Using Social Marketing to Develop and Test Tailored Health Messages

David R. Black, PhD, MPH, CHES, FASHA, FSBM, FAAHB; Carolyn L. Blue, PhD, RN, CHES; Daniel C. Coster, PhD  

Objective: To advance and promote procedures to evaluate tailored health messages based on the 4 Ps of social marketing (SM). Method: Three studies are presented for heuristic purposes to show the evolution and application of a "research plan" to 3 phases of SM research that address the 4 Ps. Results: Qualitative and quantitative methods provide useful information to develop messages and to evaluate message efficacy for public health campaigns, to recruit participants to interventions, and/or to influence program adherence and participant retention. Conclusions: Formal, systematic research methods offer a viable means to evaluate the potential of SM constructs.

Am J Health Behav 2001;25(3):260-271.