Identification of social marketing components for health sector policies with a meta-combination approach

Safid Dashti, Farzaneh; Hadi Peykani, Mehraban; Etebarian, Akbar

doi:JABM.3.2.15974.351256.3205

Identification of social marketing components for health sector policies with a meta-combination approach

Document Type : Excerpt from doctoral thesis

Authors

Farzaneh Safid Dashti ¹

Mehraban Hadi Peykani ²

Akbar Etebarian ³

¹ PhD student of public management Department of Manegament, Isfahan(khorasgan) Branch, Islamic Azad university, Isfahan, Iran.

² Assistant Professor of Public management, Department of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.

³ Full professor of public management, Department of Management, Isfahan(Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.

JABM.3.2.15974.351256.3205

Abstract

The current research was conducted with the aim of identifying the components of social marketing for the policies of the health sector. The current research method is qualitative with the help of meta-composite approach, which has been conducted using related studies, researches and theses in the field of the subject. After examining 470 studies, 120 studies were excluded due to the inconsistency of the title, 99 studies due to the inappropriateness of the abstract, and 251 studies due to the inconsistency of the content with the subject of the study, and finally the studies were reduced to 77 cases. The data was analyzed in three stages of open-centered and selective coding, and the output of the qualitative phase was the discovery of 408 primary concepts (which, due to the elimination of duplicates, eventually reduced to 188 concepts) and 28 categories and were identified in 5 dimensions, the dimensions of which were Form 1. Improving the level of community awareness in the field of health 2. Improving and designing health sector policies 3. Increasing public trust in the health sector 4. Effective implementation of health sector policies 5. Identifying the demands and expectations of the health sector, which was presented in the form of a conceptual model.

Keywords

social marketing

policy making

policy marketing and marketing

Subjects

Marketing

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