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Article
Publication date: 16 September 2020

Ksenia Silchenko and Søren Askegaard

Driven by the visible proliferation of marketing scholarship dedicated to the topics of food marketing and consumer well-being, this study aims to examine the prevailing…

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Abstract

Purpose

Driven by the visible proliferation of marketing scholarship dedicated to the topics of food marketing and consumer well-being, this study aims to examine the prevailing meanings and assumptions around food and health in marketing research.

Design/methodology/approach

Following the guiding principles of Foucault’s archaeology of knowledge and the methodological orientation of critical discourse analysis, the authors analyze a systematically produced corpus of 190 academic articles from 56 publication outlets.

Findings

The study identifies three discourses of health and food dominant in marketing and consumer research. Each of the three discourses blends the ideology of healthism with market(ing) ideologies and provides a unique perspective on the meanings of health and health risks, the principles of appropriate consumer conduct and the role of marketing in regard to consumer and societal well-being.

Research limitations/implications

The study contributes to research into ideologies in and of marketing by introducing useful concepts that help explain the role of healthism in marketing discourse.

Practical implications

The finding of three dominant discourses could help reduce at least some of the existing complexity in regard to conflicting knowledge existing in the domain of health and food, and thus could inspire a more reflective body of work by researchers, policymakers and marketers towards improved food-related well-being.

Originality/value

This analysis of assumptions and consequences of the meanings mobilized by the dominant marketing discourses contributes to a better understanding of the current state of knowledge about health in the market reality.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 18 July 2008

Stephen Willcocks

The purpose of this paper is to explore the application of marketing in health care, and in particular to assess its relevance to clinical leadership in the UK NHS.

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Abstract

Purpose

The purpose of this paper is to explore the application of marketing in health care, and in particular to assess its relevance to clinical leadership in the UK NHS.

Design/methodology/approach

The paper discusses a marketing perspective using literature and policy material.

Findings

The paper suggests that a marketing perspective is relevant in the UK NHS. Health service reforms have created a market in which choice and competition are levers for improving performance. Central to this is the notion of patient choice. Marketing is a way of exploring these issues. The paper suggests that there may be resistance to ideas originating from the private sector, and this needs to be overcome.

Practical implications

Marketing offers a framework and a set of techniques with which to improve organisational performance and ensure a focus on quality in meeting the needs of the patient. The new payment‐by‐results funding system ensures that money follows patients. Providers will need to focus on quality to attract patients and track resulting funding streams.

Originality/value

The paper demonstrates that private sector methods and techniques are relevant in the public sector, although one must take into account differing contexts.

Details

Leadership in Health Services, vol. 21 no. 3
Type: Research Article
ISSN: 1751-1879

Keywords

Article
Publication date: 16 January 2019

Carlos Oliveira Santos

Since 2004, the British Government has delivered a national policy on social marketing that has created a new frame of reference in this field. This paper aims to study…

Abstract

Purpose

Since 2004, the British Government has delivered a national policy on social marketing that has created a new frame of reference in this field. This paper aims to study the genesis, evolution and implementation of the policy process that led to an important development in British public health.

Design/methodology/approach

An in-depth multifaceted single case study, mixing qualitative and quantitative data including participatory research, enabled by a cognitive approach based on elements of knowledge, ideas, representations and social beliefs in the elaboration of a public policy.

Findings

This approach to understanding the British policy on social marketing process demonstrates a useful explanatory capacity, producing a comprehensive articulation of the main cognitive, normative, and instrumental dimensions of this policy, including its significant mutations influenced by the 2008 Great Recession and subsequent political evolution.

Research limitations/implications

This paper has followed the British social marketing policy’s implementation in England. In Wales, Scotland and Northern Ireland, this national policy had specific developments that it was not followed in our study In general, subject to complex historical, social and political conditions, this is a field that preserves its dynamism and the ability to question concepts and processes. Ever seeking new directions and solutions, it requires an ongoing research study.

Practical implications

Conclusions speak in favour of a prescriptive framework for a national policy on social marketing that can inform other government entities’ efforts to develop similar policies in other countries. A correct understanding of such a political process can lead to better management of its development and its consequent contribution to improving social marketing policy and interventions.

Social implications

A proper conception and management of a social marketing policy can contribute to improving the well-being of citizens.

Originality/value

It is the first time that this specific cognitive approach has been applied so systematically to a national social marketing policy through a long-term research, providing a prescriptive framework for other’ efforts to develop similar policies.

