Marketing Public Health Services

Abstract

Marketing techniques that have proved their worth in the private sector can be applied successfully to public and non-profit agencies. This paper explores the applicability of marketing practices to public health departments. Many health departments are now facing pressures to re-examine and update roles in light of changes in morbidity and mortality and changes in consumer wants and needs. Marketing techniques can be helpful in evaluating services systematically in regard to consumer needs and preferences, planning and improving services to meet those needs and increasing agency visibility and credibility. One health department's experience in using marketing techniques is shared. Problems faced, solutions developed and recommendations for future activities are discussed.