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Competition: a social marketer's friend or foe?
Jennifer J Clay Wayman1, Tom Beall, Rosemary Thackeray
1Ogilvy Public Relations Worldwide, Washington, DC, USA.
Health Promotion Practice
|March 27, 2007
Summary
Public health social marketing faces competition from other marketplace activities. Understanding and analyzing this "promotion competition" is key to intervention success.
Area of Science:
- Public Health
- Social Marketing
- Health Communication
Background:
- Public health social marketing interventions operate within a complex marketplace.
- Competition in this context often arises from other marketing activities, termed "promotion competition."
Purpose of the Study:
- To explore the concept of "healthy competition" in public health social marketing.
- To review promotion competition and its impact on social marketing initiatives.
- To provide strategies for conducting competitive analysis and managing competition.
Main Methods:
- Literature review of promotion competition in social marketing.
- Examination of competitive factors influencing intervention success.
- Outline of a competitive analysis framework.
- Development of strategic approaches to competition.
Main Results:
- Competition from other marketing activities is a significant, often overlooked, factor in public health.
- A structured competitive analysis can identify threats and opportunities.
- Strategic management of competition can enhance intervention effectiveness.
Conclusions:
- "Healthy competition" in public health social marketing is achievable through strategic analysis and management.
- Understanding and proactively addressing promotion competition is vital for maximizing intervention impact.
- Implementing competitive strategies can mitigate negative implications and leverage competitive advantages.
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