Monthly Archives: September 2010

No more tiers: five things that can take the pain out of decentralised marketing communications

Marketing communications is no longer just the responsibility of those with the words in their job title. Many organisations require staff in different roles to incorporate promotion, dissemination and general news-spreading into their workload. This decentralisation of marketing communications has the potential to be very effective, however it doesn’t happen by itself. Here are five things the Social Marketing Lady has observed can make
a difference: Continue reading

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Could social marketing increase research uptake?

I’ve been holidaying offline most of the summer and now I’m back to the internet with a vengeance, trawling Google Scholar for examples of how social marketing has been applied to the problem of increasing the use of research by policymakers and practitioners.

It’s slim-pickings so far (anyone? anyone?) but this short opinion piece by Allan Lazar of the Agency for Healthcare Research and Quality shows I’m not the only one who thinks the idea is worth pursuing. He makes the point that the average time lag for evidence-based medical knowledge to get into use is 17 years (this statistic is referenced here). Although this is specifically referring to the knowledge from clinical trials, research uptake in other sectors is still too S-L-O-W and unequal in who it reaches.

Time to widen my net, and dare I say it, omit “social marketing” from the search terms I’m using.

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