Introduction
Marketing component | Theory or framework | Focus of the theory or framework | Relevant constructs or concepts |
---|---|---|---|
Product | Social marketing | The application of marketing techniques to the design, implementation, and evaluation of programs designed to facilitate voluntary exchanges of mutual benefit and improved personal well-being and societal welfare | Formative research; Market segmentation; Competitive analysis |
Diffusion of Innovation | The spread of new ideas, products, or services within a society or from one society to another; focus on innovation | Relative advantage; Compatibility; Complexity; Trialability; Observability | |
Price | Social cognitive theory | The interaction between personal factors, environmental factors, and human behavior | Reciprocal determinism; Behavioral capability; Expectations; Self-efficacy; Observational learning; Reinforcements |
Health belief model | The perceptions of threat posed by a health problem, the benefits of avoiding the threat, and factors influencing the decision to act | Perceived benefits; Perceived barriers; Cues to action; Self-efficacy | |
Promotion | Diffusion of innovation | The spread of new ideas, products, or services within a society or from one society to another; focus on diffusion | Communication channels; Social systems/networks |
Precaution adoption process model | The journey from lack of awareness to action and maintenance in dealing with hazards; acknowledge inherent risk | Unawareness; Unengaged; Decision-making; Acting | |
Place | Communication theory | The different types of communication that affect health behavior | Media Exposure; Media effects; Agenda setting; Framing |
Product
Price
Promotion
Consumers | Health care providers | Insurers | |
---|---|---|---|
Product – What action must be taken by each audience (e.g., product, behavior, or policy)
| What does PCC services need to look and feel like for consumers to want/use/demand them? | What does PCC services need to look and feel like for busy health care providers to want to offer them? | What does PCC services need to look and feel like for health insurers to want to cover this service? |
Pricing –
Why would they want to do it?
| What is the value of PCC services and what would they be willing to pay for them? | What is the value for offering PCC services to patients and what would it cost to offer them? | What is the return on investment for including PCC services as a covered service? |
Promotion –
How will each audience be told about the what, why, where, and how?
| How will PCC services be publicized and made available to consumers in a way that they are attractive, affordable, and accessible? | How will PCC services be presented to health care providers so that they are willing and able to offer them? | How will PCC services be presented to insurers so that they are willing and able to reimburse for them? |
Place –
Where can they do the action needed?
| What settings/locations are most acceptable, appropriate, and accessible for providing PCC services? | What settings/locations are most acceptable, appropriate, and accessible for offering PCC services? | What forums or conferences can instigate productive discussions about including PCC services as a covered expense? |