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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Serbian Medical Society
2019-01-01
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Online Access: | http://www.doiserbia.nb.rs/img/doi/0370-8179/2019/0370-81791800063M.pdf |
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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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