The health marketing mix

Abstract

The well-known marketing mix of the commercial sector has found its application and has been developing in the non-profit sector. In most cases, the techniques and tools of commercial marketing are used to change behaviours in order to achieve social good. The targeted behaviours range widely from environmental ones to health-related behaviours. The aim of the current paper is to highlight some of the characteristics of the marketing mix when applied to change health-related behaviours. The term health marketing will also be coined as part of the theoretical background. Moreover, the additional P’s that add to the health marketing mix will be discussed.