Дисертації: "Marketing of Health Science"

1

Soo, Jackie. "Point-of-Purchase Food Marketing and Policy Solutions." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:27201724.

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Background: Food marketing has been implicated as a driver of obesity. However, few studies have examined point-of-purchase marketing in supermarkets and restaurants, or marketing in lower-income countries. Furthermore, policy solutions to counteract marketing and provide consumers with objective nutritional information require evidence of efficacy. Paper 1. We documented child-oriented marketing practices, product claims, and health-evoking images on 106 cereals sold in Guatemala City, Guatemala. Linear regression was used to evaluate the association between various marketing strategies and nutritional quality. We found that child-oriented cereals had worse overall nutritional quality and higher sugar content compared to non-child oriented cereals. Cereals with health claims were not significantly healthier than those without claims. Paper 2. Menu items marketed on general and kids’ menu boards and signage were recorded at McDonald’s, Burger King, Wendy’s, and Taco Bell throughout the United States in 2010 and 2013. Linear regression was used to model changes over time in nutritional quality of marketed foods and beverages. On general menu boards, marketed items became healthier, improving in overall nutritional quality and decreasing in calories. This pattern was evident in all chains except Taco Bell, where marketed items increased in calories. On general menu boards and signage, while marketed foods improved in nutritional quality, marketed beverages remained the same or became worse. However, on kids’ menu boards, both foods and beverages became healthier. Paper 3. 1,958 adults completed an online survey. Participants were randomized to one of six labeling groups: No label; Calories per bottle; Traffic light; Warning label; Calories+Warning; Traffic Light+Warning. Differences in purchase intentions and perceptions for SSBs across groups were assessed with ANCOVAs. Single health warning labels on SSBs appeared as effective as single traffic lights or combined calories plus warning labels. Warning labels were most effective when combined with traffic light labels in conveying health-related risks associated with SSB overconsumption. Conclusions: Although marketed products in fast food restaurants in the United States appear to be showing modest improvements in nutritional quality, the increase in child-oriented marketing on nutritionally-poor items in other countries is concerning. Continued research on nutrition-minded policy solutions is essential.

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2

Lau, Hew Mun. "Disease marketing and patient coping : a research study." Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/78159.

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Thesis (S.M.)--Harvard-MIT Program in Health Sciences and Technology, 2012.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 80-87).
BACKGROUND: There is a high prevalence of disease marketing actions in the United States that are targeted towards patients with chronic illness. However, no study has assessed the direct effects of these marketing actions on patient coping attitudes and behaviors. OBJECTIVES: This study aims to investigate whether the mere presence of disease marketing impacts patient coping and if so, how do they affect patients' coping attitudes and behaviors. METHODS: We conducted a controlled experiment using online questionnaires to assess the disease perceptions, coping decisions and disease disclosure behaviors of 108 subjects. The subjects were divided into two groups where the experimental group (N = 55) was shown marketing actions associated with a fictitious disease called Karlsen's Disease while the control group (N = 53) was not shown any marketing actions. The subjects were then asked a series of questions related to health-related coping behaviors and non-health related social behaviors. T-tests and chi-square analyses were used to analyze the behavioral differences between the experimental (high-marketing) and control (no-marketing) groups. RESULTS: Subjects in the high-marketing group were overall significantly more willing to draft a will than subjects in the no-marketing group (t(106) = 2.64, p = 0.01); High-marketing group subjects were overall significantly more likely to wear a medical ID bracelet than no-marketing group subjects (c²(1, N = 108) = 3.71, p = 0.05); Among subjects who were willing to request a menu accommodation at a dinner party, those who were in the high-marketing group were significantly more likely to disclose their disease to the party host (c²(1, N = 90) = 4.65, p = 0.03); Subjects in the high-marketing group were also significantly more likely to anticipate greater understanding from the party host towards their menu accommodation request. When controlled for gender, women in the high-marketing group were more likely to join a patient support group (t(61) = 1.75, p = 0.09), and less likely to ask family and friends to shave their heads in show of solidarity (t(18) = -1.97, p = 0.07) than women in the no-marketing group; Men in the high-marketing group were more likely than men in the no-marketing group to disclose their health condition to the dinner party host (c²(1, N = 47) = 3.61, p = 0.06). Finally, among subjects with at least a 4-year college degree, those in the high-marketing group were more willing than those in the no-marketing group to wear a face mask to protect themselves from airborne pathogens in crowded public places (t(61) = 1.79, p = 0.08). CONCLUSIONS: Based on our results, the presence of disease marketing is anticipated to have a general positive impact on patient coping attitudes and behaviors. Chronically ill patients exposed to disease marketing actions are expected to anticipate less stigma from others, have increased willingness to disclose their illness and adopt health seeking behaviors. Disease marketing is also expected to have differential impact on patients based on their gender and level of education. Follow-up studies using real patients with chronic illness should be carried out to confirm the findings from this study.
by Hew Mun Lau.
S.M.

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Perkins, Renee. "The Influence of Marketing Strategies on Employee Perception of a Small Rural Kentucky Hospital." TopSCHOLAR®, 1992. https://digitalcommons.wku.edu/theses/2716.

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A well-known fact relating to health care in the 1990s is the delimma being faced by small rural hospitals across the United States. They are now at a crossroads between survival and closure. This thesis addresses the influence that effective marketing strategies can have on the outcome of rural hospitals if such strategies are targeted to the right populations Although the patients, the community, and the physicians are important target groups, this thesis addresses the impact marketing can have on the employee population and how that population can, in turn, affect community perception. This is the first study to be done at Caverna Memorial Hospital to indicate employee perception as a result of marketing, and careful research of available literature shows that it may well be one of the first done in a rural hospital in Kentucky on this particular relationship An important premise to this study is the fact that employees need to know that their success as an employee is dependent upon the hospital and, just as important, the hospitals survival can be dependent upon the employees' influence on potential customers. The study concentrated on outpatient services and took place in a 30-bed hospital located in south central Kentucky. This hospital has economic problems and conditions that make it typical of small rural hospitals across the country. The instrument utilized for this study is a pretest and posttest questionnaire presented to the entire employee population before and after a period of time when marketing endeavors were undertaken by the hospital. To test the difference of scores between the pretest and posttest, repeated measures Analysis of Variance was used to compare means of both groups. The principle finding was that employees viewed the hospital and its' outpatient services in a more positive light after marketing endeavors had been undertaken. Since effective marketing endeavors do have the potential of positively influencing employees in a small rural hospital setting, and since hospital employees have the potential of influencing potential customers, hospital administrators may do well to consider budgeting for marketing and directing such marketing tactics to the often forgotten employee population.

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Laurendeau, Hélène. "Les effets d'un programme d'information nutritionnelle sur le contenu du panier de provisions /." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=59925.

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In 1988, an important Quebec chain of supermarkets organized and sponsored a campaign to promote healthy eating habits and regular physical activity. Six comprehensive articles were published weekly in a free flyer. The hypothesis underlying this study is that the program changes the buying habits of customers, as reflected by the content of their grocery carts. Data were collected at four points in time in one supermarket. Four independent samples of customers (N = 465) answered a brief questionnaire and the descriptive sales slip was used to analyze the food items in their shopping carts. The major dependent variables were the portions of various food groups, and fiber and lipid densities per dollar. Results show that, over time, customers lowered the lipid content and increased the fiber content of their purchases. This suggests that the food industry can play an effective role in improving the well-being of their clients.

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Nelson, Kristin. "Orthodontic Marketing Through Social Media Networks: The Patient and Practitioners' Perspective." VCU Scholars Compass, 2014. http://scholarscompass.vcu.edu/etd/3335.

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Objective: The aim of this study was to (1) assess the orthodontic patient and practitioner use and preferences of social media, and (2) to investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. Material and Methods: A survey was distributed to all participants, which included orthodontists from the American Association of Orthodontists (AAO) and patients/parents from the VCU Orthodontic Clinic and Private Practices throughout the United States. The participants were asked to answer questions related to their use of social media as well as their perceptions of usage of social media in the orthodontic practice. Results: 76% of orthodontists, 71% of the VCU Practice participants and 89% of the Private Practice participants used social media, with the highest preference for Facebook among all of the participants. Orthodontist’s posed information more often in the morning and afternoon (40% and 56%, respectively) and patients used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practice were social media and a practice website (76% and 59%, respectively). Social media and practice websites were positively related to new patient starts (P=0.0376, P=0.0035, respectively). Newspapers were negatively related to new patient starts (P=0.0003). Conclusions: Social media use was more common in females and younger adults and facebook was the most commonly used social media site among all of the participants. Orthodontists posted information on social media websites mainly in the morning and afternoon, while patients spend more time on social media sites in the evening. Newspaper advertisements were negatively related to new patient starts. Facebook and Twitter were positively related to new patient starts when used as a marketing and communication tool in the orthodontic practice.

