Da Silva, Edson Coutinho and Minciotti, Silvio Augusto (2022) CO-CREATING HEALTHCARE CAMPAIGNS THROUGH DESIGN AND SOCIAL MARKETING APPROACHES. British Journal of Marketing Studies, 10 (1). pp. 1-12. ISSN 2053-4043(Print), 2053-4051(Online)
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Abstract
This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a 'social product/service'; (b) social marketing canvas co-organises the strategies required to address the 'social product/service' to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Depositing User: | Professor Mark T. Owen |
| Date Deposited: | 07 Apr 2022 07:06 |
| Last Modified: | 07 Apr 2022 07:06 |
| URI: | https://tudr.org/id/eprint/269 |
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