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A social marketing approach to value creation in a Well-Women’s health service

By Nadia Zainuddin, Josephine Previte and Rebekah Russell-Bennett

Abstract

Understanding consumer value is imperative in health care as the receipt of value drives the demand for health care services. While there is increasing research into health-care that adopts an economic approach to value, this paper investigates a non-financial exchange context and uses an experiential approach to value, guided by a social marketing approach to behaviour change. An experiential approach is deemed more appropriate for government health-care services that are free and for preventative rather than treatment purposes. Thus instead of using an illness-paradigm to view health services outcomes, we adopt a wellness paradigm. Using qualitative data gathered during 25 depth interviews the authors demonstrate how social marketing thinking has guided the identification of six themes that represent four dimensions of value (functional, emotional, social and altruistic) evident during the health care consumption process of a free government service

Topics: 150500 MARKETING, value dimensions, social marketing, preventative health, government service, conceptual
Publisher: Taylor & Francis
Year: 2011
DOI identifier: 10.1080/0267257X.2011.547081
OAI identifier: oai:eprints.qut.edu.au:45975

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