*Assistant Professor of Management, Baddi University of Emerging Science & Technology, Baddi, District - Solan, H.P., India.
Online published on 29 September, 2017.
Social marketing refers to the application of commercial marketing concepts, tools, resources, skills and technologies to encourage socially beneficial behaviour among those segments of the population not served, or not adequately served by existing public and private systems. This technique has been used extensively in international health programs, especially for distribution of contraceptives and oral rehydration therapy. Social marketing is globally recognized as a key strategy for improving access to a wide range of products and services that directly and positively impact the outreach and coverage of health care. Social marketing is globally recognized as a key strategy for improving access to a wide range of products and services that directly and positively impact the outreach and coverage of health care. From conceptualizing product development, testing and targeted communication to consumer research and market segmentation, social marketing looks at the provision of health care products and services not as a medical problem, but as a sociological issue, and a marketing challenge.