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6

Van, Sickle John David. "The rise of asthma and allergy in South India: How representations of illness influence medical practice and the marketing of medicine." Diss., The University of Arizona, 2004. http://hdl.handle.net/10150/290053.

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Asthma has become one of the most commonly talked about and politically charged health topics in India. Yet, less than a decade ago, international studies reported that rates of the disease in the country were among the lowest in the world. This dissertation examines how asthma rapidly became a preeminent health concern in Tamil Nadu. I document and critically examine factors that have led to the phenomenon of asthma, from the multiple perspectives of its sufferers, the practitioners who diagnose and treat the disease, and the pharmaceutical companies that develop and market products for its management. I examine how popular representations of asthma and allergy--which view the disease as the result of an increasingly toxic environment, a more susceptible population, and new, modern ways of life--have influenced the social meaning and medical management of asthma. Using a variety of data, I describe patterns of health care seeking, the therapeutic regimens prescribed for asthma, and the important role played by factors such as the affordability of medications, and the perceptions of the activity and potential harm of medications, such as steroids. I look at increasing coverage of asthma in the Indian print media, and the efforts of the private health care industry and Indian environmental organizations, to draw further attention to the disease. Through detailed clinical observations and interviews with a wide range of allopathic and traditional Indian medical practitioners, I outline the variety of professional understandings and therapeutic approaches toward asthma, describe important differences in the interpretations of its symptoms, and examine the medical and social factors contributing to misdiagnoses, underdiagnosis, and undertreatment. In addition to medical knowledge about asthma, practice patterns are determined by a variety of practical logics, including economic competition in the pluralistic marketplace, the social relations of disease labels, and the pressures to forge a stable relationship between practitioner and patient. Finally, I describe the variety of techniques through which some of the leading drug companies in India have actively promoted asthma and allergy, and provide an ethnographic account of the introduction of new asthma drugs--the leukotriene receptor antagonists--to the Indian market.

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Johnson, Jeffrey A. (Jeffrey Allen) 1964. "A comparison of satisfaction with pharmacy services between mail and traditional pharmacy patrons and an evaluation of the relationship with health status." Diss., The University of Arizona, 1996. http://hdl.handle.net/10150/290607.

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The aims of this research were to determine the level of satisfaction with pharmacy services among enrollees of a managed care organization, compare the level of satisfaction between mail pharmacy and traditional pharmacy patrons, and evaluate the relationship between satisfaction with pharmacy services and health status. Data was collected via telephone interviews with 1,362 enrollees of the managed care organization. The overall response rate was 65%. Satisfaction was measured using previously developed items for traditional pharmacy services, and newly developed, parallel items for mail pharmacy services. Scores were calculated for hypothesized multi-item dimensions of satisfaction. Health status was measured using the physical and mental health composite scores of the SF-12 Health Survey. Satisfaction with pharmacy services was compared between patron groups using ANOVA and ANCOVA models. Confirmatory factor analysis and structural equation modeling (SEM) were used to evaluate the dimensional structure of satisfaction with pharmacy services and the relationship between satisfaction with pharmacy services and health status. The results indicated that mail pharmacy patrons were more satisfied than traditional pharmacy patrons with their pharmacy services in general, and specifically with the financial aspects and technical quality of those services. When the comparisons were adjusted for general satisfaction with medical care and mental health status, mail pharmacy patrons still had greater levels of general satisfaction with pharmacy services. However, when these covariates were included in the comparison of satisfaction with financial aspects and technical quality of pharmacy services, dimension scores between the two patron groups were not significantly different. Internal consistency reliability coefficients for the multi-item dimensions of satisfaction were in the range of 0.53 to 0.77, with the exception of the Written Information dimension for mail pharmacy service, where the alpha coefficient was 0.37. A positive correlation between the dimension scores for general satisfaction with pharmacy services and general satisfaction with medical care lends support to the construct validity of the measurements. Additionally, it was concluded that, as expected, general satisfaction with pharmacy services was positively correlated with mental health status, but there was no significant relationship between physical health and satisfaction with pharmacy services.

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8

Lesser, Warren P. "Physician decision criteria regarding omega-3 dietary supplements." Thesis, Walden University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3611495.

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American Heart Association officials and other expert cardiologists recommend omega-3 (n-3) dietary supplementation for the secondary prevention of cardiovascular disease, a prevalent health problem in the United States. Physicians' lack of understanding of possible n-3 preventive health benefits results in underprescribing n-3 dietary supplements and lower n-3 dietary supplement product sales. N-3 dietary supplement marketers do not understand physician n-3 prescribing decision criteria enough to optimize high-impact communication to physicians to increase n-3 dietary supplement product use. The purpose of this phenomenological research study was to improve n-3 marketers' understanding of how physicians reach decisions to prescribe or recommend products including n-3 dietary supplements. Argyris' ladder of inference theory provided the study framework to facilitate understanding physicians' decision criteria. Rich data collected and analyzed from 20 primary care physician interviews in Kentucky, Indiana, and Tennessee revealed physicians use similar decision criteria for drugs and n-3s. Three essential influencers of physician decisions included clinical evidence, personal experience, and cost. Other influencers were opinions of peers, pharmaceutical representatives, samples, direct-to-consumer advertising, and knowledge of dietary supplements. Study outcomes may inform pharmaceutical marketers regarding presentation of clinical evidence, cost emphasis, and pharmaceutical representative skills and may facilitate competitive advantage for n-3 marketers. The social benefit of this study is improved physician understanding of n-3s may result in more accurate and appropriate prescribing to augment positive health outcomes.

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9

Auxier, William R. "The relationship of servant leadership attributes to sales performance of salespersons in the healthcare industry in 2011." Thesis, Andrews University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3563464.

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Problem: Servant leadership scholars have claimed that servant-led business organizations are more financially viable, but these claims are based on anecdotal evidence. This quantitative study examines the relationship of servant leadership to revenue generation in business organizations by analyzing the predictability of servant leadership attributes on sales performance. This was accomplished by studying salespersons in the healthcare industry.

Method: One hundred ninety-four study participants completed questionnaires providing quantitative measurements of the seven factors of servant leadership: (a) developing and empowering others, (b) humility, (c) authentic leadership, (d) open participatory leadership, (e) inspiring leadership, (f) visionary leadership, and (g) courageous leadership, utilizing the Servant Leadership Profile—Revised (SLPR). Sales performance was measured by sales ranking within each respective salesperson's company, and broken down into three categories; (a) Top 20%, (b) 21%–40% and (c) 41% and below.

Results: Discriminant function analysis generated two discriminant functions that were significant. The first discriminant function was labeled Voice and had the strongest relationship with the following factors of servant leadership: developing and empowering others, authentic leadership, and visionary leadership. The first discriminant function was a good predictor of sales performance. The second discriminant function was labeled Human Resource Management and had the strongest relationship with the following factors of servant leadership: open participatory leadership, courageous leadership, and inspiring leadership. The second discriminant function predicted membership in the 21%–40% sales-ranking group, mediocre sales performance. One factor of servant leadership, humility, was eliminated as a predictor of sales performance.

Conclusions: Developing and empowering others, authentic leadership, and visionary leadership are good predictors of sales performance. Open participatory leadership, courageous leadership, and inspiring leadership predict mediocre sales performance. Humility was eliminated as a predictor of sales performance. Business leaders with high mean scores for developing and empowering others, authentic leadership, and visionary leadership are likely to have a positive impact on the financial viability of a business organization.

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Anderson, Kathryn J. "Tobacco use and cessation| What matters to southeast Alaska native young adults?" Thesis, University of Alaska Fairbanks, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3610757.

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Background: The smoking rate among young Alaska Native adults (ages 19-29) in Southeast Alaska is 70% as compared to the statewide adult smoking rate of 21%, the Alaska Native adult rate of 41%, and the overall young adult rate of 32%. Southeast Alaska Regional Health Consortium (SEARHC), the non-profit tribal health consortium serving Southeast Alaska, commissioned this research to inform development of a young adult-specific, social marketing-based smoking cessation intervention.

Methods: Using purposive sampling, 23 individuals were recruited for five focus groups and four individual interviews in Juneau, Alaska. Following a social marketing framework, the research assessed participant beliefs about the benefits and negative impacts of smoking, barriers to quitting, and preferred quit support methods, as well as participant reactions to particular anti-smoking advertisements and quit support methods.

Results: Almost all participants reported an interest in quitting smoking. Stress relief, boredom relief, relaxation, and oral satisfaction were the main benefits of smoking. Downsides to smoking included negative short-term health impacts, negative impacts on children in the extended family, and negative cosmetic impacts. Barriers to quitting included loss of listed benefits, addiction and habit, fatalism, and the high prevalence of smoking among family and friends. The preferred method of quitting was cold turkey (unassisted quitting), with very few participants reporting use of counseling or pharmacotherapy. Participants preferred high emotional level anti-smoking advertisements with either strongly negative emotional valence (e.g., fear and disgust) or strongly positive emotional valence (e.g., joy, happiness). Reaction to quit support methods was most favorable to texting support and a smart phone app, and most negative toward a smart phone video game. Reaction to counseling was strongly supportive among those who had tried it and largely but not totally negative among those who had not.

