کاربرد چارچوب مفهومی بازاریابی اجتماعی در رفتارهای سلامت: مروری بر این رویکرد در ایران

نوع مقاله: مروری

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشگاه پیام نور، مشهد، ایران

2 استادیار مدیریت بازرگانی، گروه مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

10.22038/nnj.2020.49791.1221

چکیده

چکیده
مقدمه: رویکرد بازاریابی اجتماعی نوعی استراتژی متداول در بهداشت جهانی است و هدف کلی آن اطمینان از ارتقای دانش و اصلاح نگرش در مخاطب است تا پایه‌گذار تغییر رفتار برای حفظ سلامت در فرد و جامعه شود. هدف از مطالعه حاضر مروری بر مطالعات انجام‌شده با استفاده از تئوری بازاریابی اجتماعی در حوزه سلامت در ایران است.
مواد و روشها: در این مطالعه مروری مقالات فارسی و انگلیسی مناسب و مرتبط با جست‌وجو در پایگاه‌های اﻃﻼﻋــﺎﺗﯽ Google scholar, Scopus, ProQuest, Web of Science, PubMed و پایگاه‌های فارسی SID و Magiran با استفاده از کلیدواژه‌های فارسی شامل آموزش، آموزش بهداشت، تئوری بازاریابی اجتماعی، سلامت، رفتار سلامت، تغییر رفتار و معادل انگلیسی آن‌ها از سال 1390 تا 1398 گردآوری شدند. در فرایند جست‌وجو، 412 مقاله به‌دست آمد که ﭘﺲ از حذف موارد تکراری و ﻏﺮﺑﺎﻟﮕﺮی ﻋﻨﻮان، ﭼﮑﯿﺪه و متن اصلی، 395 ﻣﻘﺎﻟﻪ ﺧﺎرج و 17 ﻣﻘﺎﻟﻪ وارد مطالعه شدند.
یافته‌ها: مطالعات یافت‌شده ازنظر طراحی شامل نیمه‌تجربی، مورد-شاهدی، مقطعی و کیفی و در گروه‌های مختلف هدف همچون رانندگان، دانش‌آموزان، زنان باردار و افراد میان‌سال بود. در تمام مطالعات تئوری، بازاریابی اجتماعی تأثیر مثبتی در تغییر رفتار هدف و پیشگویی رفتار داشته است.
نتیجهگیری: با توجه به اینکه ﻣﺪاﺧﻼت ارﺗﻘﺎی ﺳﻼﻣﺖ مبتنی بر چارچوب بازاریابی اجتماعی بر عوامل بررسی‌شده تأثیر مثبت داشته است و مطالعات کیفی نیز قادر به شناسایی نیازها و انگیزه‌های مخاطبان در اتخاذ رفتار هدف بوده است، به نظر می‌رسد این چارچوب مفهومی با توجه به مشتری‌محور بودن آن می‌تواند در اولویت طراحی مداخلات تغییر رفتار در حوزه سلامت قرار گیرد.