Details

Journal of Social Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 1 October 1994

Lucie C.M. Boonekamp

The introduction of regulated competition in health care in severalWestern countries confronts health care providing organizations withchanging relationships, with their…

3143

Abstract

The introduction of regulated competition in health care in several Western countries confronts health care providing organizations with changing relationships, with their environment and a need for knowledge and skills to analyse and improve their market position. Marketing receives more and more attention, as recent developments in this field of study provide a specific perspective on the relationships between an organization and external and internal parties. In doing so, a basis is offered for network management. A problem is that the existing marketing literature is not entirely appropriate for the specific characteristics of health care. After a description of the developments in marketing and its most recent key concepts, the applicability of these concepts in health‐care organizations is discussed. States that for the health‐care sector, dominated by complex networks of interorganizational relationships, the strategic marketing vision on relationships can be very useful. At the same time however, the operationalization of these concepts requires special attention and a distinct role of the management of health‐care organizations, because of the characteristics of such organizations and the specific type of their service delivery.

Details

Journal of Management in Medicine, vol. 8 no. 5
Type: Research Article
ISSN: 0268-9235

Keywords

Article
Publication date: 27 April 2020

Rocio Rodriguez, Carmen Otero-Neira and Göran Svensson

The research aims to describe the foundation of healthcare organizations’ past and present sustainability endeavors; describe the direction of a health-care organizations…

Abstract

Purpose

The research aims to describe the foundation of healthcare organizations’ past and present sustainability endeavors; describe the direction of a health-care organizations’ sustainable development; reveal and characterize what determines the foundation and direction in a public health-care sector; and provide some insights into social marketing for sustainability endeavors.

Design/methodology/approach

Based on a semi-inductive approach, judgmental sampling was applied to select relevant health-care organizations. Informants were identified according to their knowledge of their organizations’ sustainability initiatives.

Findings

Offer insights into the foundation of sustainability endeavors and the direction of sustainable development for upstream social marketing in the studied public sector. The social marketing perspective is a common factor of relevance for the studied public hospitals.

Research limitations/implications

The foundations of sustainability endeavors undertaken across the studied health-care organizations have not so far been homogenous. The direction of sustainable development has also varied across the studied public healthcare organizations and there is a need to move beyond individuals and shift from a micro to a macro/structural environment of sustainable development, so as to observe the effectiveness of any social marketing intervention.

Practical implications

This study highlights the importance of applying an upstream social marketing approach and programs, as part of a social marketing strategy, to promote and stimulate sustainable change in health-care organizations.

Social implications

Contrary to the common sense predominating in many societies nowadays regarding sustainability endeavors and sustainable development, we conclude that neither the foundation of such endeavors nor the direction of sustainable development has progressed adequately in the studied public healthcare sector. As social marketing is intended to benefit society and foster social change, the macro level of intervention of the upstream approach clearly reveals its usefulness in the public health area.

Originality/value

Reveals two axes based on a social marketing approach. One is of micro and macro determinants characterizing the direction of sustainable development in a public sector. Another is of homogeneous and heterogeneous foundations of sustainability endeavors.

Details

Journal of Social Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 1 July 2014

Tanja Kamin and Thomas Anker

The article aims to illuminate this issue by applying the cultural capital theory to the processes of health production and distribution. It questions social marketing’s…

1857

Abstract

Purpose

The article aims to illuminate this issue by applying the cultural capital theory to the processes of health production and distribution. It questions social marketing’s role in addressing cultural resources as barriers to and/or facilitators of behavioural change. Social marketing is often criticized for its limited ability to enhance social goals and for aiding the reproduction of social inequalities.

Design/methodology/approach

The theoretical framework of this conceptual paper is based on the French sociologist Pierre Bourdieu’s theory of human capital forms. It establishes an association between cultural capital and social marketing in solving social problems.

Findings

All social marketing interventions affect cultural resources that people might use in the field of health. The findings endorse the utilization of cultural capital as a strategic analytical tool in social marketing.

Practical implications

The article demonstrates how Bourdieu’s capital theory can be applied to help social marketers make important strategic decisions. In particular, it argues that using specific notions of embodied cultural capital and objectified cultural capital can inform decisions on adopting a downstream, midstream or upstream approach.

Originality/value

A relatively neglected concept in the social marketing field is introduced: cultural capital. It aims to contribute to the theoretical debate with regard to strategic social marketing orientations.

Details

Journal of Social Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 7 June 2022

Jane E. Machin, Teri Brister, Robert M. Bossarte, Jenna Drenten, Ronald Paul Hill, Deborah L. Holland, Maria Martik, Mark Mulder, Maria Martik, Madhubalan Viswanathan, Marie A. Yeh, Ann M. Mirabito, Justine Rapp Farrell, Elizabeth Crosby and Natalie Ross Adkins

The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from …

Abstract

Purpose

The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from – research on consumer mental health. However, the context, terminology and setting may prove intimidating to marketing scholars unfamiliar with this vulnerable population. Here, experienced researchers offer guidance for conducting compelling research that not only applies marketing frameworks to the mental health industry but also uses this unique context to deepen our understanding of all consumers.

Design/methodology/approach

Common concerns about conducting marketing research in the area of mental health were circulated to researchers experienced working with vulnerable populations. Their thoughtful responses are reported here, organized around the research cycle.

