A social marketing approach to value creation in a well-women's health service

Zainuddin, Nadia, Previte, Josephine and Russell-Bennett, Rebekah (2011) A social marketing approach to value creation in a well-women's health service. Journal of Marketing Management, 27 3/4: 361-385. doi:10.1080/0267257X.2011.547081


Author Zainuddin, Nadia
Previte, Josephine
Russell-Bennett, Rebekah
Title A social marketing approach to value creation in a well-women's health service
Journal name Journal of Marketing Management   Check publisher's open access policy
ISSN 0267-257X
Publication date 2011-03-01
Year available 2011
Sub-type Article (original research)
DOI 10.1080/0267257X.2011.547081
Open Access Status DOI
Volume 27
Issue 3/4
Start page 361
End page 385
Total pages 25
Place of publication United Kingdom
Publisher Routledge
Language eng
Subject 1408 Strategy and Management
1406 Marketing
Abstract Understanding consumer value is imperative in health care, as the receipt of value drives the demand for health care services. While there is increasing research into health care that adopts an economic approach to value, this paper investigates a non-financial exchange context using an experiential approach to value, guided by social marketing thinking on behaviour change. An experiential approach is deemed more appropriate for government health care services that are free and preventative rather than for treatment purposes. Thus, instead of using an illness paradigm to view health-services outcomes, the researchers applied a wellness paradigm. Data from 25 depth interviews have been analysed by the authors to demonstrate how social marketing thinking has guided the identification of six themes that represent four dimensions of value (functional, emotional, social, and altruistic) evident during the health care consumption process of a free government service.
Keyword Social marketing
Value dimensions
Wellness paradigm
Preventative health services
Government services
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Online publication date: 23 February 2011

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 28 times in Thomson Reuters Web of Science Article | Citations
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Created: Fri, 11 Mar 2011, 01:47:41 EST by Karen Morgan on behalf of UQ Business School