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A social marketing approach to value creation in a Well-Women’s health service

Zainuddin, Nadia, Previte, Josephine, & 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), pp. 361-385.

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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 and uses an experiential approach to value, guided by a social marketing approach to behaviour change. An experiential approach is deemed more appropriate for government health-care services that are free and for preventative rather than treatment purposes. Thus instead of using an illness-paradigm to view health services outcomes, we adopt a wellness paradigm. Using qualitative data gathered during 25 depth interviews the authors 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.

Impact and interest:

4 citations in Scopus
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ID Code: 45975
Item Type: Journal Article
Keywords: value dimensions, social marketing, preventative health, government service, conceptual
DOI: 10.1080/0267257X.2011.547081
ISSN: 0267-257X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 Taylor & Francis
Copyright Statement: This is an electronic version of an article published in [Journal of Marketing Management, 27(3-4), pp.361-385]. [Journal of Marketing Management] is available online at informaworld.
Deposited On: 15 Sep 2011 14:52
Last Modified: 03 Mar 2012 20:10

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