A social marketing approach to involving Afghans in community-level alcohol problem prevention

A program for preventing alcohol-related problems at the community level using environmentally-focused, public health approaches sought to involve a new segment of the community. That segment consisted of recently-immigrated Afghans from a traditionally abstinent culture. Social marketing research was employed to elicit value-based benefits to be used in promoting the product (involvement with environmental change efforts) to the target audience. While the channels of distribution for promotional messages were easily identified, special attention was required relative to effective spokespersons. Much was also learned about the immigration experience of Afghans in a San Francisco Bay Area community that has significance for other fields.Linda Cherry is a social marketing and communications consultant who works with a variety of alcohol and other drug problem prevention efforts in California.Sonjia Parker Redmond is an associate professor of sociology and social services at California State University, Hayward where she is also affiliated with the Center for Study of Intercultural Relations.     

Effect of “This Side Up” T-shirts on Infant Sleep Position

Objectives: To assess the impact of “This Side Up” T-shirts on parental practices in Nebraska. Methods: A random sample of 3,210 Nebraska women who gave birth in 2004, stratified by race/ethnicity, was mailed a brief questionnaire on their receipt of a T-shirt and SIDS risk reduction materials at their birthing hospital, and on infant sleep position. Results: Response rates were low (25.9%), ranging from 10.6% for Native American mothers to 46.4% for White mothers. Half (52.0%) had received a T-shirt and 71.6% had received SIDS information. Two-thirds (64.0%) reported that their infants slept on their backs; African-American and Hispanic infants were significantly less likely to back sleep. In univariate logistic regression models, African-American race, Hispanic ethnicity and maternal age 30–39 were significant negative predictors of back sleeping; White race and having received a SIDS brochure were positive predictors. In the fully controlled model African American and Asian race and Hispanic ethnicity were negative predictors of back sleeping; neither receiving SIDS information nor the infant T-shirt was significant. Effects of maternal age and a SIDS informational brochure appeared in models stratified by race/ethnicity. Conclusions: In these data, receiving an infant T-shirt was not related to how mothers placed their infants to sleep. Additional research is needed on effective methods of delivering targeted counseling and promoting safe sleep practices among families, particularly among racial and ethnic subgroups.     

The convenience food market in Great Britain: convenience food lifestyle (CFL) segments

Convenience foods enable the consumer to save time and effort in food activities, related to shopping, meal preparation and cooking, consumption and post-meal activities. The objective of this paper is to report on the attitudes and reported behaviour of food consumers in Great Britain based on a review of their convenience food lifestyle (CFLs). The paper also reports the development and application of a segmentation technique that can supply information on consumer attitudes towards convenience foods. The convenience food market in Great Britain is examined and the key drivers of growth in this market are highlighted. A survey was applied to a nationally representative sample of 1000 consumers (defined as the persons primarily responsible for food shopping and cooking in the household) in Great Britain in 2002. Segmentation analysis, based on the identification of 20 convenience lifestyle factors, identified four CFL segments of consumers: the 'food connoisseurs' (26%), the 'home meal preparers' (25%), the 'kitchen evaders' (16%) and the 'convenience-seeking grazers' (33%). In particular, the 'kitchen evaders' and the 'convenience-seeking grazers' are identified as convenience-seeking segments. Implications for food producers, in particular, convenience food manufacturers are discussed. The study provides an understanding of the lifestyles of food consumers in Great Britain, and provides food manufacturers with an insight into what motivates individuals to purchase convenience foods.     

Influence of food companies' brand mascots and entertainment companies' cartoon media characters on children's diet and health: a systematic review and research needs

Reducing the extent and persuasive power of marketing unhealthy foods to children worldwide are important obesity prevention goals. Research is limited to understand how brand mascots and cartoon media characters influence children's diet. We conducted a systematic review of five electronic databases (2000–2014) to identify experimental studies that measured how food companies' mascots and entertainment companies' media characters influence up to 12 diet‐related cognitive, behavioural and health outcomes for children under 12 years. Eleven studies met the inclusion criteria. Studies used 21 unique popular media characters, but no brand mascots. Results suggest that cartoon media character branding can positively increase children's fruit or vegetable intake compared with no character branding. However, familiar media character branding is a more powerful influence on children's food preferences, choices and intake, especially for energy‐dense and nutrient‐poor foods (e.g. cookies, candy or chocolate) compared with fruits or vegetables. Future research should use a theoretically grounded conceptual model and larger and more diverse samples across settings to produce stronger findings for mediating and moderating factors. Future research can be used to inform the deliberations of policymakers, practitioners and advocates regarding how media character marketing should be used to support healthy food environments for children.     

