Medical education in the united states: A new frontier for social marketing?

Ronald W. Gimbel, Christy J.W. Ledford, Mark Stephens

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Social marketing has a long and robust history in health education and public health. Social marketing strategies are designed to promote desired behaviors in high-priority health-related areas. Most prior initiatives have utilized an "orientation to consumer needs" in program design and delivery. Traditional social marketing campaigns have targeted patients or specific segments of the public, rather than physicians and other healthcare providers, to deliver health-related messages. This commentary explores an emerging opportunity for the social marketing and medical education communities to collaborate and influence social change of medical students, interns, and residents-an "undiscovered" but influential consumer market. The authors offer a primer on the medical education environment as it relates to social marketing strategies for healthcare providers. Key themes and emerging needs in medical education are outlined. In particular, four major areas for collaboration with the social marketing community are highlighted. These include: emphasis on social accountability, use of technology in education and medical practice, alignment with changes in health care delivery, and future directions in the health care workforce. In addition, four practical strategies for meaningful colla-borations between medical education and social marketing leadership are presented. The medical education environment is an ideal platform for social marketing techniques to influence the behavior of developing physicians.

Original languageEnglish (US)
Pages (from-to)293-302
Number of pages10
JournalSocial Marketing Quarterly
Volume18
Issue number4
DOIs
StatePublished - Dec 1 2012

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Social marketing
Medical education
Healthcare
Physicians
Marketing strategy
Health
Accountability
Public health
Residents
Alignment
Health education
Education
Marketing education
Health care delivery
Medical practice
Medical students
Future directions
Consumer markets
Workforce

All Science Journal Classification (ASJC) codes

  • Economics and Econometrics
  • Marketing

Cite this

Gimbel, Ronald W. ; Ledford, Christy J.W. ; Stephens, Mark. / Medical education in the united states : A new frontier for social marketing?. In: Social Marketing Quarterly. 2012 ; Vol. 18, No. 4. pp. 293-302.
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Medical education in the united states : A new frontier for social marketing? / Gimbel, Ronald W.; Ledford, Christy J.W.; Stephens, Mark.

In: Social Marketing Quarterly, Vol. 18, No. 4, 01.12.2012, p. 293-302.

Research output: Contribution to journalArticle

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