FROM LIKES TO LIFESAVERS: UNVEILING THE POTENTIAL OF SOCIAL MARKETING IN HEALTHCARE USING PARETO PRINCIPLE

The strategic use of techniques derived from marketing for the purpose of bringing about positive behavioral change social marketing has the potential to make a major contribution to the resolution of some of the most pressing problems of modern civilization in the sphere of health. This paper looks at the applicability of generating more of 80% of most effects through control of 20% of factors or causes within the context of social marketing within the healthcare industry. Paretos principle can be applied to achieve maximization of efforts within ministerial and governmental replan for healthcare organizations when utilizing their resources for making interventions. Background on social marketing is introduced accompanied closely by theoretical imperatives of the approach, including the concepts of target audience, behavior change goals, communication appeal, choice of communication channels and monitoring and assessment. Some of the key measures in assessing the success include behavior change, interaction, and especially the health impact. This paper explores a successful application of the Pareto Principle in social marketing in the context of public health and the identification of solutions to increase efficiency in resource distribution. Lastly, the paper delves in the necessity of incorporating the Pareto Principle into the conduct of social marketing in order to achieve maximum results and how this may be addressed to other public health concerns. Therefore, if healthcare organizations pay much attention to those factors, which are most likely to have a significant impact and address the key target audiences, tailored interventions would be much more likely to change behaviors that would support populations long-term health.