The Importance of Developing a Market Strategy for childhood obesity- Engaging and Reaching the Right Audience

The Importance of Developing a Market Strategy for childhood obesity- Engaging and Reaching the Right Audience

The chosen topic for my Health Communication project is childhood obesity. The project aims to improve the levels of awareness of childhood obesity across the general population in order to improve patient health outcomes, improve prevention, and reduce the risk of associated chronic health complications. The target population for the project includes children and adolescents, parents, educators and teachers, caregivers, social workers, and primary healthcare practitioners. For a number of reasons, it is important to conduct a market strategy for childhood obesity. Firstly, a market strategy will benefit the project by allowing the use of communication strategies and language to serve the needs of the heterogeneous population. During the project’s development, previous market research helped identify and segment the target audience. Knowledge of the audience can also help understand the existing barriers and resources to help with resource planning.

A market strategy such as the social marketing strategy supports the combination of various marketing techniques, including behavioral psychology and marketing science, to promote sustainable behavioral changes (Kish-Doto and Poehlman 3). Additionally, as a market strategy helps one connect with the audience, it helps understand individual preferences and perceived values and influences purchasing decisions (Kuncoro and Kusumawati 268). Therefore, the marketing strategy can guide the implementation of interventions that align with such preferences to motivate the right behavior changes. Furthermore, a marketing strategy such as a social marketing strategy utilizing social media platforms helps to easily implement an intervention that reaches and connects with the target audience efficiently. In short, a marketing strategy helps identify and segment the target audience, plan communication strategies fit for each audience segment, and utilize behavior change theories to facilitate and sustain health behavior changes.

Works Cited

Kish-Doto, Julia, and Jon A. Poehlman. “Social Marketing as a Public Health Intervention.” The Palgrave Encyclopedia of Social Marketing, 2021, pp. 1–7, https://doi.org/10.1007/978-3-030-14449-4_89-1.

Kuncoro, Hedwika Avila Diva Putri, and Nurrani Kusumawati. “A Study Of Customer Preference, Customer Perceived Value, Sales Promotion, And Social Media Marketing Towards Purchase Decision Of Sleeping Product In Generation Z.” Advanced International Journal of Business, Entrepreneurship and SMEs, vol. 3, no. 9, 2021, https://doi.org/10.35631/aijbes.39018.

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Please share your chosen topic and the target audience with your classmates in the discussion.

Then explain why is it important to conduct a market strategy for your chosen topic. ( Childhood Obesity)