 16-12-2019 61
MARKET STRUCTURE
Take it or Leave it Focus on Consumer

62. NATIONAL STRATEGY FOR SOCIAL MARKETING (2001)
Developed a strategy for the social marketing of products and
services for reproductive and child health (RCH) in India.
Free supply was intended to address the unmet need of 40% of the
Indian population below poverty line (BPL).
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63. NATIONAL STRATEGY FOR SOCIAL MARKETING (2001)
Social marketing focuses at the lower (20%), lower-middle (15%), and
middle-middle (12%) income brackets, for a 47% share of the Indian
population
Commercial marketing targets an estimated 8% upper middle class
and 5% upper class, total of 13% share
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64. STRATEGIES OF SOCIAL MARKETING PROGRAMS
I. Expand Demand among Priority Target Groups
II. Expanding the Basket of Products in the SMP
III. A Public – Private / NGO Partnership
IV. Expand the market to reach rural areas and urban slums
V. Social Franchising of Health Care Services
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65. STRATEGIES OF SOCIAL MARKETING PROGRAMS
VI. Align Government Subsidy to Programme Objectives
VII. Diversify sources of funding
VIII. Institutional Mechanism for Running the Social Marketing Programme
IX. Improving Programme Management
X. Allocation of Public Funds towards Area Projects
XI. Social Marketing Ethics
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66. CONTRACEPTIVE SOCIAL MARKETING SCHEME
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67. INSTITUTIONAL MECHANISM FOR RUNNING SMP
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• Secretariat coordinated by UNFPA within the Consortium.
• Consortium on Social Marketing: A mechanism for stakeholder
involvement in decision-making and for transparency.
• A dedicated Social Marketing Unit within MoHFW for performing the
role of facilitator.

68. INSTITUTIONAL MECHANISM FOR RUNNING SMP
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• Technical Support Group: A TSG contracted by Social Marketing Unit,
within the MoHFW, for providing needed technical inputs in
programme management, and advising the Secretariat and the
Consortium

69. OUTLINE FOR MONITORING AND EVALUATION
A plan for monitoring and evaluating a social marketing campaign is needed
before final budget and implementation plans are made.
Measures fall into three categories
Output
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70. A plan for monitoring and evaluating a social marketing campaign is needed
before final budget and implementation plans are made.
Measures fall into three categories
Output
Outcome
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OUTLINE FOR MONITORING AND EVALUATION

71. A plan for monitoring and evaluating a social marketing campaign is needed
before final budget and implementation plans are made.
Measures fall into three categories
Output
Outcome
Impact
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OUTLINE FOR MONITORING AND EVALUATION

72. Basic questions that needs to be taken into account:
Why will this measurement be conducted? For whom?
What inputs, processes, and outcomes/impacts will be measured?
What methods (such as interview, focus group, survey, and/or online tracking)
will be used for these measurements?
When will these measurements be conducted?
How much will these measurements cost?
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OUTLINE FOR MONITORING AND EVALUATION

73. The project involved marketing condoms and oral contraceptive pills at
subsidised prices in 6 states in northern India, with the aim of increasing
contraceptive prevalence.
It was undertaken by an Indian NGO, Parivar Seva Sanstha (PSS), an associate of
Marie Stopes International (MSI).
 MSI provided 4 crore rupees for the purchase of contraceptive materials,
while the cost of marketing and distribution was met by the Ford Foundation
and from sales proceeds.
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CONTRACEPTIVE SOCIAL MARKETING PROJECT (CSMP)

74. Implementation concentrated on achieving sales targets.
Campaign was partially successful
It performed well in terms of cost-effectiveness and cost management
Reasonably well in terms of institutional strengthening
Less well in developing marketing capability and in reaching the lowest
income groups.
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CONTRACEPTIVE SOCIAL MARKETING PROJECT (CSMP)

75. Insufficient funds were made available for marketing, which limited
the development of consumer awareness and brand loyalty, and in
particular failed to make a breakthrough in sales of the OCP
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CONTRACEPTIVE SOCIAL MARKETING PROJECT (CSMP)

76. A valuable element of a successful contraceptive social marketing
project is a strong research and evaluation component.
Research plays a significant role in the development of the brand, its
positioning and promotion.
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REASEARCH AND EVALUATION OF CSMP

77. It informs the development of prevention messages and identifies
misconceptions and societal or cultural prejudices to both the use of
condoms and behaviour change.
Behavioural and attitudinal changes are monitored through
population based surveys.
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REASEARCH AND EVALUATION OF CSMP

78. Research is also conducted into the effectiveness of distribution
networks and consumer profiles.
Sales figures play an important role in evaluating the success of social
marketing programmes but distribution and consumer surveys
allowed the project to define who purchases condoms when and
where.
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REASEARCH AND EVALUATION OF CSMP

79. Couple-Years of Protection
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TOOLS FOR EVALUATION OF CSMP

80. Couple-Years of Protection
Retail audit
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TOOLS FOR EVALUATION OF CSMP

