Social Marketing: application and advantage in continuous medical education

AUTHORS

Mohsen Shams 1 , * , Arash Rashidian 1

1 Iran

How to Cite: Shams M, Rashidian A . Social Marketing: application and advantage in continuous medical education, Strides Dev Med Educ. 2007 ; 3(1):e57906.

ARTICLE INFORMATION

Strides in Development of Medical Education: 3 (1); e57906
Published Online: July 01, 2006
Article Type: Research Article
Received: July 10, 2017
Accepted: May 22, 2006

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Abstract

Background: The aim of continuous medical education is to improve physicians' performance.
Unfortunately, most of the efforts which have been done in recent years for achieving this goal have
been ineffective. Using ineffective educational methods and techniques are probably the major cause
of this deficiency.
Consumer-based models such as social marketing model can be used efficiently in the field of
medical education. Social marketing is “the use of commercial marketing concepts and tools in
programs designed to influence individual’s behavior to improve their well being and that of the
society”. In this paper the main concepts and principles of social marketing model have been
explained. Consumer analysis, market analysis, and channel analysis are the main concepts of social
marketing that can be used in the field of continuous medical education.
Conclusion: Although planning educational programs based on the mentioned principles seems to
impose more expenses, it increases the probability of success and can affect physicians’ behavior
more than other applied programs.

Keywords

Continuous Medical Education Social Marketing Behavior Change Consumer Market

© 2007, Medical Education Development Center. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/) which permits copy and redistribute the material just in noncommercial usages, provided the original work is properly cited.

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