Conclusion: Young Alaska Native adults in Juneau who smoke are interested in quitting but prefer cold turkey to counseling and pharmacotherapy. They are more concerned about short-term than long-term health impacts, and they are sensitive to the impact of smoking on their appearance and on children in their extended family. Findings formed a foundation for a proposed social-marketing based intervention.

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11

Biroscak, Brian J. "Use of System Dynamics Modeling to Explicate the Theory-of-Change of a Social Marketing Innovation." Scholar Commons, 2014. https://scholarcommons.usf.edu/etd/5184.

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Community coalitions are an important part of the public health milieu and thus subject to many of the same external pressures as public health organizations--including changes in required strategic orientation. Many funding agencies have shifted their funding agenda from program development to policy change. Thus, the Florida Prevention Research Center created the Community-Based Prevention Marketing for Policy Development framework to teach community coalitions how to apply social marketing to policy change. The dissertation research reported here was designed to explicate the framework's theory-of-change. The research question was: "What are the linkages and connections between CBPM inputs, activities, immediate outcomes, intermediate outcomes, and ultimate impacts?" The author implemented a case study design, with the case being a normative community coalition. The study adhered to a well-developed series of steps for system dynamics modeling. Results from model simulations show how gains in performance depend on a community coalition's initial culture and initial efficiency, and that only the most efficient coalitions may see benefits in coalition performance from implementing Community-Based Prevention Marketing for Policy Development. Theoretical implications for social marketers--e.g., real-world example of how to work `upstream'--and system dynamics modelers--e.g., application of generic structures--are discussed. Practical implications for the framework's developers--namely, the importance of managing the early expectations of framework adopters--are discussed as well.

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12

Baker, Eve A. "The Rhetoric of Organic Food Packaging." University of Dayton / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=dayton1353339137.

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13

Morgan, Susan Elaine 1967. "Metaphorical messages and the literal-minded: Accounting for individual cognitive differences in the design of persuasive health messages." Diss., The University of Arizona, 1997. http://hdl.handle.net/10150/282312.

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Although metaphor has been a subject of study for centuries, few experimental studies have attempted to demonstrate the persuasive power of messages containing metaphors. Moreover, it is rarely acknowledged that metaphors and analogies can serve as valuable tools to tailor messages to the values of culturally diverse populations. This dissertation outlines the utility of incorporating metaphors and analogies within persuasive messages and advances a method for generating culturally appropriate metaphors and analogies. The literature on the neurophysiological basis of figurative language processing is reviewed in an attempt to uncover the origin of the persuasive power of metaphor. This literature leads to the development of the concept of Literal Mindedness as a way to explain individual differences in responses to figurative language. The Literal Mindedness Inventory is developed as part of this dissertation research, and its convergent validity with Need for Cognition also is established. Finally, an experiment was conducted to test the effect of metaphors and analogies and Literal Minedness on persuasion. To assess the effect of metaphors and analogies on the reception of persuasive health messages (HIV prevention/pro-condom messages), nine messages representing three levels of metaphors and analogies were tested on outcome measures such as fear, efficacy, message evaluation, and knowledge and attitudes. The hypotheses advanced in this study were partially supported, and form the basis of a number of recommendations for future research.

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14

Kennedy-Tucker, Patricia Elaine. "Direct-to-Consumer Advertising of Drugs and Patients' Health Care Seeking Behaviors." ScholarWorks, 2014. https://scholarworks.waldenu.edu/dissertations/42.

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Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were derived from an online survey adapted from the U.S. Food and Drug Administration. Participants included 235 college-affiliated adults. Data were analyzed using descriptive statistics and analysis of variance. The Bonferroni correction was used to control the family-wise Type I error rate. The most significant findings of this study are that DTCA is associated with patients asking more questions, having more office visits, and patients having a lower overall health status. Future researchers should consider a non-college-affiliated sample and the post-implementation impact of the Affordable Care Act. This study helps to address the community challenges of how DTCA impacts prescription drug use and costs, as well as patients' understanding of the associated risks. Having knowledge of the impact of DTCA can help patients and their communities, employers, and governments make more informed decisions that will positively impact their health, wellbeing, and prescription expenses.

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Carmichael, Timothy Roy. "Improving Medicare beneficiary recall and comprehension of Medicare information." Thesis, The University of Arizona, 2001. http://hdl.handle.net/10150/278774.

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The Health Care Finance Administration is challenged with improving enrollment into the alternative managed health care system called Medicare+Choice. The current Medicare cohort is knowledgeable about where to obtain information about Medicare+Choice, but they cannot recall the terminology or comprehend the concepts of the program. This study attempts to improve older adult recall and comprehension of Medicare managed care written text, with the goal of improving their attitude toward Medicare managed care. Older adults (n = 49) from a community located in the Southwest were randomly assigned to one of three study conditions. Analysis of Variance, Tukey HSD, and correlation analysis were conducted on questionnaire responses measuring for recall, comprehension and attitude. An "Elderspeak Process" improved older adult recall of specific terms, words, and phrases about Medicare and Medicare managed care. Medicare managed care organizations can use the process to simplify information about their managed care programs to knowledgeable older adults.

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Clark, W. Andrew, J. Paul Sims, Craig A. Turner, and Jon L. Smith. "Embedding Innovation Process And Methodology In Engineering Technology And Business Management And Marketing Courses." Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etsu-works/2500.

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For many business segments, true “out of the box” innovation occurs in entrepreneurial companies where the founders aren’t hindered with the research paradigms established by mainstream businesses. The founders of these companies, many times technologists and scientists, see the application of the technology long before potential customers develop an understanding of the capabilities that the new technology can bring to the marketplace. Many times these “new technology ideas” have been developed though modifying an existing dominant design (product or service) to meet an unforeseen market need or through the development of a new design that may become the new industry standard. The competitors of tomorrow may reside in radically different markets yet have the insight to envision the application or modification of an existing technology to a market segment that they are currently not involved in. Teaching engineering technology students techniques and visioning tactics related to the innovation process has been difficult. Several of the authors have experienced, both in the classroom and in industrial settings, that many engineering and engineering technology students see innovation as the application of engineering principals resulting in small incremental changes in a process. Although these changes may result in a more efficient process through increased productivity, reduced waste, faster cycle times, etcetera; continuous improvement projects many times do not generate the dramatic market changes seen with a new dominant design. In fact in many established industries, disruptive innovation is discouraged in favor of continuous innovation because of the uncertainty of the risk/reward quotient and the impact that failed experimentation (increased research and development costs) can have on Wall Street’s perception of a company. Our university recently merged the colleges of Business and Technology and Applied Sciences resulting in a cross-pollinated faculty and the establishment of courses in the graduate and undergraduate curriculum where business and engineering technology student’s work together on class projects, many of which involve an innovation component. It is interesting that many of the faculty who incorporate a discussion or exercise related to the innovation process in their classroom have had extensive experience in an industrial setting prior to joining the university faculty. Industry seasoned faculty bring their “real-world” experience to the classroom and challenge students to move beyond continuous improvement projects. In several cases, ideas generated in the classroom or through collaborative efforts between the business and technology faculty have resulted in prototypes being built in the laboratory for further testing of the prospective innovation. The presence of a technology-centered business incubator located within walking distance from campus provides students the opportunity to observe several high technology businesses that have developed new technology niches in established market segments. These businesses provide consulting opportunities for cross-disciplinary graduate student teams to observe the challenges of introducing a new technology to address previously met market needs through introduction of a superior product. The business incubator is further linked to a sister technology-centered business incubator in Europe providing students (graduate and undergraduate) the opportunity to evaluate if a new technology should be launched initially in the United States or Europe. The creation of these learning opportunities mimic the industrial setting where graduates will be required to operate in cross-disciplinary teams that may address global manufacturing and marketing decisions. This paper discusses the pedagogical approaches several faculty members have developed to introduce and cultivate a creative innovation process to undergraduate and graduate students enrolled in technology engineering and business marketing and management classes. These approaches include identifying unmet market niche opportunities, identifying technologies utilized in alternative markets that could be utilized for different market segments, classroom exercises to compel students to search existing patent literature, ideation and brainstorming exercises and researching business entities to identify their technology strategy and implementation plans.

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Brennan, Julie. "A selective prevention study decreasing body dissatisfaction and eating disorder symptomatology in sorority women using psychoeducation, social norms, and social marketing strategies /." Connect to this title online, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1121286117.

