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The aim of this paper is to enhance the effectiveness of pharmacovigilance programs that provide information about medical products to benefit consumers, aid health care professional’s decision-making and improve community health. This research sought to determine whether distinct segments of consumers can be identified for prescription drug safety social marketing and communication activities and if these segments would respond differently to information about prescription drug products.

Theories of risk information-seeking behavior were used to develop questions for respondents in an online survey panel. Latent class analyses identified clusters that were similar in their ability to accurately interpret risks and benefits, preferred sources of health information, medication use and other related factors. Multinomial logistic regression models identified demographic and psychographic differences across the segments. Logistic and linear regression models were then used to compare each segment’s responses to a specific drug safety information product.

The 1,244 respondents were clustered into four segments: not engaged (12 per cent), low-involvement users (29 per cent), careful users (50 per cent) and social information seekers (9 per cent). These segments were distinguished by perceived seeking control, self-appraisal of skill, information insufficiency, self-efficacy, information competency and health literacy. Sources of health information and health-seeking behaviors were also different across the four segments. Significant differences were found among the segments in their comprehension and perceived utility of the content and their intentions to take relevant actions.

From an array of potential behavioral influences, adults can be segmented by risk information-seeking constructs and related behaviors. These segments respond differently to drug safety information. Use of the personas developed in this work can help pharmacovigilance programs around the world develop more relevant and tailored social marketing products, services and content.

A social marketing approach using empirically tested theoretical constructs can be useful for drug safety or pharmacovigilance programs. The results were used to create personas that quickly convey relevant information to drug safety program managers and staff.

The purpose of this paper is to explore the field of social marketing. The field needs to evaluate what works, and more importantly for it to prosper and remain relevant, it must discover and incorporate concepts and techniques from other disciplines that are aligned around core ideas of people‐centered and socially oriented.

The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice and develops a model for transforming social marketing thought, research and practice.

A three dimensional model is presented that includes: scope – co‐creation, conversations, communities and markets; design – honoring people, radiating value, engaging service and enhancing experiences; value space – dignity, hope, love and trust.

The presentation weaves together a set of ideas from different disciplines that together strengthen the social marketing approach and provide a broader set of outcomes and perspectives that can be incorporated into work in this field.

Social marketing has evolved differently in the developing and developed worlds, at times leading to different emphases on what social marketing thought and practice entail. This paper aims to document what those differences have been and provide an integrative framework to guide social marketers in working with significant social and health issues.

An integration of views about social marketing is proposed that is focused on the core roles of audience benefits; analysis of behavioral determinants, context and consequences; the use of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment.

Ideas about branding and positioning, core strategic social marketing concerns, have been better understood and practiced in developing country settings. Social marketing in developing countries has focused much more on products and services, with a concomitant interest in pricing and distribution systems. In developed countries, social marketing has too often taken the 1P route of using persuasive communications for behavior change. The integrative framework calls for an expansion of social marketing to product and service development and delivery, using incentives and other behavioral economic concepts as part of the price element, and extending place as both an access and opportunity idea for behaviors, products and services.

The framework pulls together social marketing ideas and practices from the diversity of settings in which they have been developed and allows practitioners and academics to use a common set of concepts to think about and design social marketing programs. The model also gives social marketers more latitude in how to use price and place in the design of programs. Finally, it also provides a platform for how we approach social change and public health in the years ahead through market‐based reform.

Five challenges to social marketing are identified – achieving equity, influence of social networks on behaviors, critical marketing, sustainability, scalability and the need for comprehensive programs – that may serve to focus and coalesce social marketing research and practice around the world.

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program.

Within subjects quasi-experimental design.

The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six.

A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years.

Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike.

The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

During the early SARS-CoV-2 (COVID-19) pandemic outbreak, the Center for Disease Control and Prevention (CDC) stated masks “may not protect the wearer, but it may keep the wearer from spreading the virus to others”. Health officials revised mask guidelines to include both the wearer and others, but contradiction became a focal point for online debate and credibility. While revised policies eventually became adopted by the public, there was loss time and lives during this critical stage. This study investigates collectivist messaging on public policy support.

