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Social Marketing
This document provides guidance for public health professionals on applying social marketing principles to influence behaviors and improve health outcomes. It outlines the six phases of the social marketing process: 1) describing the problem, 2) conducting market research, 3) creating a marketing strategy, 4) developing a marketing mix, 5) implementing the marketing plan, and 6) evaluating the results and making refinements. The document emphasizes understanding the target audience, identifying meaningful benefits to offer in exchange for behavior change, and using formative research to design effective and tailored strategies.