Endorsement by association at the point of care: A process view

Abstract

Marketing at the point of care has become a ubiquitous practice under the assumption that products promoted at the point of care benefit from an endorsement by association effect. This assumption, however, has not yet been tested empirically. We address this gap in the literature by showing that the degree to which patients associate products presented at the point of care with their physicians predict future purchase intentions. We also examine the psychological process underlying this effect and provide evidence for the role of attitude towards the products and the feeling of being informed as mediators.     

基于服务营销理论的医院价格策略探讨

随着医疗服务行业竞争日渐激烈,公立医院必须树立市场观念,制定营销战略,实施服务营销策略组合(7PS)。价格策略是服务营销策略组成的重要组成部分,文章以作者所在的地市级三甲医院为例,分析了医院当前的定价方式,运用服务营销理论确定了定价目标,并阐述了在实践中如何具体实施医院的价格策略。     

护士心理授权状况与工作倦怠的相关性分析

目的：了解护士的心理授权现状和工作倦怠情况,分析两者间的相关性,探索预防和降低护士工作倦怠的新对策。方法整群抽取广州5家三甲医院的临床护士203人,采用心理授权量表及工作倦怠量表进行调查。结果护士的心理授权感知得分（4．75±0．67）分,为中等水平;其中自我效能得分最高为（5．34±0．73）分,工作影响得分最低为（3．64±0．11）分;护士有较严重的工作倦怠,其中个人成就感丧失维度（3．83±0．62）分,情绪枯竭维度（2．96±0．81）分,去人格化倾向维度（1．89±0．84）分;护士心理授权感知与工作倦怠关系密切,与情绪枯竭、去人格化倾向、个人成就感各维度呈负相关（r值分别为－0．436,－0．366,0．514;P＜0．01）。结论临床护士的心理授权处于中等水平,临床护理管理者应加强护士对心理授权的感知,以降低工作倦怠感的产生。     

药品生产企业资源重组视角下的新版GMP政策转型升级建议

从药品生产企业资源重组角度,进行新版GMP实施存在问题及原因分析,结合我国国情,针对大型、中型和小型3种不同规模药品生产企业,围绕上市许可人制度和委托生产,提出GMP政策转型升级的相关建议。     

以学习者为中心的高职院校共享型医药营销专业教学资源库的实践探索

结合浙江医药高等专科学校建设共享型医药营销专业教学资源库的实践,提出高职院校共享型专业教学资源库的设计、建设、应用、维护和更新需充分体现以“学习者为中心”的理念,满足学习者的多样化需求,可从建立积极的用户体验、加大资源库营销和推广、引入市场化运行以及维护和更新机制、建立健全资源库的建设标准和指南性文件等方面加强资源库的建设,最终实现高职院校共享型专业教学资源库相互支撑、良性循环的五大功能定位。     

销售人员、安全服务人员、技术工人职业紧张常模及应用表研制

目的研究销售人员、安全服务人员、技术工人职业紧张常模、应用图表、分级标准。方法采用职业紧张量表(OSI-R),对1370例常模样本进行研究,其中销售人员136例、安全服务人员331例、技术工人903例。结果首先,采用OSI-R量表分别研制了销售人员、安全服务人员、技术工人职业紧张常模;其次,在常模的基础上,分别研制了销售人员、安全服务人员、技术工人常模样本粗分转换为T分表。职业紧张程度分级:职业任务和紧张反应问卷中,T分≥70分者,为高度职业紧张、紧张反应;T分在60~69分者,为中度职业紧张、紧张反应;T分在40~59分者,为适度职业紧张和紧张反应;处于正常范围。T分<40分者,为相对缺乏职业紧张和紧张反应。在应对资源问卷中,T分低于30分者,表明高度缺乏应对资源;T分在30~39分者,表明中度缺乏应对资源;T分在40~59分者,具有适度的应对资源,属于正常范围;T分>60分者,表明有很强的应对资源。结论将职业紧张的模式结合销售人员、安全服务人员、技术工人职业紧张常模及应用表、图,分别针对不同个体主要紧张源,紧张反应、应对资源,采取有针对性的干预(组织、个体)措施,以降低销售人员、安全服务人员、技术工人职业紧张程度,保护和促进工作能力是职业卫生领域面临的重要任务之一。