"Social Marketing has risen quickly up the NHS agenda over recent years, since the landmark Public Health White Paper 'Choosing Health' 2004 and the subsequent establishment of the National Social Marketing Centre, which conducted a major review of Social Marketing culminating in the 'It's Our Health' report (2006). The report found that social marketing was under-developed in the UK and gathered a body of evidence as to effective practice elsewhere in the world from which the UK health and social sector could benefit."
"gathered a body of evidence as to effective practice elsewhere in the world from which the UK health and social sector could benefit. The report challenged the NHS and partners to develop new and best practice and move away from an 'awareness raising' approach to improving health to a new relationship with customers based on investing in understanding customer behaviour and building marketing and intervention mixes based specifically on changing, or preventing, behaviours harmful to health and encouraging healthy behaviours."
The North West NHS established a roster of 19 social marketing agencies following a procurement process that attracted over 120 agencies. McCann Erickson Communications House secured work across all six contract areas. The framework includes national consultancies and specialist social marketing firms and is available to over 50 NHS organisations in the region. The procurement was overseen by the North West Collaborative Commercial Agency with NHS North West, the National Social Marketing Centre and regional stakeholders. Social marketing rose on the NHS agenda after the 2004 'Choosing Health' White Paper and the National Social Marketing Centre's 2006 review, which found social marketing under-developed and recommended behaviour-focused interventions.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]