Application of Social Marketing in Assisting Program Managers to Tackle Public Health Concerns

In the modern era, the program managers and public health professionals need to be well pre-pared to counter the spectrum of diseases associ-ated with adoption of harmful practices (1). Among the multiple strategies tried with variable range of success, social marketing is a strategy to facilitate acceptance and willingness on the part of the concerned individuals to adopt a particular behavior (1). It is built on the rationale that health professionals should assume more responsibility for promoting health education in the community (2). Broadly, social marketing is the process of motivating people through application of market-ing techniques to adopt willingly a behavior, which is beneficial to them, over other ‘poten