SOSYAL PAZARLAMA LİTERATÜRÜNDE SAĞLIK HİZMETLERİNİN GELİŞİMİ

Yıl 2021, Cilt: 7 Sayı: 3, 713 - 725, 30.12.2021

Selçuk Yasin Yıldız Nurperihan Tosun

Öz

Sosyal pazarlama sağlık hizmetleri sunumunda önemli bir araçtır. Son yirmi yıldır akademik alanda sağlık hizmetlerinde sosyal pazarlama çalışmaları artan bir ilgi görmektedir. Bu çalışmanın amacı, sağlık hizmetleri alanında yürütülen sosyal pazarlama çalışmalarının bibliyometrik analiz ile değerlendirilerek ilgili alana katkı sağlanmasıdır. Bu amaçla Web Of Science’ta yayımlanan 1209 adet çalışma ile bibliyometrik analiz süreci yürütülmüştür. Bu alanda ilk çalışmanın 1984 yılında yapıldığı ve özellikle 2008 yılında ciddi bir ivme kazandığı görülmektedir. Sağlık hizmetlerinde sosyal pazarlama çalışmalarında en sık kullanılan anahtar kelimeler sosyal pazarlama, sağlık geliştirme, halk sağlığı, obezite, fiziksel aktivite ve sağlığı korunmadır. 2020 yılı itibari ile alanın pandemiden etkilendiği ve Covid-19 ve uzaktan eğitim üzerine çalışmalar yürütüldüğü görülmektedir.

Anahtar Kelimeler

Sosyal pazarlama, Sağlık hizmetleri pazarlaması, Sağlık hizmetleri, Bibliyometri

DEVELOPMENT OF HEALTH SERVICES IN SOCIAL MARKETING

Öz

Social marketing is an essential tool in the delivery of health services. For the last two decades, social marketing efforts in health care in the academic field have received increasing attention. This study aims to evaluate the social marketing studies carried out in health care with bibliometric analysis and contribute to the relevant field. For this purpose, a bibliometric analysis process was carried out with 1209 studies published in Web Of Science. It is seen that the first study in this field was carried out in 1984 and gained significant momentum, especially in 2008. The most commonly used keywords in social marketing studies in health services are social marketing, health development, public health, obesity, physical activity, and health protection. As of 2020, it is seen that the area has been affected by the pandemic, and studies on Covid-19 and distance education have been carried out.

