Abstract
Recent years have seen increased attention and concern regarding the potential for pandemic influenza, following large-scale outbreaks of swine flu and bird flu. Governments and health agencies have time to develop social marketing strategies and specific messages that have the potential to minimize fear, refute or inoculate against misinformation that the public may encounter, and enhance the likelihood of the public taking the recommended preventive and remedial actions should these become necessary. This paper presents an overview of how social marketing can be used to tackle the global challenge of pandemic influenza. The potential pandemic influenza poses a major challenge for social marketers (along with governments, health services, and businesses). There are a number of critical factors about a potential pandemic influenza that make it fundamentally different to the majority of issues to which social marketing has previously been applied. The underlying principles of social marketing are equally applicable to a global infectious disease outbreak (such as pandemic influenza). Even if the current strains do not become pandemic, social marketers should use this impetus to develop the skills and resources to address future communicable disease outbreaks. This paper applies the concepts of social marketing to a unique health issue which has the potential to become one of the largest global public health crises in history, but which can be tackled with effective global social marketing.
Highlights
Avian influenza virus was the focus of the world’s attention in the latter half of the previous decade
The purpose of the current paper is to present a case for global social marketing as the most effective response to a influenza pandemic
The potential pandemic influenza poses a major challenge for global social marketing
Summary
Avian influenza virus was the focus of the world’s attention in the latter half of the previous decade. Communication regarding a (potential) influenza pandemic can serve to accurately and effectively inform the public OR misinform and contribute to unnecessary public panic and subsequent undesirable responses. Governments and health agencies have time to develop social marketing strategies and specific messages that can effectively convey desired information at different stages of future anticipated pandemics. Such strategies have the potential to minimize fear, refute misinformation that the public may encounter (e.g., from co-workers or media sources) and enhance the likelihood of the public taking the recommended preventive and remedial actions should these become necessary. The purpose of the current paper is to present a case for global social marketing as the most effective response to a (potential) influenza pandemic
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
