The effectiveness of social marketing in global health: a systematic review

by Rebecca Firestone, Cassandra J. Rowe, Shilpa N. Modi et al.
Health Policy Plan. (2016) – First published online: July 31, 2016

15 pp. 325 kB

Social marketing is a commonly used strategy in global health. Social marketing programmes may sell subsidized products through commercial sector outlets, distribute appropriately priced products, deliver health services through social franchises and promote behaviours not dependent upon a product or service. The authors aimed to review evidence of the effectiveness of social marketing in low- and middle-income countries, focusing on major areas of investment in global health: HIV, reproductive health, child survival, malaria and tuberculosis.

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