Anahtar Kelimeler

Social marketing, Health service marketing, Health service, Bibliometric

Kaynakça

• Acheampong, T., Akorsikumah, E. A., Osae-Kwapong, J., Khalid, M., Appiah, A., & Amuasi, J. H. (2021). Examining vaccine hesitancy in sub-saharan Africa: a survey of the knowledge and attitudes among adults to receive COVID-19 vaccines in Ghana. Vaccines, 9(8), 814.
• Adams, J., Neville, S., Parker, K., & Huckle, T. (2017). Influencing condom use by gay and bisexual men for anal sex through social marketing: A program evaluation of get it on!!. Social Marketing Quarterly, 23(1), 3-17.
• Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of public policy & marketing, 13(1), 108-114.
• Arya, M., Levison, J., & Giordano, T. P. (2010). Ongoing barriers to HIV testing during pregnancy: A need for media campaigns addressing low knowledge about perinatal HIV transmission among women in the United States. AIDS patient care and STDs, 24(2), 71-72.
• Bayın, G., & Akbulut, Y. (2012). Sağlık sektöründe sosyal pazarlamanın kullanımı. Ankara Sağlık Bilimleri Dergisi, 1(1), 53-72.
• Bellows, L., Anderson, J., Gould, S. M., & Auld, G. (2008). Formative research and strategic development of a physical activity component to a social marketing campaign for obesity prevention in preschoolers. Journal of community health, 33(3), 169-178.
• Birkinshaw, M. (1989). Social marketing for health (No. HMD/89.2. Unpublished). World Health Organization.
• Carins, J. E., & Rundle-Thiele, S. R. (2014). Eating for the better: A social marketing review (2000–2012). Public health nutrition, 17(7), 1628-1639.
• CDC. (2021). Social Marketing. Erişim: https://www.cdc.gov/hiv/effective-interventions/respond/social-marketing/index.html Erişim Tarihi:03.11.2021.
• Cheng, H., Kotler, P., & Lee, N. (Eds.). (2011). Social marketing for public health: global trends and success stories. Jones & Bartlett Learning.
• Cobo, M. J., Chiclana, F., Collop, A., de Ona, J., & Herrera-Viedma, E. (2013). A bibliometric analysis of the intelligent transportation systems research based on science mapping. IEE Transaction on Intelligent Transportation Systems, 15(2), 901-908.
• Collins, R.L. (2019). Social Marketing Campaign Focused on Reducing Mental Illness Stigma May Have Increased Use of Services by Those in Need. Erişim: https://www.rand.org/news/press/2019/06/26.html Erişim Tarihi:12.10.2021.
• Collins, R. L., Wong, E. C., Breslau, J., Burnam, M. A., Cefalu, M., & Roth, E. (2019). Social marketing of mental health treatment: California’s mental illness stigma reduction campaign. American journal of public health, 109(S3), S228-S235.
• Çağatay, A. (2021). M. Porter’ın Beş Güç Modeline Göre Tokat Sağlık Hizmetleri Sektörünün Covid-19 Sürecinde Rekabet Analizi. Sosyal Bilimler Araştırmaları Dergisi, 16(1), 78-94.
• Dearing, J.W. (1996) Social Marketing and Diffusion-Based Strategies for Communicating with Unique Populations: HIV Prevention in San Francisco, Journal of Health Communication, 1:4, 343-364.
• Dearing, J. W., Maibach, E. W., & Buller, D. B. (2006). A convergent diffusion and social marketing approach for disseminating proven approaches to physical activity promotion. American Journal of Preventive Medicine, 31(4), 11-23.
• Ditekemena, J. D., Nkamba, D. M., Mavoko, A. M., Hypolite, M., Siewe Fodjo, J. N., Luhata, C., ... & Colebunders, R. (2021). COVID-19 vaccine acceptance in the Democratic Republic of Congo: a cross-sectional survey. Vaccines, 9(2), 153.
• Domegan, C., Brychkov, D., McHugh, P., McNamara, Á., Harkin, K., Fitzgerald, C., & O’Donovan, D. (2020). Marketing systems: a listen, learn, leverage framework. Journal of Macromarketing, 40(3), 380-395.
• Drew, L. (2019). Using social marketing to increase community resilience. Journal of business continuity & emergency planning, 12(4), 354-367.
• Evans, W. D. (2006). How social marketing works in health care. BMJ, 332(7551), 1207.2–1210.
• Evans, W. D., Christoffel, K. K., Necheles, J. W., & Becker, A. B. (2010). Social marketing as a childhood obesity prevention strategy. Obesity, 18(n1s), S23.
• Evans, W. D., Christoffel, K. K., Necheles, J., Becker, A. B., & Snider, J. (2011). Outcomes of the 5-4-3-2-1 go childhood obesity community trial. American journal of health behavior, 35(2), 189-198.
• Evans, W. D., Rath, J. M., Hair, E. C., Snider, J. W., Pitzer, L., Greenberg, M., Xiao, H., Cantrell, J., & & Vallone, D. (2018). Effects of the truth FinishIt brand on tobacco outcomes. Preventive medicine reports, 9, 6-11.
• Feifer, R. A., Bethea, L., & White, E. M. (2021). Racial disparities in COVID-19 vaccine acceptance: Building trust to protect nursing home staff and residents. Journal of the American Medical Directors Association, 22(9), 1853-1855.
• Flaherty, T., Domegan, C., Duane, S., Brychkov, D., & Anand, M. (2020). Systems social marketing and macro-social marketing: A systematic review. Social Marketing Quarterly, 26(2), 146-166.
• Gracia-Marco, L., Vicente-Rodriguez, G., Borys, J. M., Le Bodo, Y., Pettigrew, S., & Moreno, L. A. (2011). Contribution of social marketing strategies to community-based obesity prevention programmes in children. International Journal of Obesity, 35(4), 472-479.
• Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annu. Rev. Public Health, 26, 319-339.
• Hastings, G., & Haywood, A. (1991). Social marketing and communication in health promotion. Health Promotion International, 6(2), 135-145.
• Herrick, C. (2007). Risky bodies: Public health, social marketing and the governance of obesity. Geoforum, 38(1), 90-102.
