Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign

Introduction/Objective. The main aim of the paper is to develop a foundation for creating internet social marketing strategy in preventive health care, through research and campaign for vaccination against human papillomavirus (HPV). The aim of the study was to introduce a strategic approach of soci...

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Main Authors: Mitrović Jelena, Knežević Sandra, Žugić Jelena, Kostić-Stanković Milica, Jović Marija, Janičić Radmila
Format: Article
Language:English
Published: Serbian Medical Society 2019-01-01
Series:Srpski Arhiv za Celokupno Lekarstvo
Subjects:
Online Access:http://www.doiserbia.nb.rs/img/doi/0370-8179/2019/0370-81791800063M.pdf
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spelling doaj-36a81581afa248c991b0bf1aedbddb202021-01-02T09:59:24ZengSerbian Medical SocietySrpski Arhiv za Celokupno Lekarstvo0370-81792019-01-011475-635535910.2298/SARH170811063M0370-81791800063MCreating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaignMitrović Jelena0Knežević Sandra1Žugić Jelena2Kostić-Stanković Milica3Jović Marija4Janičić Radmila5Faculty of Organizational Sciences, BelgradeXiamen University, Medical Anthropology, Anthropology Department, Xiamen, ChinaUniversity of Mediterranean, Montenegro Business School, Podgorica, MontenegroFaculty of Organizational Sciences, BelgradeFaculty of Organizational Sciences, BelgradeFaculty of Organizational Sciences, BelgradeIntroduction/Objective. The main aim of the paper is to develop a foundation for creating internet social marketing strategy in preventive health care, through research and campaign for vaccination against human papillomavirus (HPV). The aim of the study was to introduce a strategic approach of social marketing on social networks, for vaccination against HPV campaign in Serbia. Methods. Quantitative research was conducted through the internet in December of 2016, using the survey method. Participants in the study were parents whose children were candidates for the vaccination. Results. The research has shown that nearly one third of respondents do not know what HPV is, and about the same number of respondents know that HPV causes cancer. In addition, only 14.5% of respondents know that HPV is the most common transmitted disease in the world. With adequate awareness of safety, 97% of respondents would decide to vaccinate their children. Only 39% of parents could afford the vaccination, although opinion change is caused by the information about the price of the HPV vaccine. Consequently, 97.5% of the respondents would opt for vaccination in the case that it is free. Conclusion. Based on the results, and compared with best practices of other countries, we provided a marketing strategy via social networks. The campaign focuses on the raising awareness of the need for HPV vaccination and cancer prevention, including disseminating information to the target population, through social networks.http://www.doiserbia.nb.rs/img/doi/0370-8179/2019/0370-81791800063M.pdfhuman papillomavirusvaccinationpreventionSocial marketingstrategic marketing on the internet
collection DOAJ
language English
format Article
sources DOAJ
author Mitrović Jelena
Knežević Sandra
Žugić Jelena
Kostić-Stanković Milica
Jović Marija
Janičić Radmila
spellingShingle Mitrović Jelena
Knežević Sandra
Žugić Jelena
Kostić-Stanković Milica
Jović Marija
Janičić Radmila
Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
Srpski Arhiv za Celokupno Lekarstvo
human papillomavirus
vaccination
prevention
Social marketing
strategic marketing on the internet
author_facet Mitrović Jelena
Knežević Sandra
Žugić Jelena
Kostić-Stanković Milica
Jović Marija
Janičić Radmila
author_sort Mitrović Jelena
title Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
title_short Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
title_full Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
title_fullStr Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
title_full_unstemmed Creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
title_sort creating social marketing strategy on the internet within preventive health care - human papilloma virus vaccination campaign
publisher Serbian Medical Society
series Srpski Arhiv za Celokupno Lekarstvo
issn 0370-8179
publishDate 2019-01-01
description Introduction/Objective. The main aim of the paper is to develop a foundation for creating internet social marketing strategy in preventive health care, through research and campaign for vaccination against human papillomavirus (HPV). The aim of the study was to introduce a strategic approach of social marketing on social networks, for vaccination against HPV campaign in Serbia. Methods. Quantitative research was conducted through the internet in December of 2016, using the survey method. Participants in the study were parents whose children were candidates for the vaccination. Results. The research has shown that nearly one third of respondents do not know what HPV is, and about the same number of respondents know that HPV causes cancer. In addition, only 14.5% of respondents know that HPV is the most common transmitted disease in the world. With adequate awareness of safety, 97% of respondents would decide to vaccinate their children. Only 39% of parents could afford the vaccination, although opinion change is caused by the information about the price of the HPV vaccine. Consequently, 97.5% of the respondents would opt for vaccination in the case that it is free. Conclusion. Based on the results, and compared with best practices of other countries, we provided a marketing strategy via social networks. The campaign focuses on the raising awareness of the need for HPV vaccination and cancer prevention, including disseminating information to the target population, through social networks.
topic human papillomavirus
vaccination
prevention
Social marketing
strategic marketing on the internet
url http://www.doiserbia.nb.rs/img/doi/0370-8179/2019/0370-81791800063M.pdf
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