Paradoxes of social marketing in healthcare (in the context of COVID-19 Pandemic)

Thumbnail Image
Journal Title
Journal ISSN
Volume Title
Ivane Javakhishvili Tbilisi State University Press
The global pandemic of COVID-19 has significantly increased the role of social marketing interventions in healthcare at global and national levels. Planning, shaping and stimulating a new social product - behavior - has become the main agenda of health care systems. The article emphasizes the role of social marketing campaigns to widen public demand for vaccination and transform consumer behavior. The paper relies on the latest works of scientists working in the field of social marketing, official documents, resolutions and conclusions of governments and international organizations. Vaccine supply and demand ratio, serviceability and continuity of services, professionalism of medical staff and community readiness to receive vaccination are the main bases for ending the global pandemic. Particular importance is attached to the introduction and use of all communication tools to encourage changing consumer behavior. Psychological, emotional and physical factors has a huge impact on the motivation of the user to get new behavior! A group of „anti-vaxxers“ that are unfortunately politically, economically or psychologically motivated, are creating messages of vague, mythical content, thus becoming a serious barrier in fully ensuring the vaccination of the population. Appealing to unconfirmed, distorted information, myths, or conspiracy theories about the COVID-19 virus often leads to a syndrome of confusion and uncertainty, although mechanisms to combat the above are less effective both in the world and in Georgia. Confidence in vaccination and the government’s ability to communicate and successfully implement a vaccination program are critical to how well the government can inspire and maintain public confidence in the effectiveness and safety of vaccines. The authority of the state significantly determines the trust of citizens in the vaccine, which is well reflected in the percentage of vaccines in the world. The pandemic has deepened social inequality between population of many countries, lockdown policies provided by many governments hampered the social-economic status of workers. It is crucial to demonstrate the best practices of social marketing implications on vaccination campaigns, which will contribute to stop COVID-19 in the world.
1. Akbar, M. B., French, J., & Lawson, A. (2019). Critical review on social marketing planning approaches. Social Business, Vol. 9, No. 4, pp. 361-393. 2. Jashi, Ch. (2012). Principles of Social Marketing, Tbilisi: Universal. 3. Todua, N. (2018). Impact of Social Media Marketing on Consumer Behavior in the Georgian Tourism Industry, International Academy Journal Web of Scholar, Vol. 3, No. 5(23), pp. 11-16. 4. Todua, N. (2019). Using social media marketing for attracting foreign tourists to Georgian destinations. Globalization and Business. Vol. 7, pp. 39-48. 5. Andreasen, A. R. (2006). Social marketing in the 21st century. London: Sage Publications Inc. 6. Todua, N., & Jashi, Ch. (2013). Challenges of Social Marketing in Georgia. TSU Science, Vol. 5, pp. 59-62. 7. Todua, N., & Jashi, Ch. (2015). Some Aspects of Social Media Marketing (Georgian Case). International Journal of Social, Behavioral, Educational, Economic and Management Engineering, Vol. 9, No. 4, pp. 1160-1163. 8. Lee, N. R., & Kotler, P. (2019). Social marketing: Behavior change for social good. 6th ed., Thousand Oaks, CA:Sage Publications Inc. 9. Brychkov, D., & Domegan, C. (2017). Social marketing and systems science: past, present and future. Journal of Social Marketing, Vol. 7 No. 1, pp. 74-93. 10. Jashi, C.(2020). The New Context of Marketing in Social Media (Conceptual review). Economics and Business, Vol. 1, pp. 152-164. 11. Maclnnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and measuring consumers’ motivation,opportunity, and ability to process brand information from ads. Journal of marketing, Vol. 55, No. 4, pp. 32-53. 12. Binney, W., Hall, J., & Oppenheim, P. (2006). The nature and influence of motivation within the MOA framework: implications for social marketing. International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 11, No. 4, pp. 289-301. 13. Chau, J. Y., McGill, B., Thomas, M. M., Carroll, T. E., Bellew, W., Bauman, A., & Grunseit, A. C. (2018). Is this health campaign really social marketing? A checklist to help you decide. Health Promotion Journal of Australia, Vol. 29, No. 1, pp. 79-83. 14. French, J., Deshpande, S., Evans, W., & Obregon, R. (2020). Key guidelines in developing a pre-emptive COVID-19 vaccination uptake promotion strategy. International journal of environmental research and public health, Vol. 17, No. 16, 5893. 15. Todua, N., & Jashi, C. (2018). Influence of Social Marketing on the Behavior of Georgian Consumers Regarding Healthy Nutrition. Bulletin of the Georgian National Academy of Sciences, Vol. 12, No. 2, pp. 183-190. 16. Evans, W. D., & French, J. (2021). Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing. Vaccines, Vol. 9, No. 4, 319. 17. Kennedy, J. (2019). Populist politics and vaccine hesitancy in Western Europe: an analysis of nationallevel data. European journal of public health, Vol. 29, No. 3, pp.512-516. 18. Chau, J. Y., McGill, B., Thomas, M. M., Carroll, T. E., Bellew, W., Bauman, A., & Grunseit, A. C. (2018). Is this health campaign really social marketing? A checklist to help you decide. Health Promotion Journal of Australia, Vol. 29, No. 1, pp. 79-83. 19. Cook, J., Lynes, J., & Fries, S. (2021). Exploring Mistakes and Failures in Social Marketing: The Inside Story. Social Marketing Quarterly, Vol. 27, No. 1, pp. 13-31. 20. Brindha, M. D., Jayaseelan, R., & Kadeswara, S. (2020). Social media reigned by information or misinformation about COVID-19: a phenomenological study. Alochana Chakra Journal, Vol. 9, No. 5, pp.585-602. 21. Usuzaki, T., Chiba, S., Shimoyama, M., Ishikuro, M., & Obara, T. (2021). A disparity in the number of studies related to COVID-19 and SARS-CoV-2 between low-and middle-income countries and highincome countries. International Health, Vol. 13, No. 4, pp. 379-381. 22. Papava, V. (2021). Vaccination: “To Be, or not to Be”… Georgian Foundation for Strategic and International Studies ewsgA_gxNEtZ7Kw 23. OECD (2021). Enhancing public trust in COVID-19 vaccination: The role of governments. OECD Publishing, Paris, 24. Limaye, R. J., Holroyd, T. A., Blunt, M., Jamison, A. F., Sauer, M., Weeks, R., ... & Gellin, B. (2021). Social media strategies to affect vaccine acceptance: a systematic literature review. Expert review of vaccines, Vol. 20, No. 8, pp. 959-973. 25. Urotadze. E., & Jashi, Ch. (2020). Marketing Aspects of COVID-19 Epoch. In Proceedings of the 5th International Scientific Conference „Challenges of Globalization in Economics and Business“, Ivane Javakhishvili Tbilisi State University , pp. 397-404. 26. World Health Organization (2021). Coronavirus disease (COVID-19) pandemic 27. World Health Organization (2021). COVID-19 vaccines. 28. Our World in Data (2021). Coronavirus (COVID-19) Vaccinations.
COVID-19, Pandemic, Healthcare, Social Marketing, Change of Consumer Behavior
VI International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2021, pp. 163-169