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Thesis (Ph. D.)--Ohio State University, 2005.
Title from first page of PDF file. Document formatted into pages; contains xii, 194 p.; also includes graphics. Includes bibliographical references (p. 127-140). Available online via OhioLINK's ETD Center

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18

Edwards, Daenya T. "The Effect of Media Advertising on Consumer Perception of Orthodontic Treatment Quality." VCU Scholars Compass, 2006. http://scholarscompass.vcu.edu/etd/853.

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A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by 8 orthodontic offices in and around the Richmond, Virginia area. Out of 676 surveys, 655 (97%) were returned. Respondents most often cited dentist and patient referrals as how they learned of the orthodontic practices they visited (50%- 57%). However, a caring attitude and good practitioner reputation were cited as the top reasons influencing selection of an orthodontist (53% and 49% respectively). Fourteen percent to 24% of respondents felt that advertising orthodontists would offer a lower quality of care than non-advertising orthodontists. Newspaper, magazine, and direct mail advertisements were viewed more favorably than radio, television and billboard advertisements. Chi-square analyses revealed few statistically significant differences in perception between different income and education groups.

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Habura, Michael. "The effects of a student focused print intervention on the physical activity habits of freshmen college students." Scholarly Commons, 2014. https://scholarlycommons.pacific.edu/uop_etds/309.

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Significant amounts of researchers have found college students' physical activity participation decreases as they transition from high school to college. Numerous methods to overcome this reduction in physical activity have been explored. The purpose of this research is to determine the effects of a student focused print brochure on the physical activity habits of freshmen college students. To determine if the brochure was effective, incoming freshmen college students were grouped into three intervention conditions and asked to participate in a pre and post intervention survey that assessed their physical activity participation eight months prior to arriving at university and again six weeks into college. The researcher hypothesized that students' who received the student focused brochure would exhibit greater amounts of physical activity than those in the other two groups during the intervention period. Consistent with previous studies, the mean physical activity levels of each condition dropped. However, the results indicated that statistically the student focused brochure had the greatest impact in minimizing students' drop in physical activity. Recreation and public health practitioners should create market specific promotional materials that take advantage of current trends in technology. Suggestions for future research include exploring the effectiveness of physical activity promotional material created for specific market segments and using social media and cell phone applications to promote physical activity participation.

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Brown, Shonda Dellena. "An Information Privacy Examination of the Practices of Pharmaceutical Companies Regarding Use of Information Collected Through Their Websites." NSUWorks, 2015. http://nsuworks.nova.edu/gscis_etd/47.

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Consumers have begun to take a more proactive approach to their healthcare by accessing pharmaceutical companies Websites to obtain health and drug information, support groups, rebates, coupons, as well as free drug trials. In exchange for these benefits, companies require consumers to voluntarily disclose information. However, research has shown that consumers continue to be concerned about how their information is managed, used, and distributed by companies, especially if accessed via the Web. To date, there has been limited empirical research to examine the actual online practices of companies when it comes to privacy, especially those of pharmaceutical companies. Using Delphi expert panel process, the components of a benchmarking index were identified to examine the documented and actual online practices of 100 Website registrations with pharmaceutical companies. The evolution for the development of an index to measure the personal information privacy violations of pharmaceutical companies is presented. Second, empirical evidence is provided regarding the magnitude of voluntary adherence to the Fair Information Practices (FIPs) by pharmaceutical companies based upon the personal information privacy violations. The results revealed that companies with headquarters in Europe had fewer personal information privacy violations than those in Asia, UK, and the US. Moreover, the results indicate that fewer personal information privacy violations occur for chronic conditions than for non-chronic conditions, as well as fewer violations occur with Website registrations for updates than for discounts. Finally, both Europe and UK demonstrated more overall adherence to FIPs than the US and Asia. This suggests that self-regulation may not be sufficient, while more enforcement may be necessary to decrease personal information privacy violations.

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Howat, Edward G. "Factors Influencing Student-athlete Choice of Institution." Digital Commons @ East Tennessee State University, 1999. https://dc.etsu.edu/etd/2923.

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The purpose of this study was to determine the factors that influenced prospective student-athletes to attend East Tennessee State University. Using a qualitative research design, interviews were conducted with 36 freshman scholarship student-athletes. Participants represented student-athletes from each sport. A literature review covered the history of intercollegiate athletics, the history of recruiting student-athletes, the process of recruiting student-athletes, and the decline of public perception towards intercollegiate athletics. Results from the interviews were analyzed using inductive analysis. Patterns, themes, and categories of analysis emerged from the data. The data from the interviews were then unitized and categorized. The categorized units were used to formulate grounded theory. The computer software package QSR NUD.IST 4.0 was used for analyzing the data. Results showed that the ETSU campus personnel were the most influential to prospective student-athletes in deciding to attend East Tennessee State University. The coaching staff at ETSU was mentioned by 27 (75%) of the interviewees. Other ETSU campus personnel were mentioned by 18 (50%) of the interviewees. Finally, current team members were mentioned by 16 (44%) of the interviewees. Facilities located at ETSU were also influential to prospective student-athletes. The dormitories were mentioned by 16 (44%) interviewees. The recently renovated athletics weight room was mentioned by 12 (33%) interviewees. Finally, the Memorial Center was mentioned by 10 (28%) of the interviewees as being influential in the decision-making process. Lastly, 15 (42%) of the interviewees mentioned their academic interests were best served by attending East Tennessee State University. The Quillen College of Medicine was a big factor to several interviewees. The reputation of the College of Business was important to a couple of prospective student-athletes. Also, many interviewees mentioned that the size of the university was influential to them academically. There were eight recommendations that emerged from the study. The first is that the ETSU coaching staff should continue to be heavily involved in the recruiting process. Secondly, the coaching staff should recognize that prospective student-athletes find the people at ETSU very helpful and friendly. Prospects should meet as many people on campus as possible. The third involves the information sent to prospects in the form of letters. A series of letters should be developed to highlight the strengths of ETSU, to include: the academic strengths of ETSU, the dormitories, the coaching staff, the athletic facilities, the newly constructed library, the Trip-Cities area, the Southern Conference, the recent success of the individual athletic programs, and the strength of schedule. The fourth is scheduling official visits during times the current team members are on campus. The fifth includes scheduling tours of the athletics facilities, to include a visit to the weight room. The sixth is athletic programs that have experienced recent success should highlight this success as much as possible to prospective student-athletes. The seventh is for the coaching staffs to determine the academic interests of the prospects early in the recruiting process. The last recommendation is that all female prospects tour Luntsford Apartments during the official visits.

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Olofsson, Terése, and Hanna Pettersson. "I en stödjande miljö är hälsosamma val enkla val : En kvantitativ studie om konsumenters upplevelser av hälsosamma livsmedelsval." Thesis, Luleå tekniska universitet, Institutionen för hälsovetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79281.

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Introduktion: Ohälsosamma matvanor är en av de största riskfaktorerna för ohälsa och förekommer oftare i socioekonomiskt svagare grupper. Tillgängligheten av livsmedel påverkar både vilka kostval vi gör och hur mycket vi konsumerar. Marknadsföring påverkar tillgängligheten och används för att styra konsumenternas livsmedelsval. För att främja hälsosamma val behövs stödjande miljöer med tillgängliga, prisvärda och hälsosamma livsmedel. Syfte: Syftet är att undersöka hur hälsosamma livsmedelsval har samband med konsumenters upplevelser av dagligvaruhandelns bidrag till stödjande miljöer för hälsosamma livsmedelsval. Metod: En kvantitativ tvärsnittsdesign tillämpades. Datainsamlingen skedde genom webbenkät vilken länkades till informanter via sociala medier. Deskriptiv analys användes samt positiv oddskvot för att belysa det salutogena perspektivet. Ett p-värde på <0,05 ansågs signifikant. Resultat: Respondenterna (n=346) var kvinnor och män över 21 år. Majoriteten var kvinnor i medelåldern, med högskole- eller universitetsexamen samt medelinkomst. Konsumenter som väljer hälsosamma livsmedel har samband med sinnesstämning, naturliga livsmedel och tillgänglighet. Slutsats: Det är viktigt att hälsofrämjande insatser riktas mot hela samhället och stärker medvetenheten om hälsosam kost. Då studien visade samband mellan konsumenters upplevelser av dagligvaruhandelns stödjande miljöer och hälsosamma livsmedelsval, bör hela livsmedelskedjan medvetandegöras om hur folkhälsan påverkas av stödjande miljöer.
Introduction: Unhealthy eating habits are one of the major risk factors för unhealth and occur more frequently in low socioeconomic areas. The availability of food affects both the dietary choices we make and how much we consume. Marketing affects accessibility and is used to guide consumers' food choices. In order to promote healthy choices, supportive environments with available, affordable and healthy foods are needed. Aim: The aim is to investigate how healthy food choices are linked to consumers' experiences of the grocery retailer's contribution to supportive environments for healthy food choices. Methods: A quantitative cross-sectional design was applied. Data was collected with a web survey. Descriptive analysis applied as well as logistic regression analysis and positive odds ratio was used to illustrate the salutogenic perspective. A p-value of <0.05 was considered significant. Result: The respondents (n = 346) were women and men over 21 years. The majority were middle-aged women, with a college or university degree and middle income. There is an association between consumers who choose healthy foods and mood, natural foods and availability. Conclusion: It is important that health promotion efforts are directed at the entire society and strengthen the awareness of healthy eating. As the study showed a correlation between consumers' experiences of the grocery's supportive environments and healthy food choices, the entire food supply chain should be made aware of how public health is affected by supportive environments.

