Social Marketing’s Unique Contribution to Mental Health Stigma Reduction and HIV Testing: Two Case Studies

Abstract

Since its inception in 2005, articles in Health Promotion Practice’s social marketing department have focused on describing social marketing’s unique contributions and the application of each to the practice of health promotion. This article provides a brief review of six unique features (marketing mix, consumer orientation, segmentation, exchange, competition, and continuous monitoring) and then presents two case studies—one on reducing stigma related to mental health and the other a large-scale campaign focused on increasing HIV testing among African American youth. The two successful case studies show that social marketing principles can be applied to a wide variety of topics among various population groups.

Keywords

social marketing health communication consumer analysis marketing mix segmentation

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