AC7027: Managing Health Improvement Through Social Marketing Proposal Assignment Help
Question
AC7027: This assignment constitutes an important requirement for Northumbria University, London for the Managing Health Improvement Through Social Marketing course. For this assessment, the Healthcare Management student is required to write a structured proposal for a social marketing intervention aimed at improving health that critically examines the management ramifications and the use of social marketing in the health sector.
Solution
While providing this MSc HealthCare Management Assignment Help, our experts demonstrate a critical grasp of the primary theoretical ideas guiding the administration and application of health-related social marketing within the framework of health improvement. A comprehensive proposal has been developed by our experts for this solution which seeks to encourage young individuals in the London borough of Barnet, who are between the ages of 18 and 30, to engage in regular physical exercise by means of an extensive social marketing campaign.
Introduction
This proposal begins by providing a brief foregrounding of the physical inactivity and the need for writing this proposal.
Physical inactivity has become a major challenge concerning public health, which is leading to the rise of many non-communicable diseases and compromising overall well-being (Haileamlak, 2019). Among various age groups, the age of 18-30 years comprising of young adulthood, is a crucial stage where lifestyle behaviors are developed, which then significantly impact long-term health outcomes (Lanoye et al., 2017). Therefore, it is necessary to engage in regular physical activity during this stage, as it not only fosters immediate health benefits, but it also lays the foundation for a healthier and a more active adulthood (Lanoye et al., 2017).
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SM for health
The following section presents an elaborative discussion of the meaning of social marketing for health and why is it seen to be a helpful strategy for changing health-related behavior. We have provided a snippet of the complete section here:
Shams (2018) describes SM for health as a strategic approach that applies the principles and techniques of marketing to address public health challenges and promote positive behaviour change among target populations. This is similar to the definition of SMprovided by Andreasen (1995), which explain that the utilization of commercial marketing tools to analyze, plan, execute and evaluate initiatives that aim to positively shape individual’s conscious choices, in order to enhance their as well as the society’s wellbeing. Notably, both these definitions emphasize on the use of marketing principles to address public health concerns and promote positive behaviour change. The key difference, though, is that Shams (2018) only focuses on a more strategic utilization of these principles, whereas Andreasen (1995) promotes a more comprehensive use, right from planning to execution and evaluation. At its core, SM for health aims to adopt the same persuasive techniques that are employed in commercial marketing to facilitate beneficial social change (Lee & Kotler, 2015).
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Introduction to the chosen topic
Following this, the suggested intervention which is based on a medical condition of physical inactivity has been outlined in detail. In providing AC7027 Proposal Assignment Help, our experts have identified the gaps in the literature that give way to the present study.
Physical inactivity is a substantial public health concern in the UK, which significantly impacts morbidity, mortality and healthcare costs. Several statistics derived from reputable sources have underscored the severity of the issue and highlighted the need to address it urgently. A 2017 survey by the British Heart Foundation (BHF) highlighted that a staggering 5 million deaths occurred in the UK annually that can be attributed to the lack of physical inactivity (BHF, 2017). Thereafter, the same survey reported that around 39% of UK adults have failed to meet the government recommendation for physical activity owing to sedentary behaviour (BHF, 2017). There are profound consequences to physical inactivity, as highlighted by a Government of UK report. Physical activity is associated with 1 in 6 deaths in the UK, resulting in an estimated cost of £7.4 billion annually.
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Aims and objectives of the proposed intervention
Next, the purpose and goals of writing this proposal have been outlined by our experts. You can read 50% of the complete section here:
The aim of the proposed SM intervention is to significantly increase regular physical activity levels among adults aged 18 to 30 in the UK, starting with the London borough of Barnet. In order to achieve the stated aim, the following objectives have been developed:
- To raise awareness about the importance of regular physical activity for overall health and well-being among the target audience.
- To address and mitigate the barriers and misconceptions surrounding physical activity that hinder young adults from adopting a more active lifestyle.
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Issues relating to SM management
The management issues associated with the use of social marketing for health. In providing Northumbria University Assignment Help, our experts have utilized evidence from scholarly articles to support the arguments being made here.
