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Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification.
The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good. Increasingly, social marketing is being described as having "two parents"—a "social parent", including social science and social policy approaches, and a "marketing parent", including commercial and public sector marketing approaches Aiden, The first documented evidence of the deliberate use of marketing to address a social issue was by the Indian Institute of Management in Calcutta, India Balakrishman et.
The authors proposed, and subsequently implemented, a national family planning program that included high quality condoms with a government trademark be distributed and sold throughout the country at a low cost, that an intense consumer advertising campaign be run with active and open promotion at the point of sale, that retailers be trained to sell the product aggressively, and that a new organization be created with the responsibility of implementing the program Balakrishman et.
Later on Social marketing was "born" as a discipline in the s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors.
They defined it as "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.
Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. The health communications field has been rapidly changing over the past two 1 decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed "social marketing Kline, Social marketing it is a discipline, which draws on psychology, sociology, economics and anthropology in an attempt to fully understand people.
Once this understanding has been gained, it develops products, services and messages which provide people with an exchange they will value. This concept of exchange is really important if you want to achieve sustainable behavior change Merritt Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behavior in a sustainable and cost-effective way NSMC The model incorporates a systematic and sequential process that includes preliminary planning; audience, channel, and market analyses; materials development and pretesting; implementation; and evaluation.
Diabetes interventions that are developed and implemented with this approach hold promise as solutions that are more likely to be adopted by targeted audiences and to result in the desired health status changes Thackery et. Preliminary Planning Although social marketing is audience-based, program developers including community partners most often identify a preliminary problem of interest i.
For example, among whites with diabetes, data may indicate that self-monitoring is the most effective method to control blood glucose levels.
However, among Hispanics, data may suggest that family support in general is more important. In this case, program developers might establish a preliminary goal to increase familial support among Hispanics with diabetes.
While goals are general statements of intent, specific program objectives are written later after adequate formative research data have been collected and analyzed.
Evaluation planning, or determining measures of success, would include identifying pre- and posttest measures and data collection methods Thackery, Formative Research In developing health interventions, Tripp-Reimer et al.
This assessment can be complemented and enhanced by social marketing phases 2—4: This description then guides the development of a program intervention strategy designed to make it easier for individuals in the target audience to engage in the desired behavior.
Reducing or eliminating identified barriers and communicating through preferred mediums accomplishes this. Development During the fifth phase, materials and interventions are developed in response to the formative research.
Before full production of messages and materials and full-scale program implementation, key elements including methods, communications, and strategies are presented to members of the target audience to solicit feedback.
Modifications are then made based on that feedback Thackery Pretesting verifies that program developers have created strategies that are reflective of, and in response to, audience needs, wants, and expectations.
Typical methods for pretesting include focus groups, intercept interviews, and surveys. In diabetes planning, program developers could convene a focus group or conduct intercept surveys at a community health center, both with a representative sample of the target population.
One purpose of pretesting is to review all program strategies and communications to ensure that they are responsive to cultural values, norms, and expectations. For example, pretesting could ensure that content of self-management classes for Latino individuals includes a section on social support, that words and phrases in a brochure accurately communicate ethnic beliefs, and that graphics on posters do not represent racial or ethnic stereotypes.
Implementation and Evaluation The final two phases of social marketing are implementation and evaluation. Implementation is the activation of all strategies, tactics, and methods that were developed to achieve the designated goals and objectives.
In diabetes programs, this could include activities such as the initiation of a mass-media awareness campaign, offering of small-group self-management classes, or creation of a community coalition to improve walking paths in a neighborhood.CDC's Gateway to Communication and Social Marketing Practice provides resources to help build your health communication or social marketing campaigns and programs.
Patients and physicians (and the rest of the world) have embraced digital tools for learning and connecting with one another; the pharmaceutical industry’s commercial and marketing .
Family Medicine Clinic Business Plan. We will also consider educational videos for diabetes, hypertension and many other important health issues facing society today, as well as specific health issues facing the local area.
Website Marketing Strategy. The website marketing strategy will be focused on increasing placement in search engines. Resources Goal Setting. This section includes materials related to self management goal setting.
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It includes goal setting forms for patients and providers, assessment forms, education material and more, all organized by the nature of their use. Marketing Plan For Diabetes Clinic. Marketing Analysis: Mayo Clinic December 14, Marketing Analysis: Mayo Clinic Mayo Clinic: is in the business of providing patient care through their many different Clinics and hospitals.
They are ranked number two as one of the top twenty hospitals for heart and heart surgery per the Forbes list of top. The service line marketing team works with key leaders within the enterprise to develop and execute marketing plans that support the goals of the UK HealthCare strategic plan.