Healthy Skepticism Library item: 18239

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

do Paço A, Rodrigues RG, Duarte P, Pinheiro P, Martinez de Oliveira J, Soares M
The role of marketing in the promotion of breastfeeding
Journal of Medical Marketing 2010 May 21; 10:(3):199–212
http://www.palgrave-journals.com/jmm/journal/v10/n3/abs/jmm201013a.html

Abstract:

In recent years, researchers and health-care professionals have shown a growing interest in the health benefits associated with breastfeeding and the dangers associated with bottle feeding. At the same time, there has been a growing number of medical and academic studies showing that breastfeeding is beneficial and necessary. However, despite its being a socially important theme, little research has been undertaken in the marketing of breastfeeding. The purpose of this article is to review the use of social marketing as a tool for enhancing health promotion programmes, specifically those seeking to encourage the adoption of breastfeeding and to increase its prevalence. The implementation of the first phase of such a programme is described in the article. Based on a sample of women, this study illustrates mothers’ knowledge of breastfeeding, showing that social marketing programmes are needed to improve their level of access to information and increase the prevalence of breastfeeding.

Keywords:
breastfeeding; social marketing; public health; consumer behaviour; promotion