81. Couple-Years of Protection
Retail audit
Random household surveys
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TOOLS FOR EVALUATION OF CSMP

82. Couple-Years of Protection
Retail audit
Random household surveys
Small qualitative studies
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TOOLS FOR EVALUATION OF CSMP

83. Couple-Years of Protection
Retail audit
Random household surveys
Small qualitative studies
Photo-journalism
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TOOLS FOR EVALUATION OF CSMP

84. Increased sales of condoms and OCPs
Increased awareness on the use of contraceptives
Helped change the choice and options within each product
Demonstrated feasibility of social marketing to bring about change in
behaviour and attitude of the community
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ACHIEVEMENTS OF CSMP

85. SOCIAL FRANCHISING
Social Franchising is defined as “the application of commercial
franchising methods and concepts to achieve socially beneficial ends”
(International Franchise Association’s Social Sector Task Force, 2014)
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86. SOCIAL FRANCHISING
It has been carried out in RCH II to offer reproductive services as a
package under
Contracting in
Contracting out
Helped in
Quality enhancement
Equitable access
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87. PARTNERSHIP WITH NGO’S AND PRIVATE SECTOR
Swasthya chethna programme with Hindustan Lever company.(2002)
Chiranjeevi Yojana with IIM-A, Sewa Rural, Jhagadia, GTZ.(2005)
Room to Breathe with SHELL FOUNDATION. (2008)
Svadha Social Entrepreneurship (2014), trains locals in the process of
building toilets and provides last mile support in maintenance of built
structure.
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88. USES OF SOCIAL MARKETING:
Promote healthy behavior
Promote services
Increase utilization rates
Improve customer satisfaction
Enhances compliance
Help combat many major fatal diseases, that can be prevented by
vaccination, nutrition or hygiene.
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89. LIMITATIONS OF SOCIAL MARKETING:
Focused on change in individual behavior.
It may lead people to believe that a particular marketed behavior is
better than other health promoting behaviors. Ex: Condom use for
multiple sex partners.
Social marketing often proves ineffective where major barriers
(poverty, lack of health facilities, social discrimination) resist change.
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90. LIMITATIONS OF SOCIAL MARKETING:
Ideally involve the consumer in decision making.
Social marketing is often a labor and time intensive activity.
Progress is slow and results are difficult to achieve
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91. CHALLENGES IN SOCIAL MARKETING
 Accurate market analysis is most often not possible
 Market segmentation, may itself be detrimental to efforts because
of discrimination & stigma attached.
 Product strategy which is acceptable to target audience and which
meets their felt needs is difficult in social marketing.
 Pricing strategy is also a challenge.
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92. CHALLENGES IN SOCIAL MARKETING
Strategy for selecting channels for dissemination of social messages.
Communication options in social marketing are limited.
Limited knowledge of marketing principles among health planners.
Evaluation of impact is especially difficult
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93. 16-12-2019 93
SWOT ANALYSIS OF SOCIAL MARKETING
STRENGTH
•CONSUMER ORIENTED
•SUBSIDIZED RATES.
•REACH VULNERABLE POPULATION
WEAKNESS
LIMITED FUNDS
IT HAS SLOW PROGRESS
IT IS TIME CONSUMING
OPPORTUNITIES
URBANIZATION
CHANGED BEHAVIOURS.
MORE TECHNICAL TOOLS TO CHANGE
BEHAVIOUR
THREATS
NON AVAILABILITY OF SERVICES AT PROPER
TIME AND PLACE.
COMMERCIALIZATION OF SOCIAL MARKETING
SWOT ANALYSIS

94. CONCLUSION
Social Marketing offers a unique opportunity for public health
specialists to bridge the gap between the health care delivery systems
and those who are unaware or unwilling to use it.
Social Marketing should not be confused with marketing of new
commercial health and hospital establishments since these promote
curative services for profit of share holders and the resultant benefits
may not always be beneficial to public health.
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95. CONCLUSION
Social Marketing should also be expanded to Rural areas.
It can be applied to upstream or downstream group of society.
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96. REFERENCES
• Government of India. National Strategy for Social Marketing.
Department of Family Welfare. MOH and FW Government Of India.
Draft 05 March 2001
• Anuj Bhatnagar, Rajvir Bhalwar. Text book of public health &
community medicine. Dept of community medicine. AFMC,
Pune;2009; page no 387-89.
• AM Kadri, IAPSM’s textbook of Community Medicine. Jaypee
Publications, 2019, page no 716
• J Kishore, National Health Programs of India 12th edition. Century
Publications
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97. REFERENCES
• Marie Birkinshaw. SOCIAL MARKETING FOR HEALTH. WHO, 1993
• O. Serrat. THE FUTURE OF SOCIAL MARKETING. Knowledge Solutions
2017
• Birth of Indian social entrepreneurship. MEA 2016.
• Hong Cheng, Philip Kotler. Social Marketing for Public Health Global
Trends and Success Stories. 2011.
• Evans WD. What Social Marketing Can do for You. Bmj.
2006;332:1207–10.
• Internet.org
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