Social marketing and public health
Social marketing and public health
复制标题
社会营销和公共卫生
DOI：
10.1093/med/9780198717690.001.0001
复制
发表时间：
2009
期刊：
影响因子：
--
通讯作者：
J. Petersen
中科院分区：
文献类型：
--
作者：
J. Petersen
公共卫生领域的存在是为了通过控制风险因素来保护公众免受健康风险，通常是通过预防或控制流行病的免疫计划，或通过监测饮用水质量等行动。在我们的后工业化社会中，环境以外的风险因素，如饮食、运动、吸烟和饮酒，变得越来越重要。生活方式改变引起的慢性病对医疗保健服务的需求不断增长，针对这一需求的政策采取了不同的形式，其中包括针对弱势群体开展健康促进活动。
本文讨论了公共卫生运动和医疗保健规划中的一些挑战和机遇，这些挑战和机遇来自于不断增长的数据存储库，这些数据存储库可用于针对公共卫生环境中的个人和小区域水平。
第一部分通过描述健康、公共卫生和社会营销的概念来介绍场景。其目的是在论文进展过程中，根据有针对性的公共卫生干预措施，为有关医疗保健规划、人口健康和社会进程的更广泛讨论铺平道路。
第二部分讨论了医疗保健规划中的问题和可能的解决方案，从个人研究开始，然后转向组织，最后以区域分类结束。本论文借鉴了许多公共卫生背景下的案例研究，包括频繁发生事故和紧急情况的用户、堕胎服务的青少年用户、女性乳腺筛查率、全科医生注册以及慢性病患者的社区特征。最后，第三部分概述了背景（第一部分）、结果（第二部分）和未来观点，说明如何使用常规收集的医疗数据为规划新的具有成本效益的干预措施创建证据。
The public health field exists to safeguard the general public from health risks by controlling risk factors, classically through immunization programmes that prevent or control epidemics, or through actions such as monitoring the quality of drinking water. In our post-industrialised society, risk factors other than the environment, such as diet, exercise, tobacco and alcohol use, have grown in importance. The policy response to the growing demand upon healthcare services arising from chronic diseases caused by changing lifestyle factors has taking different forms, and these include targeting vulnerable groups using health promoting campaigns.
This thesis addresses some of the challenges and opportunities in public health campaigns and healthcare planning that arise from the growing repositories of data that can be made available for targeting at the individual and small area level in a public health setting.
The first part sets the scene by describing the concepts of health, public health and social marketing. The intention is to pave the way for broader discussions – in the progress of the thesis – about healthcare planning, population health, and social processes in the light of targeted public health interventions.
Part two addresses the problems and possible solutions to a number issues in healthcare planning, starting with studies at the individual, then moving to organisations and ending with area classifications. The thesis draws on a number of case studies for targeting in a public health context including frequent accident and emergency users, teenage users of abortion services, women’s breast screening uptake, GP registration, and the neighbourhood characteristics of chronic disease patients. Finally, part three provides a synopsis of both context (part one), results (part two) and future perspectives on how routinely collected healthcare data can be used to create evidence for the planning of new cost-effective interventions.