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Masters of Marketing: Bringing Private Sector Skills to Public Health Partnerships.

Curtis, V.A.; Garbrah-Aidoo, N.; Scott, B.;
Am J Public Health, 2007; 97(4):634-41
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pub_id
17329646
pubmedid
17329646
ISI
255647500018
reference_type
author
Curtis, V.A.; Garbrah-Aidoo, N.; Scott, B.;
title
Masters of Marketing: Bringing Private Sector Skills to Public Health Partnerships.
secondary_title
Am J Public Health
ISBNISSN
1541-0048
volume
97
number
4
pages
634-41
year
2007
abstract
Skill in marketing is a scarce resource in public health, especially in developing countries. The Global Public-Private Partnership for Handwashing with Soap set out to tap the consumer marketing skills of industry for national handwashing programs. Lessons learned from commercial marketers included how to (1) understand consumer motivation, (2) employ 1 single unifying idea, (3) plan for effective reach, and (4) ensure effectiveness before national launch. After the first marketing program, 71% of Ghanaian mothers knew the television ad and the reported rates of handwashing with soap increased. Conditions for the expansion of such partnerships include a wider appreciation of what consumer marketing is, what it can do for public health, and the potential benefits to industry. Although there are practical and philosophical difficulties, there are many opportunities for such partnerships.
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secondary_author
place_published
publisher
number_of_volumes
tertiary_author
tertiary_title
edition
date
type_of_work
subsidiary_author
alternate_title
call_number
accession_number
custom_1
WOS OK
custom_2
Unknown
custom_3
custom_4
10.2105/AJPH.2006.090589
custom_5
PMC
custom_6
10
label
2016-10-18
notes
Journal Article
url
author_address
Hygiene Centre, Department of Infectious and Tropical Diseases, London School of Hygiene and Tropical Medicine, London, England, UK. val. curtis@lshtm.ac.uk
library
AJPH.2006.090589 10.2105/AJPH.2006.090589 17329646
date_accepted
date_online
created
2007-03-05 08:41:22
modified
2016-07-08 00:00:00
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<ArticleId IdType="pubmed">17329646</ArticleId>