Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.

Health Marketing Quarterly is aimed at academicians and practitioners concerned with the concepts, practices, and research of health care marketing in today's complex environment. The journal addresses significant contemporary issues faced by health care organizations, such as hospitals, individual practitioners, and public health care organizations, in their use of marketing. This includes the use of marketing to promote, position, deter, and enhance health care organizations and issues, as well as the development of marketing literature on both conceptual and empirical bases.

《Health Marketing Quarterly》旨在为关注当今复杂环境中医疗保健营销概念、实践和研究的学术界和从业者提供服务。该期刊探讨了医疗保健组织（如医院、个体从业者和公共医疗保健组织）在使用营销时面临的重要当代问题。这包括利用营销来促进、定位、阻止和提升医疗保健组织及相关问题，以及在概念和实证基础上发展营销文献。

Health Marketing Quarterly

In an attempt to test the robustness of the numerous American findings related to hospital choice in the context of another country, this study examines the factors affecting hospital choice decisions of 869 patients in three public and one private hospital policlinics in Ankara, Turkey and attempts to determine their importance levels. Identification of these factors and determining their effect levels is important in concentrating management efforts on these key areas and in formulating effective marketing strategies to retain and expand hospital patient bases in the future. Our findings highlight the importance of accessibility of hospital services to consumers in hospital choice as well as the role of hospital's image, its physical appearance, and technological capabilities in informing such choices. American health care managers can use these findings to further understand how patients make choices related to health care facilities and to develop marketing strategies that may more effectively market their facilities.

Fevzi Akinci

A. Ezel Esatoglu

Dilaver Tengilimoglu

Amy Parsons

Hospital Choice Factors

This case study describes a successful nutrition social marketing program in Afghanistan. By building up the domestic soy industry and supply chain, while creating consumer demand for high-protein soy products to combat malnutrition, the

Nedra Kline Weinreich

Mustafa Basij Rasikh

Integrating supply and demand in social marketing programs: the <i>Nosh-e-Jaan</i> campaign to promote nutrition in Afghanistan

整合社会营销计划中的供需：促进阿富汗营养的“Nosh-e-Jaan”运动

This paper aims to identify factors that contribute to the success of current social marketing practices. These factors include setting clear behavior change objectives and segmentation that informs communication and messaging strategies. Other factors include rigorous research (consumer research, formative research, literature review), pre-testing of interventions, developing a partnership approach, using planning methodologies/theories, and monitoring and evaluation. These success factors could be used for policymakers, governments, agencies and social marketers delivering interventions focussed on healthy lives and well-being. The examples given in this study illustrate how these factors can be achieved, providing a focus for discussion and emulation.

M. Bilal Akbar

Irene Garnelo-Gomez

Lawrence Ndupu

Elizabeth Barnes

Carley Foster

An analysis of social marketing practice: Factors associated with success

社会营销实践分析：与成功相关的因素

This study investigates how melanoma anthropomorphism (i.e., the attribution of humanlike qualities to melanoma) interacts with individual differences in perceived efficacy to influence attitudes and intentions to perform preventive health behaviors. Results suggested that among individuals with lower levels of perceived efficacy, presenting melanoma in anthropomorphic terms (vs. non-anthropomorphic terms) enhanced processing fluency, consequently fostering more favorable attitudes and greater intentions to follow preventive health recommendations. However, this effect was not observed among individuals with higher perceived efficacy. Findings of this study offer important theoretical and practical implications regarding the strategic use of anthropomorphism in health promotion contexts.

