SOCIAL MARKETING: APPLICATION OF MARKETING CONCEPT FOR IMPROVING HEALTH BEHAVIOR

Social marketing is the application of marketing concept, theory and approach to sell social ideas for good cause. It has great potential in the field of health promotion in a country like India where most of the problems arise due to wrong or inappropriate behaviors. Social marketing starts with identification of need followed by segmentation of audience on the basis of risk and developing message accordingly. Hence instead of delivering the same message from top to bottom, need base messages are delivered to persuade the audience for improved health behavior. The present paper examines how the social marketing can be used in health sectors.