Social marketing: A behavior change technology for infection control

Changing health care worker behaviors is a core function of infection control programs. The social change technologies of education and institutional policy are limited in their capacity to achieve desired behaviors on a sustained basis because they do not address the importance of opportunity and a...

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Bibliographic Details
Published in:American journal of infection control 2006-09, Vol.34 (7), p.452-457
Main Authors: Mah, Manuel W., Deshpande, Sameer, Rothschild, Michael L.
Format: Article
Language:English
Subjects:
Biological and medical sciences
Epidemiology. Vaccinations
General aspects
Health Behavior
Health Personnel - psychology
Health Promotion - methods
Humans
Infection Control - methods
Infectious diseases
Medical sciences
Miscellaneous
Public health. Hygiene
Public health. Hygiene-occupational medicine
Social Change
Social Marketing
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Summary:Changing health care worker behaviors is a core function of infection control programs. The social change technologies of education and institutional policy are limited in their capacity to achieve desired behaviors on a sustained basis because they do not address the importance of opportunity and ability in practice enhancement. Social marketing addresses the health care worker's lack of opportunity and ability by offering a bundle of benefits at low cost with high accessibility and by doing this better than the behavioral status quo This article introduces some social marketing concepts and explicates them in the context of hand hygiene promotion.
ISSN:0196-6553
1527-3296
DOI:10.1016/j.ajic.2005.12.015