Theoretical guidelines to support patient-centred health campaign messages within an integrated marketing communication (IMC) approach: a case study
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Authors
Mawasha, Lucky
Issue Date
2021-02-03
Type
Dissertation
Language
en
Keywords
Health messages , Culture , Social context , Integrated marketing communication (IMC) , Health promotion campaigns , Patient-centred approach , Single case study , Qualitative , Traditional medicine/healer , Marketing communication mix instruments , SDG 3 Good Health and Well-being
Alternative Title
Abstract
Health campaign messages used for health promotional purposes have always served a
vital role to educate communities on issues that concern their health. However, social and
cultural aspects need to be catered for adequately, to ensure that messages are adequately
understood and accepted by targeted communities. By considering the above, the aim of
this study was to propose theoretical guidelines by adopting an Integrated Marketing
Communication (IMC) approach, to support patient-centred health campaign messages,
which was applied to a single case at a regional hospital.
In doing so, this study adopted an interpretivist research paradigm using a qualitative, single
case study research design, which made use of three data collection methods namely, an
interview guide, a moderator’s guide, and coding scheme. A purposive sample method
guided the selection of participants and social artefacts. The findings indicated that patient centred health campaign messages which also consider the cultural and social context, will
benefit the hospital to achieve the intended health outcomes per health campaign message
communication. Consequently, the proposed theoretical guidelines were adapted for the
healthcare setting.