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Stark, Hillary Lynn. "The Influence of Visual Sources of Nutrition-Oriented Information on Young Adults' Dieting Efforts." Thesis, University of North Texas, 2018. https://digital.library.unt.edu/ark:/67531/metadc1404539/.

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The goal of this study was to investigate visual sources of nutrition information relied upon by young adults, specifically college-aged students between 18-30, as this is an under-represented population within current academic literature. A sample of more than 700 18- to 30-year-old college students were surveyed regarding their use of nutrition-driven information, with specific questions regarding the participants' awareness and use of the Food and Drug Administration's standardized nutrition facts labels, as well as the use of smartphone applications for tracking one's food and beverage consumption on a regular basis. Using structural equation modeling, a statistically significant theoretical model was developed with regards to individuals finding greater long-term satisfaction in their dieting efforts if they tracked their consumption on a regular basis, with even greater significance being found through the aid of smartphone applications for recording consumption. An analysis of the content of three online diet and exercise-driven brands was also conducted to determine the currently optimal social media platform for nutrition information exchange, and to identify the type of diet-driven information that generates the greatest amount of engagement within an online network. Of the social media platforms analyzed, Instagram proved to be the most optimal for nutrition information-exchange, and that humorous and relevant content shared by dieting brands generated the greatest engagement within their online networks. These studies confirmed that formal visual sources of information, specifically the FDA's nutrition fact labels, are not regularly acknowledged nor implemented within this population, but rather informal visual sources of information, such as content shared across social media channels and the use of smartphone applications, are heavily relied upon when dieting within the young adult population. These research implications are relevant and timely to academics, health professionals, and governmental entities, as they support the need for greater educational endeavors towards increasing the public's nutrition and food literacies, as well as provide an improved strategy for individuals who are dieting through a model for increased satisfaction in one's dieting efforts.

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Ren, Jing. "The Determinants for Chinese Consumers’ Intention to Use Soy-based Dietary Supplements: An Application of The Theory of Planned Behavior." Columbus, Ohio : Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1237909867.

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25

Balbo, Laurie. "Les communications de santé : l'effet du cadrage du message et de l'objectif annoncé (prévention versus dépistage) et la médiation par la valence de l'imagerie mentale." Phd thesis, Université de Grenoble, 2011. http://tel.archives-ouvertes.fr/tel-01062097.

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Dans nos sociétés modernes, la santé et le bien-être des individus occupent une place de plus en plus grande, ce qui a conduit les chercheurs en marketing à s'intéresser aux problématiques liées à la promotion de la santé (Block et Keller, 1995; Cox et Cox, 2001; Keller et alii, 2003; Zhao et Pechman, 2007). Sur la base des recherches qui étudient les stratégies de communication susceptibles de provoquer le changement comportemental, ce travail doctoral cherche à répondre à la problématique suivante : comment améliorer l'efficacité des communications de santé ? Par le biais de deux expérimentations menées aux Etats-Unis entre 2009 et 2010, cette recherche étudie l'effet de deux caractéristiques du message, à savoir, le cadrage des conséquences du message (gains versus pertes) et l'objectif annoncé de la communication (prévention versus dépistage). Les résultats soulignent notamment qu'un cadrage de gains provoque une attitude plus favorable envers la recommandation, une intention plus élevée de la suivre ainsi que des intentions d'échanges et de recherche d'information plus élevées, ce qui est d'autant plus vrai lorsque l'objectif annoncé est celui du dépistage. Cette recherche apporte également une meilleure compréhension des mécanismes impliqués en montrant qu'un message de pertes provoque une imagerie mentale de valence plus négative et que la valence des images mentales est médiatrice de l'effet du cadrage. Ce travail doctoral donne lieu à des contributions théoriques, qui permettent d'éclairer la littérature sur les communications de santé, ainsi qu'à des contributions managériales, qui apportent des enseignements aux décideurs des communications de santé.

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26

Petersen, J. "Social marketing and public health." Thesis, University College London (University of London), 2009. http://discovery.ucl.ac.uk/18925/.

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The public health field exists to safeguard the general public from health risks by controlling risk factors, classically through immunization programmes that prevent or control epidemics, or through actions such as monitoring the quality of drinking water. In our post-industrialised society, risk factors other than the environment, such as diet, exercise, tobacco and alcohol use, have grown in importance. The policy response to the growing demand upon healthcare services arising from chronic diseases caused by changing lifestyle factors has taking different forms, and these include targeting vulnerable groups using health promoting campaigns. This thesis addresses some of the challenges and opportunities in public health campaigns and healthcare planning that arise from the growing repositories of data that can be made available for targeting at the individual and small area level in a public health setting. The first part sets the scene by describing the concepts of health, public health and social marketing. The intention is to pave the way for broader discussions – in the progress of the thesis – about healthcare planning, population health, and social processes in the light of targeted public health interventions. Part two addresses the problems and possible solutions to a number issues in healthcare planning, starting with studies at the individual, then moving to organisations and ending with area classifications. The thesis draws on a number of case studies for targeting in a public health context including frequent accident and emergency users, teenage users of abortion services, women’s breast screening uptake, GP registration, and the neighbourhood characteristics of chronic disease patients. Finally, part three provides a synopsis of both context (part one), results (part two) and future perspectives on how routinely collected healthcare data can be used to create evidence for the planning of new cost-effective interventions.

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Taylor, Elizabeth Lee. "Meaning in Transition: An Ethnographic Study of the Cultural Construction of Health, Identity and Brands among Young Adults." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1609100/.

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This study explored the lived experience of Gen Z adults in a liminal life-stage crisis where the symbolic meaning of health, identity and brands are in transition. Sixteen ethnographic in-home interviews with college students were conducted and analyzed using Geertz's interpretive and Turner's symbolic anthropology. A hermeneutic textual analysis was used to interpret three types of phenomenological data: text, pictures and collages. An "incubation" step was key in the creative interpretation process where the leap from data to abstract themes was made. Environmental circumstances like money, time, resources and social networks change the quality of health, but the fundamental health explanatory system of a young person is a reflection of their family of origin experiences. Women associate health with mental health-independence and empowerment. Men define health as physical health-food and cooking. Skills such as cooking and shopping as well as the consumption of water, cannabis and other complementary products impact health and identity. Three health worldview themes emerged: health as negotiating identity; creating home; and taking responsibility. Implications for branding and public information campaigns to change the health beliefs and practices of young adults are offered. This thesis closes with a reflection on the "research study," the dominant symbol in the practice of research as a way to analyze the fluid role of consumer anthropology in a capitalist system.

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Denlinger, Katherine Lynn. "Food Marketing to Children and Health." Miami University Honors Theses / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1209348159.

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Cabaniss, Amy Dyer. "Message Matters: Application of the Theory of Planned Behavior to Increase Household Hazardous Waste Program Participation." Antioch University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=antioch1414697787.

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Rodrigues, Gabriel Kenzo. "Não há cura sem anúncio: ciência, medicina e propaganda (São Paulo, 1930-1939)." Pontifícia Universidade Católica de São Paulo, 2015. https://tede2.pucsp.br/handle/handle/12875.

