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Related Experiment Videos

Using marketing research methods to evaluate a stage-specific intervention.

Neila Poscente1, Marsha Rothstein, M Jane Irvine

  • 1Health Promotion, Heart and Stroke Foundation of Ontario, Toronto, Canada. nposcente@hsf.on.ca

American Journal of Health Behavior
|June 26, 2002
PubMed
Summary

Marketing strategies effectively distributed and evaluated a health promotion intervention for physical activity. The study found significant increases in activity levels among participants, demonstrating successful market segmentation and evaluation via mass media channels.

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Area of Science:

  • Health promotion interventions
  • Marketing strategies in public health
  • Behavioral science

Background:

  • Health promotion interventions often face challenges in distribution and evaluation.
  • Effective strategies are needed to reach target populations and measure impact.
  • Marketing principles offer potential solutions for these challenges.

Purpose of the Study:

  • To demonstrate the application of marketing methods for distributing and evaluating a health promotion intervention.
  • To assess the feasibility of using mass media for health promotion outreach.
  • To evaluate participant engagement and outcomes in a controlled trial.

Main Methods:

  • Utilized mass media promotion to disseminate a physical activity resource.
  • Employed brief telephone interviews for participant screening and recruitment into a controlled trial.

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  • Conducted a 3-month follow-up to assess changes in participant behavior.

    • Main Results:

    • Gathered valuable insights into caller attitudes and motivations.
    • Observed significant increases in physical activity levels among the majority of participants in both study and control groups.
    • Demonstrated the effectiveness of the intervention in promoting behavioral change.

    Conclusions:

    • Marketing methods, including market segmentation, can be successfully applied to health promotion interventions distributed via mass media.
    • Program evaluation is feasible even when utilizing broad communication channels.
    • This approach offers a scalable model for public health initiatives.