Tianjiao Wang

Rachelle Pavelko

Heather Ford

Scott Barrows

Sarah Donohue

Mary Stapel

Humanizing cancer: The role of anthropomorphism and perceived efficacy in melanoma prevention

人性化癌症：拟人化与感知效能在黑色素瘤预防中的作用

This scoping review explores the integration of Artificial Intelligence (AI) with communication, behavioral, and social theories to enhance health behavior interventions. A systematic search of articles published through February 2024, following PRISMA guidelines, identified 28 relevant studies from 13,723 screened. These studies, conducted across various countries, addressed health issues such as smoking cessation, musculoskeletal injuries, diabetes, chronic diseases and mental health using AI-driven tools like chatbots and apps. Despite AI's potential, a gap exists in aligning technical advancements with theoretical frameworks. The proposed AI Impact Communications Model (AI-ICM) aims to bridge this gap, offering a road map for future research and practice.

Sam Weingott

Joy Parkinson

The application of artificial intelligence in health communication development: A scoping review

人工智能在健康传播发展中的应用：范围综述

Sustaining telehealth uptake hinges on people's desire and ability to effectively engage with it. We explored trust and confidence in telehealth delivered by medical and allied health using cross-sectional survey of 1,116 Australians. Descriptive analysis presented factors that would improve trust and confidence in telehealth cross-tabulated with video consultation experience. Inferential statistics compared levels of trust in medical and allied health telehealth with user-related variables. Trust in medical telehealth was higher than in allied health, but practice with video calls, experience with high-quality telehealth, and good internet were associated with greater levels of trust in both groups. Telehealth with a known health professional and no additional costs were top-ranked factors to improve trust and confidence. Participants confident in troubleshooting trusted telehealth more. This first cross-sectional study on trust and confidence in telehealth suggests that digital upskilling and promoting quality video consultations can potentially enhance telehealth adoption.

Soraia de Camargo Catapan

Centaine L. Snoswell

Helen M. Haydon

Annie Banbury

Emma E. Thomas

Liam J. Caffery

Anthony C. Smith

Jaimon Kelly

Trust and confidence in telehealth-delivered services: a nation-wide cross-sectional study

远程医疗服务中的信任与信心：一项全国横断面研究

Using the socio-ecological model, this study aims to understand factors associated with alcohol misuse in veterans of the New Zealand Defence Forces, and identify approaches for reducing harm. Using interviews, veterans were asked to recount their relationship to alcohol, and provide a narrative of its use before, during and after military service. Seven themes were identified including bars and drinking as 1) social hubs; and 2) social lubrication; providing others with 3) duty of care; the military 4) consequences of harmful drinking; and use of alcohol as 5) emotion regulation strategies; with the impact of that on 6) Civvy street, and 7) family impacts. Duty of care in military drinking environments is a new theme to the literature. Introducing emotion regulation training throughout the personnels' career, from transition to becoming civilians and beyond, was identified as key to effective health marketing interventions.

ISSN	0735-9683, 1545-0864
h-index	31

Publication Information	Publisher: Routledge，Publishing cycle: ，Journal Type: journal，Open Access Journals: No
Basic data	Year of publication: 1983，Proportion of original research papers: 0.00%，Self Citation Rate:N.A.， Gold OA Rate: 0.00%

Health Marketing Quarterly

Journal Citation Format

A journal article with 1 author

A journal article with 2 authors

A journal article with 3 authors

A journal article with 5 or more authors

Books Citation Format

Thesis Citation Format

Web sites Citation Format

Patent Citation Format

Staying up late manually editing references? ivySCI automatically matches journals and helps you generate references with a single click.

Share Submission Experience

Hospital Choice Factors

Integrating supply and demand in social marketing programs: the Nosh-e-Jaan campaign to promote nutrition in Afghanistan

An analysis of social marketing practice: Factors associated with success

Humanizing cancer: The role of anthropomorphism and perceived efficacy in melanoma prevention

The application of artificial intelligence in health communication development: A scoping review

Integrating supply and demand in social marketing programs: the Nosh-e-Jaan campaign to promote nutrition in Afghanistan

The application of artificial intelligence in health communication development: A scoping review

Humanizing cancer: The role of anthropomorphism and perceived efficacy in melanoma prevention

Trust and confidence in telehealth-delivered services: a nation-wide cross-sectional study

The role of emotion regulation in decreasing alcohol harm for veterans