کلیدواژه‌ها


  1. Guidry J, Waters R, Saxton GD. Moving social marketing beyond personal change to social change: Strategically using Twitter to mobilize supporters into vocal advocates. Journal of Social Marketing. 2014;4:240-60.
  2. Griffiths J, Blair-Stevens C, Thorpe A. Social marketing for health and specialised health promotion; stronger together, weaker apart. National Social Marketing Centre. 2008.
  3. Walsh DC, Rudd RE, Moeykens BA, Moloney TW. Social marketing for public health. Health Affairs. 1993;12 (2):104-19.
  4. Luecking CT, Hennink‐Kaminski H, Ihekweazu C, Vaughn A, Mazzucca S, Ward DS. Social marketing approaches to nutrition and physical activity interventions in early care and education centres: a systematic review. Obesity Reviews. 2017;18 (12):1425-38.
  5. Grier S, Bryant CA. Social marketing in public health. Annu Rev Public Health. 2005;26:319-39.
  6. Glanz K, Rimer BK, Viswanath K. Theory, research, and practice in health behavior and health education: Jossey-Bass; 2008.
  7. Firestone R, Rowe CJ, Modi SN, Sievers D. The effectiveness of social marketing in global health: A systematic review. Health policy and planning. 2017;32 (1):110-24.
  8. Aras R. Social marketing in healthcare. The Australasian medical journal. 2011;4 (8):418.
  9. Ghaderi E, Nasehi M, Hasanzadeh J, Barati H, SH T, Gholami M, et al. Designing a public-private mixed program for control of tuberculosis in islamic republic of Iran using social marketing method. Iranian Journal of Epidemiology. 2019;15 (2):116-25.
  10. Bryant C, Lindenberger J, Brown C, Kent E, Schreiber JM, Bustillo M, et al. A social marketing approach to increasing enrollment in a public health program: A case study of the Texas WIC program. Human Organization. 2001:234-46.
  11. Mong Y, Kaiser R, Ibrahim D, Rasoatiana, Razafimbololona L, Quick RE. Impact of the safe water system on water quality in cyclone-affected communities in Madagascar. American journal of public health. 2001;91 (10):1577-9.
  12. Williams PG, Dewapura D, Gunawardene P, Settinayake S. Social marketing to eliminate leprosy in Sri Lanka. Social marketing quarterly. 1998;4 (4):
    27-31.
  13. Marks A, Greathead D, editors. The application of social marketing to the design of a programme aimed at fostering TB compliance. Tuberculosis–Towards 2000 Int Conf, Pretoria, South Africa; 1994.
  14. Donovan R, Henley N. Social marketing: Principles and practice. Social Marketing Quarterly. 2004;10 (1):31-4.
  15. Lowry R, Hardy S, Jordan C, Wayman G. Using social marketing to increase recruitment of pregnant smokers to smoking cessation service: a success story. Public health. 2004;118 (4):239-43.
  16. Meekers D. The role of social marketing in sexually transmitted diseases/HIV protection in 4600 sexual contacts in urban Zimbabwe. Aids. 2001;15 (2):285-7.
  17. Young L, Anderson J, Beckstrom L, Bellows L, Johnson SL. Using social marketing principles to guide the development of a nutrition education initiative for preschool-aged children. Journal of Nutrition Education and Behavior. 2004;36 (5):250-7.
  18. Soltani I, Mehranfar E. Tasyrabad social marketing mix on the prevention of drug abuse Case study: (Male secondary school students of Isfahan Province). Strategic Rssearch on Social Problems in Iran University of Isfahan. 2016;5 (1):47-60.
  19. Andreasen AR. Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing. 2002;21 (1):3-13.
  20. Moher D, Shamseer L, Clarke M, Ghersi D, Liberati A, Petticrew M, et al. Preferred reporting items for systematic review and meta-analysis protocols (PRISMA-P) 2015 statement. Systematic reviews. 2015;4 (1):1.
  21. Neyestani H, Vafaee-Najar A, Ebrahimipour H, Shams M, Esmaeili H, Nikparast N, et al. Mammography in rural areas of Iran: A qualitative study for designing a social marketing intervention. Journal of Qualitative Research in Health Sciences. 2013;2 (2):173-83.
  22. Rezaeipandari H, KeshavarzMohammadi N, Ramezankhani A, Morowatisharifabad M, Rahaei Z. Consumers Analysis towards Fish Consumption, and its Related Factors, Barriers of Consumption and Promotion Strategies using Social Marketing frame work among women in Yazd city in 2013. Tolooebehdasht. 2014;13 (3):98-115.
