Social marketing is a strategy that uses marketing concepts — product design, appropriate pricing, sales and distribution, and communications — to influence behaviors that benefit individuals and communities for the greater good. Social marketing programs sell subsidized products through commercial sector outlets like pharmacies, distribute products for free, deliver health services through social franchises, and promote behaviors not dependent upon a product or service, like hand washing.
In response to questions about the effectiveness of social marketing in global health, PSI authors Shilpa Modi and Rebecca Firestone systematically reviewed all literature published between 1995 and 2013 on social marketing for HIV, reproductive health, malaria, child survival, and tuberculosis in developing countries. After reviewing more than 6500 studies, we found 109 studies looking at whether social marketing makes people healthier. Here's what these studies tell us about what social marketing programs can achieve.
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