Corporate Social Marketing: Message Design to Recruit Program Participants

David R. Black, PhD, MPH, FAAHB; Carolyn L. Blue, PhD, RN, CHES; Daniel C. Coster, PhD; Lisa M. Chrysler, MS  

Objective: To identify variables for a corporate social marketing (SM) health message based on the 4 P’s of SM in order to recruit future participants to an existing national, commercial, self-administered weight-loss program. Methods: A systematically evaluated, author-developed, 310-response survey was administered to a random sample of 270 respondents. Results: A previously established research plan was used to empirically identify the audience segments and the “marketing mix” appropriate for the total sample and each segment. Conclusion: Tangible product, pertaining to the unique program features, should be emphasized rather than positive core product and outcome expectation related to use of the program.
Am J Health Behav 2002;26(3):188-199