THE USE OF TELEMARKETING IN THE COMMUNITY-WIDE PREVENTION OF HEART DISEASE: THE PAWTUCKET HEART HEALTH PROGRAM

The marketing of preventive health behaviors is typically accomplished through various broadcast, print, and other mass media channels. By making randomly-dialed telephone calls to 4,000 residents of Pawtucket, RI, volunteers of the Pawtucket Heart Health Program succeeded in registering nearly 400...

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Bibliographic Details
Published in:Journal of community health 1986-10, Vol.11 (3), p.172-180
Main Authors: Schwertfeger, Rick, Elder, John P., Cooper, Robert, Lasater, Thomas M., Carleton, Richard
Format: Article
Language:English
Subjects:
Heart Diseases - prevention & control
Humans
Marketing of Health Services
Preventive Health Services
Rhode Island
Telephone
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Summary:The marketing of preventive health behaviors is typically accomplished through various broadcast, print, and other mass media channels. By making randomly-dialed telephone calls to 4,000 residents of Pawtucket, RI, volunteers of the Pawtucket Heart Health Program succeeded in registering nearly 400 individuals for risk factor reduction groups or self-help behavior change kits. Additionally, community awareness of the program was an indirect benefit of this "telemarketing." Telemarketing is an interactive and inexpensive approach to marketing preventive health behaviors.
ISSN:0094-5145
1573-3610
DOI:10.1007/BF01338798