Practices of Social Marketing in Health Promotion and Their Sustainability in the Sights of Thai People
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Abstract
Social marketing is widely discussed. However, little is known about sustainability in social marketing in public health and health promotion. The objectives of this study were to examine how social marketing was practiced in health promotion in Thailand and to study if social marketing used in health promotion in this country was sustainable. Apart from reviewing various prior studies, the interviews were also conducted with five public health and health promotion professionals and ten general populations. Likewise, the mini-questionnaires were initially distributed to the 40 general populations including those who shared their perspectives through the interviews. The findings revealed that social marketing practices in Thailand involved the organisations, health volunteers and subdistrict health promotion hospitals, and communities and people. The collaborations between these threesome partners, i.e. organisations, health volunteers and subdistrict health promotion hospitals, and communities and people were for longevity, lifelong learning, and benefits for holistic society through a variety of strategies and tactics including advertising and marketing, relationship, assessment, interaction, opportunity in business, and networking. In this case, a so-called collaboration model was developed. Although sustainability of social marketing practices in health promotion and health behaviour, struggles and challenges in making a decision on if such social marketing practices and health behaviour were sustained were found at a certain level. In a sense, some elements of the sustainability framework were covered while the others were not. This study contributes the revisit of a sustainability in health promotion framework and the re-examination of criteria to evaluate sustainability. A sustainability framework should, therefore, not limit to only 5Ps of people, planet, prosperity, peace, and partnership. This study suggests its extension to perpetuity, procedure, publication, planning, and permanence.
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