• Hoek, J., & Jones, S. C. (2011). Regulation, public health and social marketing: a behaviour change trinity. Journal of Social Marketing.
• Hornik, R. C. (2002). Exposure: Theory and evidence about all the ways it matters. Social Marketing Quarterly, 8(3), 31-37.
• Jacso, P. (2005). As we may search—comparison of major features of the Web of Science, Scopus, and Google Scholar citation-based and citation-enhanced databases. Current Science, 89(9), 1537-1547.
• Kokol, P., & Vošner, H. B. (2019). Historical, descriptive and exploratory analysis of application of bibliometrics in nursing research. Nursing Outlook, 67(6), 680-695.
• Kotler, P. T., & Lee, N. R. (2009). Up and out of poverty: The social marketing solution. Pearson Prentice Hall. Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3), 3-12.
• Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing. 1(1), 54-72
• Lefebvre, R. C., & Flora, J. A. (1988). Social marketing and public health intervention. Health education quarterly, 15(3), 299-315.
• Lombardo, A. P., & Léger, Y. A. (2007). Thinking about “Think Again” in Canada: Assessing a social marketing HIV/AIDS prevention campaign. Journal of Health Communication, 12(4), 377-397.
• McKenzie-Mohr, D., Lee, N. R., Kotler, P., & Schultz, P. W. (2011). Social marketing to protect the environment: What works. SAGE publications. Morris, Z. S., & Clarkson, P. J. (2009). Does social marketing provide a framework for changing healthcare practice?. Health Policy, 91(2), 135-141.
• Nosi, C., D’Agostino, A., Pratesi, C. A., & Barbarossa, C. (2021). Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design. Evaluation and Program Planning, 89(1),1-10.
• Odigbo BE, Amadi C, Bassey AE. (2018). Social marketing and “quack” traditional birth attendants’ patronage. British Journal of Marketing Studies. 6(5): 28–41.
• Odigbo, B., Eze, F., & Odigbo, R. (2021). COVID-19 lockdown controls and human rights abuses: the social marketing implications. Emerald Open Research, 2, 45.
• Oti, P. A., Eze, F. J., & Odigbo, B. E. (2016). Social Marketing Campaign As A Tool For Reducing Financial Cost of HIV/AIDS Pandemic In Nigeria. Int J Health Psychol Res., 2(1), 1-13.
• Pfeiffer, J. (2004). Condom social marketing, Pentecostalism, and structural adjustment in Mozambique: a clash of AIDS prevention messages. Medical anthropology quarterly, 18(1), 77-103.
• Price, N. (2001). The performance of social marketing in reaching the poor and vulnerable in AIDS control programmes. Health policy and planning, 16(3), 231-239.
• Scarapicchia, T. M., Sabiston, C. M., Brownrigg, M., Blackburn-Evans, A., Cressy, J., Robb, J., & Faulkner, G. E. (2015). MoveU? Assessing a social marketing campaign to promote physical activity. Journal of American college health, 63(5), 299-306.
• Schrader, A. M. (1981). Teaching bibliometrics. Library Trends, 30(1, Summer), 151-172.
• Sherman, S. M., Smith, L. E., Sim, J., Amlôt, R., Cutts, M., Dasch, H., Rubin, G. J., & Sevdalis, N. (2021). COVID-19 vaccination intention in the UK: results from the COVID-19 vaccination acceptability study (CoVAccS), a nationally representative cross-sectional survey. Human vaccines & immunotherapeutics, 17(6), 1612-1621.
• Small, H. (1999). Visualizing science by citation mapping. Journal of the American Society for Information Science, 50(9), 799-813.
• Stead, M., Hastings, G., & McDermott, L. (2007). The meaning, effectiveness and future of social marketing. Obesity reviews, 8(1), 189-193.
• Tkaczynski, A., Rundle-Thiele, S., & Truong, V. D. (2020). Influencing tourists' pro-environmental behaviours: A social marketing application. Tourism Management Perspectives, 36, 100740.
• Toh, Z. Q., Russell, F. M., Garland, S. M., Mulholland, E. K., Patton, G., & Licciardi, P. V. (2021). Human papillomavirus vaccination after COVID-19. JNCI Cancer Spectrum, 5(2), pkab011.
• Truong, V. D., & Hall, C. M. (2017). Corporate social marketing in tourism: to sleep or not to sleep with the enemy?. Journal of Sustainable Tourism, 25(7), 884-902.
• UNAIDS. (2021). Basın Açıklaması. Erişim: https://www.unaids.org/en/resources/presscentre/pressreleaseandstatementarchive/2021/november/20211129_unequal-unprepared-under-threat Erişim Tarihi:02.10.2021
• Van Duyn, M. A. S., McCrae, T., Wingrove, B. K., Henderson, K. M., Penalosa, T. L., Boyd, J. K., ... & Maibach, E. W. (2007). Adapting evidence-based strategies to increase physical activity among African Americans, Hispanics, Hmong, and Native Hawaiians: a social marketing approach.
• Van Raan, A. F. (2005). Fatal attraction: Conceptual and methodological problems in the ranking of universities by bibliometric methods. Scientometrics, 62(1), 133-143.
• Wang, C., Lim, M. K., Zhao, L., Tseng, M. L., Chien, C. F., & Lev, B. (2020). The evolution of Omega-The International Journal of Management Science over the past 40 years: A bibliometric overview. Omega, 93, 1-21.
• Wong, F., Huhman, M., Asbury, L., Bretthauer-Mueller, R., McCarthy, S., Londe, P., & Heitzler, C. (2004). VERB™—a social marketing campaign to increase physical activity among youth. Preventing chronic disease, 1(3).
• World Health Organization. (2020a). Obesity and overweight. Erişim: https://www.who.int/news-room/fact-sheets/detail/obesity-and-overweight Erişim Tarihi: 20.11.2021
• World Health Organization. (2020b). HIV/AIDS. Erişim: https://www.who.int/data/gho/data/themes/hiv-aids Erişim Tarihi: 20.11.2021
• World Health Organization. (2021). Coronavirus disease (COVID-19) Dashboard. Erişim: https://covid19.who.int Erişim Tarihi: 20.11.2021