Health  Vol.4 No.10 A , October 2012
Pandemic influenza: A global challenge for social marketing marketing
ABSTRACT
Recent years have seen increased attention and concern regarding the potential for pandemic influenza, following large-scale outbreaks of swine flu and bird flu. Governments and health agencies have time to develop social marketing strategies and specific messages that have the potential to minimize fear, refute or inoculate against misinformation that the public may encounter, and enhance the likelihood of the public taking the recommended preventive and remedial actions should these become necessary. This paper presents an overview of how social marketing can be used to tackle the global challenge of pandemic influenza. The potential pandemic influenza poses a major challenge for social marketers (along with governments, health services, and businesses). There are a number of critical factors about a potential pandemic influenza that make it fundamentally different to the majority of issues to which social marketing has previously been applied. The underlying principles of social marketing are equally applicable to a global infectious disease outbreak (such as pandemic influenza). Even if the current strains do not become pandemic, social marketers should use this impetus to develop the skills and resources to address future communicable disease outbreaks. This paper applies the concepts of social marketing to a unique health issue which has the potential to become one of the largest global public health crises in history, but which can be tackled with effective global social marketing.

Cite this paper
Jones, S. and Iverson, D. (2012) Pandemic influenza: A global challenge for social marketing marketing. Health, 4, 955-962. doi: 10.4236/health.2012.430146.
References
[1]   Butler, D. (2006) Pandemic “dry run” is cause for concern. Nature, 441, 554-555. doi:10.1038/441554a

[2]   Ungchusak, K., Auewarakul, P., Dowell, S.F., Kitphati, R., Auwanit, W., Puthavathana, P., Uiprasertkul, M., Boonnak, K., Pittayawonganon, C., Cox, N.J., Zaki, S.R., Thawatsupha, P., Chittaganpitch, M., Khontong, R., Simmerman, J.M. and Chunsutthiwat, S. (2005) Probable person-to-person transmission of avian flu influenza A (H5N1). New England Journal of Medicine, 352, 333-340. doi:10.1056/NEJMoa044021

[3]   Wulandari, F. and Lyn, T.E. (2006) Indonesia struggles to track H5N1 source, two more die. http://www.medscape.com/viewarticle/532937

[4]   Viboud, C. and Simonsen, L. (2012) Global mortality of 2009 pandemic influenza A H1N1. The Lancet Infectious Diseases, 12, 651-653. doi:10.1016/S1473-3099(12)70152-4

[5]   Valenciano, M., Kissling, E., Cohen, J.-M., Oroszi, B., Barret, A.-S., Rizzo, C., Nunes, B., Pitigoi, D., Camara, A.L., Mosnier, A., Horvath, J.K., O’Donnell, J., Bella, A., Guiomar, R., Lupulescu, E., Savulescu, C., Ciancio, B.C., Kramarz, P. and Moren, A. (2011) Estimates of pandemic influenza vaccine effectiveness in Europe, 2009-2010: Results of influenza monitoring vaccine effectiveness in Europe (I-MOVE) multicentre case-control study. PLOS Medicine, 8, e1000388.

[6]   Brandt, C., Rabenau, H.F., Bornmann, S., Gottschalk, R. and Wicker, S. (2011) The impact of the 2009 influenza A(H1N1) pandemic on attitudes of healthcare workers to- ward seasonal influenza vaccination 2010/11. Euro Surveillance, 16, 19854. http://www.eurosurveillance.org/ViewArticle.aspx?ArticleId=19854

[7]   Andradottir, S., Chiu, W., Goldsman, D., Lee, M.L., Tsui, K.-L., Sander, B., Fisman, D.N. and Nizam, A. (2011) Reactive strategies for containing developing outbreaks of pandemic influenza. BMC Public Health, 11. http://www.biomedcentral.com/1471-2458/11/S1/S1 doi:10.1186/1471-2458-11-S1-S1

[8]   Kotler, P. and Zaltman, G. (1971) Social marketing: An approach to planned social change. Journal of Marketing, 35, 3-12. doi:10.2307/1249783

[9]   Kotler, P., Roberto, N. and Lee, N. (2002) Social marketing: Improving the quality of life. 2nd Edition, Sage Publications Inc., Thousand Oaks.

