Using social marketing to change the health behaviours of individuals living with diabetes

Shaw, Alan (2014) Using social marketing to change the health behaviours of individuals living with diabetes. In: Academy of Marketing Conference 2014, 7-10 July 2014, Bournemouth.

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Diabetes UK has called for access to Structured Health Education Programmes (SHEPs) for all people diagnosed with diabetes. Studies have shown that these programmes are the best way to empower individuals living with diabetes to take control of their lives. Back in 2003, the National Institute for Health and Care Excellence (NICE) recommends that SHEPs should be made available to all people with diabetes at the time of initial diagnosis and then as required on an ongoing basis. Social Marketing is one way of engaging with these individuals. Unfortunately a recent study by Diabetes UK identified that only 36% of people living with diabetes had attended a SHEP.

Social marketing is often criticised for only focusing on the individual and ignoring the wider environmental perspectives. This research bridges the gap and answers why so few people attend the SHEPs. It utilises Bronfenbrenner's latest Bio-ecological Theory. The findings identified to date demonstrate that there are many environmental issues that social marketers should consider before embarking on a campaign.

Item Type: Conference or Workshop Item (Paper)
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Becky Skoyles
Date Deposited: 06 Jul 2018 08:52
Last Modified: 19 Nov 2019 09:50

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