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Made available in DSpace on 2016-04-27T19:31:05Z (GMT). No. of bitstreams: 1 Gabriel Kenzo Rodrigues.pdf: 6222688 bytes, checksum: 38738b55505645e9c073b456f3a5b4e4 (MD5) Previous issue date: 2015-04-06
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
This paper seeks to analyze the transition from a cure consumption model which embraced not only a scientific model viewed as obsolete, but also all kinds of popular cures to a new model recognized as scientific by official knowledge, which was closely linked not only to the latest discoveries in the pharmaceutical field, but to the new forms of production stemming from the Second Industrial Revolution, which in turn walked hand in hand with the international monopoly capitalism of the first half of the twentieth century. The approach adopted to understand the specificity of this period sought to link the development of this cure model to elements not limited to official documentation. Accordingly, this paper intends to analyze the trajectory of how this model of cure, which today is hegemonic, extended into different social instances and transcended its mere chemical or biological efficacy. The large amount of pharmaceutical advertising present in the daily media, came up as documentation capable of clarifying how this transition took place. It allowed us to gain insight into an aspect that is little explored in the history of science, namely: how a scientific model with hegemonic intentions operates to take root in the everyday life of society while using prosaic elements to establish communication with its audience. Using what already existed and, at the same time, instituting the new, the ads clearly show the subtleties of society of that time regarding the sick body, which did not show through on official documentation, such as medical treatises, medical reports, diagnoses, etc. The sick body in this case appears in its social dimension, showing what is lost in social terms as such: a worker who is unable to produce, the syphilitic who will only get married after his convalescence, a woman who fails to find a husband due to esthetic issues caused by poor health, etc. All these elements are skillfully used by the advertising agencies which, while seeking to maximize the profits of their commissioning laboratories, end up also creating a space where different worldview representations and cure models contend
O trabalho busca analisar o momento de transição de um modelo de consumo de cura que abrigava não apenas uma corrente científica considerada ultrapassada, como também todos os tipos de curas populares para um novo modelo reconhecido como científico pelos saberes oficiais, que estava intimamente atrelado não apenas às últimas descobertas no campo farmacêutico, como às novas modalidades de produção decorrentes da Segunda Revolução Industrial, que caminharam contíguas ao capitalismo monopolista internacional da primeira metade do século XX. Para compreender a especificidade deste momento, foi adotada uma postura que buscou relacionar o desenvolvimento deste modelo de cura com elementos que não se encontrassem apenas no âmbito circunscrito da documentação institucional. Assim, o trabalho pretende analisar o percurso de como o espaço da cura, que nos dias atuais é hegemônica, se alargou em diferentes instâncias sociais, para além da comprovação da sua eficácia químico-biológica. Os anúncios farmacêuticos, presentes em grande quantidade nos periódicos, surgiram então como uma documentação capaz de esclarecer como ocorreu esta transição. A partir deles, tornou-se possível adentrar em uma esfera pouco explorada na história da ciência, a saber, como o modelo científico que se pretende hegemônico opera para se firmar no cotidiano da sociedade, utilizando elementos prosaicos para estabelecer uma comunicação com os seus receptores. Utilizando o já existente e, ao mesmo tempo, instituindo o novo, os anúncios mostram claramente as sutilezas da sociedade da época referentes ao corpo doente que não apareceriam nos documentos oficiais, sejam estes tratados médicos, laudos, diagnósticos, etc. O corpo doente aparece então na sua dimensão social, evidenciando o que este perde em termos propriamente sociais: o trabalhador impossibilitado de produzir, o sifilítico que não poderá se casar até convalescer, a mulher que não conseguirá um marido por conta das questões estéticas advindas da falta de saúde etc. Todos estes são elementos habilmente utilizados pelas agências publicitárias, que ao buscar aumentar o lucro dos laboratórios contratantes acabam criando igualmente um espaço de disputa de representações de visões e modelos de cura

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31

Wilkinson, John Nicholas. "Marketing in the health club industry." Thesis, City, University of London, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.319651.

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Luchina, Anna, and Giacomo Codazzi. "Marketing Communication Strategy for a Science Park." Thesis, Högskolan Dalarna, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:du-30795.

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Background: World economy of the 21st century places high demands on national economic systems. Governments implement various initiatives to enable a more effective cooperation between universities and industries in order to increase competitiveness of their economies. Science Parks represent one type of such initiatives. It is assumed that they support regional economic growth by means of technology transfer from university to industry. Science Parks usually incorporate incubation programs, which enable creation of NTBFs by university staff and students. Science Parks have to ensure its organizational development by providing paid services, especially in form of incubator program. Therefore, Science Parks are regarded in our research as service companies. In order to enable creation of NTBFs Science Parks have to be able to attract talented researchers and students. In our research, we focus on students and consider them as potential customers for Science Parks. Previous research focusing on the problem of students’ attraction to these organizations is scarce. We implement marketing communication theory to address the problem of students’ attraction to Science Parks. Aim: Our research is set to identify content for a marketing communication strategy of a science park, which considers students as potential customers. Theoretical background/Methodology: In order to fulfill the aim of the research we implement case study strategy. We collected primary and secondary data. The case organization is presented by Dalarna Science Park (located in Borlänge, Sweden), where we collected secondary data. It was incorporated in our research as handout materials that enabled Focus Group discussions. Focus groups with students from Dalarna University presented the source of primary data. Question guideline for focus groups was based on principles of marketing communication theory, which we used as the primary theory of the research. Conclusions: Results indicate that students regard business incubator services of a Science Park as useful for those who have business ideas. It can be considered as positive prerequisite for a marketing communication strategy. In order to attract students with ideas of starting own ventures, a Science Park should engage students into various events, such as workshops, discussions and seminars. The organization should constantly inform students about its nature and activities and create an image of a young successful entrepreneur, which students are attracted to. For this purpose a Science Park can use Internet as means of both spreading its messages to students and enabling WOM recommendations among them.

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Marine, Marjorie Butler. "Marketing health care services for a preventive health care agency : a categorical study." Virtual Press, 1987. http://liblink.bsu.edu/uhtbin/catkey/530368.

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The purpose of the study was to determine the needs of one marketing segment of clients seen in a contraceptive clinic in the Midwest. The marketing segment targeted for study was women with positive Pap smears. A comparison group of women with negative Pap smears was sampled from the same clinic during the time frame July 1, 1982, to July 1, 1984.Nine research questions were investigated. Responses have been reported relative to the following questions:1. Does the incidence of positive Pap smears depend on the presence of cervical infection a woman may have?2. Does the incidence of positive Pap smears depend on whether or not a woman smokes?3. Does the incidence of positive Pap smears depend on the type of contraceptive (pill or barrier) used by a woman?4. Does the incidence of positive Pap smears depend number of abortions experienced by a woman?5. Does the incidence of positive Pap smears depend on the number of pregnancies experienced by a woman?6. Does the incidence of positive Pap smears depend on whether the woman is white or black?7. Does the incidence of positive Pap age of the woman?8. Does the incidence of positive Pap smears depend on the smears depend on whether the woman is married or not?9. Does the incidence of positive Pap smears depend on the educational status of the woman?Five conclusions were drawn from findings of the study and were confined to the population for the study, clients of the selected clinic:1. Women with positive Pap smears are more likely to have infections than women with negative Pap smears.2. Women who have had abortions are more likely to have positive Pap smears.3. The incidence of positive Pap smears is associated with pregnancies; that is women with one or more pregnancies are more likely to have positive Pap smears.4. A higher proportion of black women have positive Pap smears than white women.5. Women with less education have more positive Pap smears than women with higher levels of education.
Department of Educational Administration and Supervision

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34

Sethia, Vinay K. "Commercialization of Pre-Clinical Cardiac Safety Using Stem Cell Derived Human Cardiomyocytes." Case Western Reserve University School of Graduate Studies / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=case1307731193.

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35

Delgado, Cristina. "Claims of Mistaken Identity: An Examination of U.S. Television Food Commercials and the Adult Obesity Issue." Master's thesis, University of Central Florida, 2009. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2700.

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Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level.
M.A.
Nicholson School of Communication
Sciences
Communication MA

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36

Olausson, Per-Håkan, and Carina Olausson. "Marketing management at Uppsala University Hospital : a case study in Swedish health care marketing; MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4515.

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Aim:The overall aim of this study was to obtain more knowledge on the implementation of health care marketing in Sweden, using Uppsala University Hospital (UUH) as a case study. Additionally, based on the results of this case study, the aim was also to give concrete suggestions on how to enable increased focus on the formulation and implementation of health care marketing management strategies. This gives the study a slightly normative approach and aim, since the line is not drawn at description and analysis but also advocate guidelines for the enabling of market orientation.

Method: The chosen methodology of the study was qualitative, as the study sought to explore, interpret and gain a deeper knowledge of the research area. Three different strategies of primary data collection were used; (1) interviews with key hospital managers, (2) a survey sent to all heads of clinical departments (68 departments) and (3) the study of selected UUH internal documents and UUH internal material related to the subject. The massive data was consolidated, reported and analyzed as separate parts and as well as an overview analysis from a health care marketing management theoretical framework.

Results & Conclusions:The study showed that UUH, despite the fact that they produce an annual revenue from health care services sales of approx 1,5 billion SEK, lacks almost every aspect of the tools and abilities necessary to function on a competitive marketplace. This included a non-marketing based planning process, the absence of a marketing organizational unit, no marketing research abilities etc. There were also facts pointing at severe flaws in the accounting systems, uncertainties of the legality of the current marketing activities and no marketing-stimulating incentive-systems in place. Besides these hard facts, the conservative, non-market oriented, organizational culture was deemed to make an attempted marketing adaption very hard to implement. The interviews provided valuable data for the structure and analysis. The survey had a very low response-rate, which didn´t provide any valuable data per se, but was interpreted to support the analysis of the organizational flaws in regard to marketing orientation. The internal document study also resulted in support of this analysis and increased the validity. Based on the analysis, a suggestion for a “road map” to successfully market-adapt Swedish health care was presented.