[10]   Murray, C., Lopez, A.D., Chin, B., Feehan, D. and Hill, K.H. (2006) Estimation of potential global pandemic influenza mortality on the basis of vital registry data from the 1918-1920 pandemic: A quantitative analysis. Lancet, 368, 2211-2218. doi:10.1016/S0140-6736(06)69895-4

[11]   Sugimoto, J.D., Borse, N.N., Ta, M.L., Stockman, L.J., Fischer, G.E., Yang, Y., Halloran, M.E., Longini, I.M. and Duchin, J.S. (2011) The effect of age on transmission of 2009 pandemic influenza A (H1N1) in a camp and associated households. Epidemiology, 22, 180-187. doi:10.1097/EDE.0b013e3182060ca5

[12]   Baker, M., Thornley, C., Mills, C., Roberts, S., Perera, S., Peters, J., Kelso, A., Barr, I. and Wilson, N. (2011) Transmission of pandemic influenza a (H1N1) on a passenger aircraft. Journal of Epidemiology and Community Health, 65, A174. doi:10.1136/jech.2011.142976f.79

[13]   Leung, G.M., Ho, L.M., Chan, S.K., Ho, S.Y., Bacon-Shone, J., Choy, R.Y., Hedley, A.J., Lam, T.H. and Fielding, R. (2005) Longitudinal assessment of community psychobehavioural responses during and after the 2003 outbreak of Severe Acute Respiratory Syndrome in Hong Kong. Clinical Infectious Diseases, 40, 1713-1720. doi:10.1086/429923

[14]   Leung, G.M., Lam, T.H., Ho, L.M., Ho, S.Y., Chan, S.K., Wong, I.O. and Hedley, A.J. (2003) The impact of community psychological responses on outbreak control for severe acute respiratory syndrome in Hong Kong. Journal of Epidemiology and Community Health, 57, 857-863. doi:10.1136/jech.57.11.857

[15]   Liu, J.-T., Hammitt, J.K., Wang, J.D. and Tsou, M.W. (2005) Valuation of the risk of SARS in Taiwan. Health Economics, 14, 83-91. doi:10.1002/hec.911

[16]   Tang, C.S.K. and Wong, C.-Y. (2003) An outbreak of the Severe Acute Respiratory Syndrome: Predictors of health behaviours and effect of community prevention measures in Hong Kong, China. American Journal of Public Health, 93, 1887-1888. doi:10.2105/AJPH.93.11.1887

[17]   Blendon, R.J., Benson, J.M., DesRoches, C.M., Raleigh, E. and Taylor-Clark, K. (2004) The public’s response to severe acute respiratory syndrome in Toronto and the United States. Clinical Infectious Diseases, 38, 925-931. doi:10.1086/382355

[18]   Jones, S.C., Iverson, D. and Waters, L. (2009) Just don’t eat chicken: The challenge of engaging Australian adults in appropriate preventive behaviours for bird flu. International Journal of Nonprofit & Voluntary Sector Marketing, 15, 78-90.

[19]   Jones, S.C. and Iverson, D. (2008) What Australians know and believe about bird flu: Results of a population telephone survey. Health Promotion Practice, 9, 73S-82S. doi:10.1177/1524839908322112

[20]   Blendon, R., Benson, J.M., Weldon, K.J. and Herrmann, M.J. (2006) Pandemic influenza survey. 28 September- 5 October. http://www.hsph.harvard.edu/panflu/panflu_release_topline.doc

[21]   Blendon, R.J., Benson, J.M., Fleischfresser, C., Weldon, K.J. and Herrmann, M.J. (2006) Avian flu survey. 17-25 January. www.hsph.harvard.edu/disasters/articles/Loree-Blendon.pdf

[22]   Jones, S.C., Iverson, D., Gold, J. and Puplick, C. (2007) Potential avian influenza-induced pandemic: Minimising public panic. Report to the NHMRC. Centre for Health Initiatives, University of Wollongong, Wollongong.

 
 
Top