  23. Shams M, Shojaeizadeh D, Majdzadeh R, Rashidian A, Montazeri A. Taxi drivers’ views on risky driving behavior in Tehran: a qualitative study using a social marketing approach. Accident Analysis & Prevention. 2011;43 (3):646-51.
  24. Tabatabaei SVA, Ardabili HE, Haghdoost AA, Nakhaee N, Shams M. Promoting physical activity in Iranian women: A qualitative study using social marketing. Electronic physician. 2017;9 (9):5279.
  25. Bazhan M, Kalantari N, Keshavarz-Mohammadi N, Eini-Zinab H, Hosseini H. Exploring the facilitating factors affecting functional dairy products' consumption from the view point of stakeholders: a study based on social marketing theory. Iranian Journal of Nutrition Sciences & Food Technology. 2018;13 (3):27-38.
  26. Mokhlesi S, Akbari Yazdi H, Elahi A, Khabiri M. Developing a Social Marketing Model to Promote Well-Informed and Low-Income Middle-Aged Participation in Regular Physical Activity, a Qualitative Study. Iranian Journal of Health Education and Health Promotion. 2019;7 (1):93-108.
  27. Shams M, Shamsi M. Increasing the Usage of Personal Protective Equipments in Constructing Subway Stations: An Application of Social Marketing Model. Armaghane danesh. 2013;18 (6):495-508.
  28. Hodhodinezhad N, Ashrafi-Rizi H, Shahrzadi L, Soleymani M. Effect of using social marketing techniques on the knowledge and attitudes of students and faculty members of Isfahan university of medical sciences to the medical librarianship services. Journal of Health Administration. 2016;19 (65):31-42.
  29. Shamsi M, Pariani A, Shams M, Soleymani-Nejad M. Persuasion to use personal protective equipment in constructing subway stations: application of social marketing. Injury prevention. 2016;22 (2):149-52.
  30. Habibi AA, Gholami M, Shamshiri AR. Evaluation of tooth brushing behavior change by social marketing approach among primary students in Qom, Iran: A quasi-experimental controlled study. PloS one. 2018;
    13 (10).
  31. Majdzadeh R, Rashidian A, Shams M, Shojaeizadeh D, Montazeri A. Using the social marketing model to reduce risky driving behaviors among taxi drivers in Tehran. Journal of School of Public Health and Institute of Public Health Research. 2011;9 (2):
    21-40.
  32. Shams M, Mousavizadeh A, Parhizkar S, Maleki M, Angha P. Development a tailored intervention to promote normal vaginal delivery among primigravida women: a formative research. The Iranian Journal of Obstetrics, Gynecology and Infertility. 2016;19 (30):9-25.
  33. Maleki M, Mousavizadeh A, Parhizkar S, Shamsi M. Promotion of normal vaginal delivery among Primigravidae: An application of social Marketing in the Field of health. Journal of School of Public Health and Institute of Public Health Research. 2017;15 (2):110-20.
  34. Kafashpoor A, Mortazavi S, Hasani MS. Application of social marketing concept in encouraging voluntary blood donors using theory of planned behavior. Scientific Journal of Iranian Blood Transfusion Organization. 2012;9 (1).
  35. Darsareh F, Aghamolaei T, Rajaei M, Madani A, Zare S. B Butterfly Campaign: A social marketing campaign to promote normal childbirth among first-time pregnant women. Women and Birth. 2019;32 (2):e166-e72.
  36. Glanz K, Rimer BK, Viswanath K. Health behavior and health education: theory, research, and practice: John Wiley & Sons; 2008.
  37. SHAMS M, RASHIDIAN A. SOCIAL MAR-KETING: APPLICATION AND ADVA-NTAGE IN CONTINUOUS MEDICAL EDUCATION. STRIDES IN DEVELOPMENT OF MEDICAL EDUCATION. 2006;3 (1):-.
  38. Andreasen AR. Marketing social change: Jossey-Bass; 1995.
  39. Gray JR, Grove SK, Sutherland S. Burns and Grove's The Practice of Nursing Research-E-Book: Appraisal, Synthesis, and Generation of Evidence: Elsevier Health Sciences; 2016.
  40. Ricordeau P, Durieux P, Weill A, Chatellier G, Vallier N, Bissery A, et al. Effect of a nationwide program of educational outreach visits to improve the processes of care for patients with type 2 diabetes. International journal of technology assessment in health care. 2003;19 (4):705-10.