Suggestions for future research:Health care marketing most likely constitute its own area of research which also is specific for Sweden, which gives infinite opportunities for further studies. The implementation of marketing strategies in health care is an area that really needs to be further studied, therefore a suggestion for future research is to try and find out just how to enable implementation of a marketing-orientation in an organization which never had one. Another suggestion for further research could be the study of how economic incentive systems and other means of co-worker stimulation influence the production of health care services.

Contribution of the thesis:We believe that this study will strengthen the marketing understanding for UUH personnel at both managerial as well as all other organizational levels that are interested in the subject. We also believe that politicians, both locally and nationally, will benefit from practical knowledge regarding health care marketing mechanisms currently in place. Though conducted as a case study at one hospital, we deem that the analysis and suggestions are applicable for many other health care providers acting on the Swedish health care services marketplace, possibly contributing to the development of Swedish health care.

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Dixon, Anna R. "Health and wealth dietary supplements, network marketing and the commodification of health /." Thesis, University of Hawaii at Manoa, 2003. http://proquest.umi.com/pqdweb?index=0&did=765033321&SrchMode=1&sid=2&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1233358954&clientId=23440.

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38

Chan, Kelvin Ka-Wing. "Social marketing and public health : an ethnographic investigation." Thesis, University of Cambridge, 2014. https://www.repository.cam.ac.uk/handle/1810/245658.

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Анотація:

Social marketing is the latest public health strategy deployed against a wide range of health imperatives, especially ones associated with people’s behaviour. This investigation examines the ‘social’ in such social marketing, by focusing on the relationships between the people, communities, organizations, institutions and material of one such initiative. Most studies determine the ‘effectiveness’ of a social marketing programme according to measurable outcomes. However, this has created a gap in knowledge about what actually happens as a programme is initiated at a local level, how constantly-changing social contexts influence its delivery, and how social marketing impacts people, especially marginalised populations. Rather than viewing social marketing as a form of ‘intervention’, which is typical of the ‘conventional’ approach, this investigation examines social marketing as an iterative and social process. Launched in 2008, Change4Life (C4L) is the English Department of Health’s first anti-obesity social marketing programme. C4L multimedia advertising is found throughout the English landscape, converting the built and virtual environment into a moral space. However, a key characteristic is the way such a national remit is converted into a wide range of specific initiatives at local levels. This investigation considers four case studies within one region of the UK to explore the varied ways in which a general social marketing venture is translated and implemented. By building up ethnographic accounts using participant observation, in-depth interviews, and interpretative analysis, these case studies illustrate how local health officials responded to the local tensions created by the national all-encompassing C4L programme, particularly in their attempts to relate C4L to ‘hard-to-reach’ communities. The diversity of their efforts highlights the limited applicability of the ‘conventional’ approach to social marketing. This investigation therefore suggests an approach for developing a more ‘social’ form of social marketing and contributes to the greater discussion on how to develop public health strategies that actively solve the underlying social problems of public health.

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Sease, Kasey Marie. "Marketing Agencies For Science: Nonprofits, Public Science Education, And Capitalism In Modern America." W&M ScholarWorks, 2021. https://scholarworks.wm.edu/etd/1627047885.

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“Marketing Agencies for Science: Nonprofits, Public Science Education, and Capitalism in Modern America” explores how the manmade environment of capitalism generated and transformed nonprofit public science education from the nineteenth century to today. Each chapter considers four untold histories of public-serving organizations—including the Smithsonian Institution and the Science Museum of Virginia—across nearly 200 years to identify common trends in, and unique transformations to, the ways that Americans teach each other about science. Ultimately, nonprofit institutions taught Americans more than lessons in physics or chemistry; they communicated the practical value of scientific knowledge to attract visitors and financial support. For-profit aspects of capitalism, including mass production and the accumulation of capital, were integral to the ways that philanthropic and public-serving organizations—typically designated as nonprofits today—first created and continued to offer science education. The public that nonprofits targeted varied over time, and immigrants, African Americans, and women of all backgrounds demanded affordable access to science instruction, effectively forging a gateway into scientific professions that are still in need of greater diversity today. Furthermore, nonprofit institutions blurred the boundary between accessible science information and profit in the United States as they developed profit-seeking forms and strategies to support public-serving ventures. As such, this project, unlike others that examine public science education, emphasizes how people reproduce and change the conditions of capitalism while embracing its underlying assumptions. Research institutions sold accessible science books to survive economic depressions; curators designed exhibitions to communicate an intimate relationship between scientific discoveries and economic progress; and for-profit corporations funded groundbreaking innovations that redefined, and increased the cost of, science education. As capitalism changed in the twentieth and twenty-first centuries, so too did the lessons that nonprofits communicated to Americans about science.

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Mueller, Lisa A. "A descriptive analysis of services provided by health promotion and wellness consultants and the marketing strategies used to promote and solicit business." Virtual Press, 1998. http://liblink.bsu.edu/uhtbin/catkey/1117109.

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This study provided needed information on consulting as a profession for health promotion and wellness practitioners. Of the 211 participants from consultancy listings for the Association for Worksite Health Promotion and the National Wellness Association, 65 completed the questionnaire designed for this study. Participants completed a 23 item questionnaire inquiring about their current consulting services, marketing strategies, roles performed, job-setting, annual revenue, as well as possible services and marketing strategies for the next five years. The majority of services offered by consultants included health education seminars, health risk appraisals, educational resources, and health screenings. The marketing strategies used most included personal contact/sales, word of mouth, and letters. Health promotion and wellness consultants identified their primary role as information specialists. Chi-square analysis identified three statistically significant findings: health education seminars are a strong revenue source for independent consultants, the annual income range is larger for consultants in a firm, and the annual marketing budget is higher for consultants in a firm. From this study, additional information is known about consultants, including their services, roles, marketing expenses and strategies, revenue, and the development, delivery, and marketing processes of being a health promotion and wellness consultant.
Fisher Institute for Wellness

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Jones, Catherine Emma. "Modelling health related behaviours using geodemographics : applications in social marketing and preventative health." Thesis, University College London (University of London), 2008. http://discovery.ucl.ac.uk/1444305/.

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The increased incidence of lifestyle related diseases, such as obesity and diabetes, across the western world is now an established fact, and presents many challenges to researchers trying to understand the determinants of poor health. Measurement of health needs and health outcomes is a fundamental component of evidence-based policy, strategy and delivery of health care services and interventions at scales from the local to the national. A central contention of this thesis is that health outcome indicators should be cognisant of factors such as personal behaviour, lifestyles, community influences, living and working conditions, accessibility to services and educational attainment which all impact upon the health of the individual and the wider community. It is therefore sensible to explore these differences by understanding both the social space comprising of different population sub-groups and the geographical within which they live. Good quality data underlie the functioning of evidence-based decisions. Data provide the building blocks for understanding the nature and composition of neighbourhoods, together with the expected health outcomes of their residents. But within the health arena there are many complicated data issues. Existing operational health data sets are often incomplete or not up-to-date and accessibility is often limited by data protection and medical confidentiality policies. They are derived from disparate sources: GP registers, Hospital Episode statistics (people who are admitted to hospital), Child Registry and Accident and Emergency records, all adhering to different data collection and storage standards and systems that vary between organisations. Cross-referencing between these datasets is technically difficult because of these issues. Frequent quality issues of operational health data limit the extent of analysis that can be carried out with confidence. Furthermore, health survey data are released at coarse geographical scales where the ecological fallacy limits the potential for exploring local variability. Given these limiting factors, the theme of this research is to extend the health inequalities research and its associated data framework to explore variability in the spatial and social domain. This enables the identification of social facts relating to health harming lifestyle choices and behaviour that contribute to 'diseases of comfort'. This is carried out by developing and exploring the usefulness of geodemographics for analysing health inequalities, thereby adding the social and spatial context to our undertanding of causes of health inequalities. This thesis presents a more straightforward yet effective alternative to exploring the measurement of health impacting behaviours and predicting health outcomes using operational health data, national health surveys and a geodemographic classification. Geodemographic analysis of health outcomes can capture different lifestyle behaviours, and has already proven useful not only in improving customer segmentation in the commercial sector, but also to better target public services (Harris et al., 2005). By applying geodemographic classifications to national health surveys and NHS operational datasets at postcode level, interesting conclusions can be drawn in terms of different health harming lifestyle behaviours at very fine scales. Furthermore it is common practice that academic research projects occur in isolation, and exploitation of research findings and best practices in local government sectors is often beset by many obstacles. Consequently, within local government the adoption of new innovative technique and tools may often be slow. An inner London Primary Care Trust (PCT) is used as a test bed for disseminating and evaluating the geodemographic framework and indicators. The concluding sections of the thesis discuss the practicalities of embedding geodemographics in particular and geography in general into a professional environment where these technologies are new and innovative.

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Cuesta, C. de la. "Marketing the service : basic social process in health visiting." Thesis, University of Liverpool, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.316547.

