What is a “Case”?

Cases is seeking case studies that offer insight into how to effectively create and manage a public health communication or social marketing program (or component of a larger multi-component public health program). Case studies submitted to Cases should examine a public health communication or social marketing program, or a broader public health initiative in which communication or marketing methods played (or should have played) an important role. In particular, cases should examine at least one of the 4 elements of the marketing mix or “4 P’s.” These include product, price, place, and promotion.

Case Study

A public health case study is the analysis of a real-world program (health communication or social marketing) that the author has experienced or been able to observe. A case study will include both a description and original analysis or evaluation of the program or program component.

Health Communication

“The production and exchange of information to inform, influence or motivate individual, institutional and public audiences about health issues.” 1

“Health communication is a multifaceted and multidisciplinary approach to reach different audiences and share health-related information with the goal of influencing, engaging, and supporting individuals, communities, health professionals, special groups, policymakers and the public to champion, introduce, adopt, or sustain a behavior, practice, or policy that will ultimately improve health outcomes.” 2

Social Marketing

“Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment and communities) as well as the target audience.” 3

“The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.” 4


1Maibach EW, Abroms LC, Marosits M. Communication and marketing as tools to cultivate the public’s health: a proposed people and places framework. BMC Public Health. 2007 May 22;7(1):88.
2Schiavo, R. Health communication: From theory to practice. San Francisco: Jossey-Bass, 2007.
3Kotler, Lee, & Rothschild, 2007 in Kotler, P. & Lee, N. Social marketing: Influencing behaviors for good. (3rd ed). Thousand Oaks: Sage, 2008.
4Andreasen, A. Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass, 1995.