Findings

Academics and practitioners offer insights into developing compelling research questions at the intersection of marketing and mental health, strategies to identify relevant populations to research and guidance for safe and ethical research design, conduct and publication.

Originality/value

To the best of the authors’ knowledge, this is the first instructional paper to provide practical advice to begin and maintain a successful research agenda at the intersection of mental health and marketing.

Details

Journal of Consumer Marketing, vol. 39 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 4 September 2009

Kimball P. Marshall, Michaeline Skiba and David P. Paul

Consumer‐driven health care (CDHC) has been proposed to reduce the USA health care costs through greater free market economic exposure. The purpose of this paper is to…

3009

Abstract

Purpose

Consumer‐driven health care (CDHC) has been proposed to reduce the USA health care costs through greater free market economic exposure. The purpose of this paper is to review the USA health care system, insurance plans, and CDHC plan elements and assumptions regarding patients, service providers, and insurers, in order to identify research and social marketing needs of CDHC.

Design/methodology/approach

The paper is an assessment of literature from academic and practitioner communities.

Findings

Social marketing programs can contribute to preparing consumers and practitioners for CDHC. However, the degree to which CDHC can reduce health care costs is uncertain. More research is needed comparing CDHC plans with traditional plans and comparing CDHC enrollees with enrollees in other types of plans to determine the true benefits and costs of CDHC and to identify consumers' information needs. Research is needed into how to gather and provide understandable health care provider quality and cost‐effectiveness information, and into how current insurers can help consumers make effective CDHC decisions. Research is needed as to how CDHC is perceived by consumers, providers, and insurers, and the use of CDHC reimbursement accounts and their effect on behavior and costs. Research is also needed into which decisions can be made by consumers without specialized professional knowledge. Provider research is needed into outcome risk adjustments, how practitioners view CDHC, how willing practitioners are to participate in a more open‐free market, and how CDHC may affect professional practices.

Originality/value

Insights gained from this paper can contribute to social marketing program designs needed for practitioner and consumer acceptance and effective use of CDHC.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 5 April 2022

Yonca Yıldırım, Mustafa Amarat and Mahmut Akbolat

This study aims to reveal the mediating role of patient satisfaction on the impact of relationship marketing on hospital loyalty.

Abstract

Purpose

This study aims to reveal the mediating role of patient satisfaction on the impact of relationship marketing on hospital loyalty.

Design/methodology/approach

The scale questionnaires used in the study was the Relationship Marketing, Hospital Loyalty and the Patient Satisfaction Scale. The population of the study is made up of the patients who received in-hospital services in private hospitals operating in Kocaeli province. The field study was conducted between August 1 and October 31, 2019. After determining the sample size, the study was conducted on 401 patients in private hospitals primarily using the purposive sampling method. Descriptive statistics, correlation analysis and statistical package for the social sciences Process Macro were used to analyze the data.

Findings

According to the findings of this study, patient satisfaction has an effect on hospital loyalty. Relationship marketing has an impact on hospital loyalty, and this effect is further enhanced by patient satisfaction. In other words, patient satisfaction has a mediating role in the impact of relationship marketing on hospital loyalty. Relationship marketing plays an important role in creating hospital loyalty and patient satisfaction. For this reason, it is recommended that health institutions adopt relationship marketing practices. Hospital loyalty and patient satisfaction will be ensured through relationship marketing. This will allow the health-care institution to continue to exist and to be more advantageous than other institutions.

Originality/value

The uniqueness of the paper lies not only in the only regression findings but also in the methodology used to capture the impact of the lagged effect of marketing relationships on hospital loyalty. Specifically, a regression model is based on both direct and indirect effects.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 18 May 2022

Unai Arzubiaga, Francesco Schiavone, Talal Ali Mohamad and Junsong Chen

The purpose of this study is to explore the marketing success factors of an international private healthcare company operating in Lebanon and examine how these factors…

Abstract

Purpose

The purpose of this study is to explore the marketing success factors of an international private healthcare company operating in Lebanon and examine how these factors evolve depending on different business phases.

Design/methodology/approach

An extreme single-case study of a Lebanese healthcare center was conducted. The data sources consisted of semi-structured interviews and archival data including industry reports, newspaper articles and internal documents.

Findings

This study offers interesting, non-studied insights into marketing success factors in the private healthcare sector. In particular, it shows how to evolve from more traditional business models to disruptive yet very attractive personalized services with high-quality standards.

Research limitations/implications

While the theoretical position developed fits the unique characteristics of the studied industry and country settings, it is necessary to be cautious in generalizing the study to other geographical settings and industries.

Practical implications

This research provides managers and decision-makers with insights into how to identify, organize and develop success factors in the marketing discipline during different business phases of private healthcare organizations.

Originality/value

This study contributes to the scarce literature on the marketing of private healthcare organizations by exploring success factors in a non-studied geographical and cultural context.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

1 – 10 of over 100000