The evaluation of anti-tobacco program in Indonesia

social marketing

1.1. Definition

Social Marketing is applies marketing techniques to social psychology theories in order to bring about population-wide behavior change. The most commonly used technique is mass media promotion, which borrows heavily from traditional marketing and the ‘four Ps of marketing’ – product, price, place and promotion (Egger, Spark et al., 1990 cited in Baum, F. 2008).

1.2. Social Marketing in Public Health

To confront the chronic disease epidemic that threatens to determine human health in the twenty-first century, public health practice must begin to focus on far more than providing basic medical care. To establish a favorable environment for human well-being, public health practitioners must concentrate on affecting social change by helping to modify individual behaviors and lifestyles, improve social and economic conditions, and reform social policies. (Siegel, M & Lotenberg, L.D. 2007).

Patient Satisfaction

Health care provider and policymakers are increasingly using patient satisfaction measures to assess the performance of health care organizations (Hibbard and Jewett 1996; Zaslavsky et al. 2000, Cited in Cho, W.H. Lee, H. Kim, C. Lee, S. and Choi, K.S. 2004). International accreditation agencies, such as the Joint Commission on Accreditation of Healthcare Organizations (JCAHO) and the National Committee on Quality Assurance (NCQA), have included satisfaction as a quality indicator (Fahad, F. A. 2005).

Patient opinions are important because dissatisfaction suggests opportunities for improvement. Patient satisfaction can lead to a higher rate of patient retention which affects customer loyalty (Nelson et al. 1992, Cited in Cho, W.H. Lee, H. Kim, C. Lee, S. and Choi, K.S. 2004).

Past research on patient satisfaction has also found a linkage between satisfaction and hospital utilization. Several studies presented evidence for an inverse relationship between satisfaction and the frequency of patient visits (Linn, Linn, and Stein 1982; Pascoe & Attkinsson 1983; West 1976). Given the prevailing view in the consumer behaviour literature that patient satisfaction has positively affects to loyalty. (Nelson et al. 1992, Cited in Hannele, H. Pekka, L. Kaija, N. 2001).