While SM offers promising opportunities in public health improvement, it comes laden with various challenges and complexities. The first significant challenge is related to ‘resource availability- including finance, skilled personnel and appropriate technology for implementing these comprehensive SM interventions (Russell-Bennett et al., 2013). Additionally, public health issues such as physical inactivity are time-sensitive in nature, which adds further pressure to ensure their timely implementation to effectively mitigate the ill impacts on population health (Andreasen, 2002). Also, SM landscape has a dynamic nature, with technological advancements, shifts in media consumption patterns and changing societal norms constantly reshaping the communication landscape (Flaherty et al., 2021). Therefore, staying updated with the emerging trends and constantly adapting campaigns according to these trends becomes vital for effective target audience engagement. (Schlegelmilch and Öberseder, 2010). Moreover, evaluating the impact of SM interventions also proves difficult due to the multifaceted nature of behaviour change (Domegan, 2021). Therefore, rigorous evaluation methods are necessary to determine the contribution of the SM intervention to observed behaviour change, while accounting for external influences.
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Developing a SM plan using STELa
The planning processes and tools, along with appropriate techniques, that are needed to produce social marketing interventions related to health improvement have been outlined by our experts in this section, some parts of which we have provided here for your guidance.
Effective planning is essential for the success of a SM intervention, as it results in the development of clear goals, understanding of the target audience and efficient resource allocation (French, 2017).
Scoping stage and scoping report phase
The first stage of STELa is called the scoping stage and scoping report phase, where comprehensive research and data collection are conducted to gain an understanding of the target audience and the various social, cultural or environmental factors affecting their behaviour (Akbar et al., 2019). The scoping report will highlight the significance of the problem and its relevance to the UK context, utilizing the available statistics and evidence related to physical activity and its effects on public health. Thereafter, it will be followed by a thorough analysis of the target audience to understand their motivations and barriers to physical activity. This information will be gathered using surveys, as well as existing data sources to develop a wellrounded profile of the target audience.
Testing Stage and Report
This ‘testing stage’ is the pivotal second phase in the STELa model, where the proposed intervention is piloted and refined before a full-scale implementation (Akbar et al., 2019). In this phase, the first step is to apply the 4Ps of marketing in the identified intervention. The 4Ps refer to a set of fundamental marketing elements comprising of product, price, place and promotionwhich collectively contribute to the success of a product or a service in the market (Khan, 2014). The product here refers to the promotion of physical activity behaviour through diverse community activities such as group exercises and recreation sports. Similarly, price here refers to the perceived costs of adopting the desired behaviour. In order reduce the perceived costs, the intervention will emphasize affordability and accessibility of diverse physical activities, which caters to different preferences and budgets.
Enact
The next phase of STELa is ‘enact’- which describes the plan for the implementation of the proposed intervention. This implementation will span nine months, and the key milestones will include the launch of the campaign, a mid-campaign review and the conclusion of the intervention. The intervention mix will include a combination of informative campaigns, educational workshops, community support groups, digital tools for behaviour tracking and redesigned fitness facilities.
Learn and act
In this final phase, detailed reports will be shared with sponsors, stakeholders, partners and target audiences to communicate the campaign’s final outcomes.
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Strengths and limitations of SM for health improvement
The benefits and drawbacks of employing social marketing as a strategy for health enhancement have been remarked upon in this section.
SM is a promising health improvement strategy, however, it has various strengths as well as limitations. According to Firestone et al. (2017), SM’s strengths include a focus on understanding the target audience, its use of marketing principles to create effective messages and the ability to track and measure the results thus generated. This is also supported by Xia et al. (2016) whose systematic review corroborates the effectiveness of SM in promoting physical activity among young adults. Their research found that the use of multiple benchmarks and a thorough understanding of the target audience, along with persuasive communication strategies, made the desired behaviour successful through effective SM. The study’s credibility, reliability and validity are bolstered by the use of a rigorous and comprehensive systematic method to synthesize the existing literature, which reduces the risk of bias and offers robust evidence on the success of SM in promoting physical health among young adults.
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Conclusion
Lastly, the solution has been summarised by highlighting the key points of the proposal here.
This SM proposal presents a comprehensive strategy for managing health improvement through the promotion of physical activity among young adults aged between 18-30 in the UK. By utilizing the STELa marketing model, the intervention has been designed to be audiencecentered, evidence-based and sustainable.
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