Healthy Skepticism Library item: 10695

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Wayman JJ, Beall T, Thackeray R, Brown KR.
Competition: a social marketer's friend or foe?
Health Promot Pract 2007 Apr; 8:(2):134-9
http://hpp.sagepub.com/cgi/reprint/8/2/134

Abstract:

In public health social marketing, is there such a thing as “healthy competition,” or is the term an oxymoron? The primary focus of this article is on a type of competition that may not often be considered by public health social marketers—competition from other marketing activities that exist in the marketplace in which your intervention is operating. This could also be termed “promotion” competition. The purpose of this article is to briefly review promotion competition and then review competitive factors that can impact a social marketing initiative’s success, examine how to conduct a useful competitive analysis, and offer strategies for maximizing the benefits and minimizing the negative implications of competition on your efforts.

Keywords:
MeSH Terms: Competitive Behavior*/classification Cooperative Behavior Health Behavior Health Care Sector/trends Health Promotion/methods* Humans Organizational Culture Organizational Innovation Persuasive Communication* Public Health/methods* Social Conformity Social Marketing* Social Support United States