COVID-19 public policy hypocrisy was defined as the gap between supporting community policies while rejecting policies more likely to impact the individual. United States participants (N = 1,605) completed questionnaires. Moderated mediation analysis was conducted using SPSS PROCESS.

Those high on collectivism and high on global personal impact associated with lower COVID-19 public policy hypocrisy. These individuals indicated consistent support for community and individual policies, likely requiring personal sacrifices. Indirect conditional effects of lower conscientiousness associated with higher hypocrisy among those collectivistic.

Participants evaluated preference to original public safety ads, representative of basic societal and individual benefits. Those higher on collectivism preferred societal “we” versus individual “me” public safety ads. Implications discuss benefits of personal and communal public health messaging in an individualistic society so businesses can reopen. Entrepreneurs experienced major economic setbacks that effective public health policies could have mitigated.

In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained products and prices, the social marketing 4Ps are no longer fit for purpose in an age where social marketing interventions are so wide ranging. There is an urgent need for a replacement – a model that helps social marketers with the process of choosing an appropriate intervention design to fit the particular behaviour change problem faced. Here, the authors propose a model, the COM-SM framework, that connects social marketing programme types with the “capability, opportunity, motivation” model of behaviour.

This article is based on critical review of the efficacy of the 4Ps model in helping managers design social marketing programmes, followed by the conceptual development of an alternative.

Using some typical scenarios, it is contended that the COM-SM model better enables the marketer to adapt their designs to fit the behavioural challenges that they face.

The COM-SM model reworks the association between behaviour change insights and the social marketing mix, proposing a new way of designing social marketing interventions.

This research paper aims to better understand the network structure of higher education in North America. It draws on a relationally networked dataset of 1,292 degree-granting colleges and universities in North America to develop a modularity class approach to categorizing colleges and universities based on their own self-defined peer networks and assesses the utility of the modularity class approach as well as several measures of network centrality for predicting offerings of new curricular fields. Results show that not all measures of network centrality equally predict organizational change outcomes, with hub/authority position being most important. Additionally, results show that an empirically derived modularity class approach to categorizing organizations has important strengths in relation to more typical approaches based on prestige or perceived organizational characteristics. The approaches detailed in this paper will be useful for future analysts seeking to explain the spread of innovations and behavior across the higher education institutional field, as well as those seeking to understand clustering and organizational divergence.

This chapter presents three Chinese teachers' narrative accounts about how they live in dilemmatic spaces due to excessive entitlement. Still, the teachers move forward with transformative agency. The thick description of the three teacher participants has been reported elsewhere as the narratives of Lee – a math teacher, Ping – a Chinese language teacher and Wang – a school principal. In this chapter, however, ‘excessive teacher entitlement’ is used as a new lens to assist me in revisiting their stories of living in dilemmatic spaces. Narrative inquiry as a method unpacks the three teachers' life experiences. Although Lee, Ping and Wang encounter different entitlements and various dilemmas, their transformative agency in transitioning from a survival mode to thriving human beings brings out the similarities in their experiences. Using Vygotskian philosophy and cultural-historical activity theory (CHAT), this chapter focuses on the teachers' transformative agency as breaking away from given boundaries in their professional lives and taking up initiatives that confront the tacit excessive entitlement in and around them. Furthermore, transformative agency is promising in that it helps develop new practices in teacher education. Finally, the new understanding emanating by viewing the three subjects' experiences from the angle of excessive entitlement has the potential to inspire teachers in other contexts to become conscious of manifestations of excessive entitlement not only in themselves or others they interact with but also in the macro context we live in. This consciousness also increases the likelihood of the urge to find ways to ameliorate excessive entitlement and to move closer to one's cherished professional values.