Health education and marketing processes: 2 related methods for achieving health behavior change

Objective: To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing. Method: Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health education needs assessments. Results: Core health-marketing concepts are proposed along with 4 recommendations for future marketing activities in health education. Conclusion: To facilitate an advance in health education process and practice, scholars and practitioners should adopt a more consumer-centered, marketing mind-set.