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The present study was undertaken to provide an understanding of the processes underlying health visiting practice. The research strategy selected was grounded theory (Glaser and Strauss 1967, Strauss 1987, Strauss and Corbin 1990). A total of 21 female health visitors from a District Health Authority in the North West of England participated in the study. Data was collected by means of 20 formal interviews and 41 days of participant observation in four different health centres. To recognize the basic social process in any interaction is one of the major aspects of grounded theory. This requires the identification of the "Phenomenon" which motivates the development of a process and the conditions under which it operates. The basic problem or phenomenon in health visiting uncovered in the data was "Securing Life Trajectories". This forms the core of the health visitor's work. The general set of conditions that influence health visiting work was identified as "Working Between Two Worlds". This is used to describe the health visitor's position between the policy agenda and the client's agenda. The process revealed in the data that health visitors use to respond to this overall problem was "Marketing Health Visiting". This refers to the different tactics that they use to introduce the policy agenda into the client's domain. During this process the policy agenda is adjusted to fit the client's circumstances. Three major strategies are identified in this process: 1) Promoting the service, 2) Adjusting delivery and 3) Tailoring the content. This study found that "Marketing Health Visiting" is a gradual process in which the health visitor wins grounds as time passes. As marketing strategies are implemented the conditions influencing the interaction change. Hence it moves from taking place in what is labelled in this study as "Dissociated Context", to a "Convergent Context" and finally to a "Shared Context". The final consequence of implementing marketing strategies is that of constructing "A Common Agenda" with clients. This agenda is basically the personalisation and contextualization of health visiting services. To build this common agenda it is of crucial importance that the client should see and feel the need for the health visiting service as well as the development of trust between the professional and the client. Hence the relationship that is developed between them acts as an enabling factor for reaching mutual collaboration. The discussion of the study focuses on its significance within the actual debate on health visiting about introducing new ways of practice. The health visitor's overall role is examined and the importance of developing relationships with clients is also highlighted.

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Wakhisi, Anthony Simiyu. "A social marketing perspective of young people's sexual health." Thesis, Brunel University, 2013. http://bura.brunel.ac.uk/handle/2438/7355.

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Background: Unintended pregnancy and sexually transmitted infections among young people are priority public health issues in the UK. Social marketing is the preferred Government approach to intervention despite limited evidence on efficacy. There is need to understand its applicability and effectiveness in addressing the specified sexual health issues. Methods: Three studies were carried out, of which the first was a systematic review of 12 studies assessing the effectiveness of social marketing in reducing unintended teenage pregnancies. The second and third were consumer research applications examining factors associated with Long Acting Reversible Contraceptive (LARC) use and Chlamydia screening respectively. The second study involved analysing five ONS Contraception survey datasets while the third involved analysing Havering PCT Chlamydia screening records and qualitative data from 28 participants. Data were analysed using Stata.10 and Framework statistical packages and maps drawn using MapInfo.10.5. Results: The systematic review showed that nine studies achieved significant effects on at least one of the specified outcomes (reduced pregnancy rates and related behaviour changes). The second study showed that the NICE guidelines published in 2005 successfully addressed the disparity in LARC uptake previously experienced by women aged below 20. The third study identified females and non-white participants as more likely to take Chlamydia tests. Motivating factors for testing included convenient access to kits and fear of infertility, while barriers included ignorance and fear of results. Conclusions: Social marketing appears to be effective in reducing unintended teenage pregnancies but evidence is limited to particular outcomes and context. Consumer research provides vital intelligence about target populations necessary for designing effective interventions and addressing inequalities. However to assess its influence on outcomes, studies that feature all social marketing components are required. Overall there is need for more studies that specifically utilize social marketing principles to enable more robust evaluations.

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Dewan, Novi. "Indian life and health insurance industry a marketing approach." Wiesbaden Betriebswirtschaftlicher Verl. Gabler, 2007. http://d-nb.info/987455737/04.

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45

Šefčíková, Natália. "Kvalitatívna štúdia vnímania zdravia slovenskými respondentmi: implikácie pre marketing zdravia." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149821.

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The thesis focuses on the analysis of health in terms of health marketing, which is identified as the broad term that includes public health branding, as well as the commercial health branding. Emphasis is placed on the Slovak market. The theoretical part deals with the concept of health, the value of health and health literacy. This part consists of a situation analysis of the Slovak market of health, its demographic and health characteristics as well as the description of health and health care in Czechosovakia. The core of the theoretical part of the thesis is a comprehensive analysis of the health marketing. The practical part with qualitative market research method ZMET examines perception of health of Slovak respondents, connects gained information from the theoretical part of the thesis and gives recommendations for the health marketing by taking limitations of the used qualitative research method in consideration. The aim of my Master's Thesis is to show the importance of penetration into the minds of consumers by creating marketing campaigns and revealed deep metaphors apply to product design, advertising and marketing communication in general.

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Mattila, J. (Juho). "Customer experience management in digital channels with marketing automation." Master's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201601291092.

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Superior customer experience and successful customer experience management can create a competitive advantage that is difficult to match by the competitors. However managing customer experience successfully the customer experience needs to be considered in the context of multiple marketing channels and multiple customer segments which requires a lot of resources. With the difficult financial conditions today the use of technology and marketing automation offer companies a chance to work efficiently across the marketing channels and segments. Managing customer relationships and customer experience has been studied quite extensively before. In recent years the scope in the research has moved more from customer relationship management (CRM) to customer experience management (CEM). Segmentation of the customers origins from the 1950s and it is one of the fundamental concepts of marketing. Also digital marketing and using technology in the marketing has been studied quite a lot in the past decades. However using technology and specially marketing automation as a tool to manage customer experience has not been studied. Since customer experience is seen one of the most important concepts of marketing in the coming years and companies are all the time looking a ways how to enhance their marketing with better use of software these two concepts make an interesting combination. In this study I have combined the customer experience management with marketing automation. My main research question is how customer experience can be managed with marketing automation. The sub questions are what kind of channels can be used in the digital marketing and how customers can be segmented effectively. I’ll answer these questions by reviewing the research that has already been made in these areas and with a case study of the customer experience and marketing automation in a company called Fintoto. The literature research includes customer experience and it’s management, segmentation, digital marketing channels and use of technology in marketing. Based on this research is built a framework which is used the case study to analyze the customer experience and marketing automation of Fintoto. Main results were that there is a way how customer experience can be managed with marketing automation. The main argument is that as customer experience happens in the touch-points where customer interacts with the company with the use of marketing automation technology the respond can differ and be most optimal one for each customer. The data gathered from the customers can be used with marketing automation to tailor the right response or message for each customer.

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Nadowska, Agnieszka. "Services Marketing in the Health Care Industry- Elekta in Sweden." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-15674.

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During the nineteenth and the twentieth centuries, the world has moved from a manufacturing to service-based economy, where the twentieth first century, will be the” century of services”, and will transform into the century of “international services” (Clark and Rajaratnam, 1999).

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48

Donnelly, Pamela Christine. "Marketing planning in the National Health Service : implementation and consequences." Thesis, Anglia Ruskin University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.325397.

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49

Hunsaker, Jessica L. "An efficacious study of marketing messages in sexual health promotion." Laramie, Wyo. : University of Wyoming, 2008. http://proquest.umi.com/pqdweb?did=1594498611&sid=1&Fmt=2&clientId=18949&RQT=309&VName=PQD.

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50

Toh, Jo-Anne. "Polling public opinions : a pilot study in marketing mental health." Thesis, University of British Columbia, 1987. http://hdl.handle.net/2429/26129.

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This paper provides preliminary information on consumer opinions and perceptions on various mental health issues. Recognizing that citizen in-put is an essential marketing tool for responsive and accountable program planning, the Canadian Mental Health Association - B.C. Division, is in the process of acquiring consumer data as part of its information bank. This pilot study has provided a 'dry run' of what is expected for future research projects. Through telephone interviews with 46 Vancouver City telephone subscribers and mail-out questionnaires to 46 community service: personnel, the Canadian Mental Health Association was able to acquire some relevant information to aid in its decision-making process for planning mental health educational programs. The majority of survey respondents, for example, feel that information on coping with stress is the most important to them while information on the more serious, mental disorders, such as schizophrenia, is least important. This has important implications for program planning if the organization is to enlist public support and market its services to a broader clientele. Focusing on promoting mental health and functional competence versus mental illness focused is recommended if the Canadian Mental Health Association hopes to attract normal population groups as its consumers. Furthermore, learning through friendship and familial support is the most desirable, and helping professionals should not place too much emphasis on pamphlets alone as an educational tool. Other implications arising from the consumer data are discussed in this paper. For the most part, the consumer data has served to verify assumptions about what decision-makers already know ... but the research process is able to ground such assumptions into fact ... and this helps to further legitimize and speed up action. This pilot study serves as an initial starting point for the organization in its attempt to incorporate consumer research as part of its overall planning process.
Arts, Faculty of
Social Work, School of
Graduate

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