Social Marketing in Marketing Health

Abstract

Health communication is one of key approaches in health promotion. In last decade more and more techniques used by commercial marketers are used, termed in this context »social marketing«. It became integrative and inclusive discipline that uses a wide range of social sciences and social policy approaches as well as marketing. Like commercial marketing, social marketing is also focused on the consumer, and similarly, it is the knowledge on what people want and need and how to persuade them to buy what we are producing. On the other hand, there is a great difference between commercial and social marketing in the product. The paper presents the rough overview of the concept of social marketing and its basic characteristics.