Social Marketing and Health Communication Developing a Promotional Strategy: Important Questions for Social Marketing

Health practitioners often use the terms marketing and promotion inter-changeably. Yet, promotion is just one element of an overall marketing strat-egy. To realize the greatest impact there must be a combination of all the marketing components, including product, price, place, and promotion. The purpose of this article is to clarify the role of promotion and describe key elements of developing a promo-tional strategy within the broader con-text of a social marketing initiative