The history of social marketing can be traced back to the 1950s by G. D Wiebe who argued that social marketing can be used to solve problems. Years later other scholars had their concept on social marketing(Kotler and levy). In 1970 Philips Kotler and Gerald Zaltman formally created the social marketing theory, now use by social welfare organizations.

Defined social marketing as “the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving consideration of product planning, pricing communication, distribution, and marketing research “. Kotler and Levy) complained that marketing excludes nonbusiness activities. Davide luck also argues that marketing involves the economics of buying of goods and services.

The expansion of social marketing was somewhat slow until the mid-1980s when condom social marketing became effective and the health care promotion campaign took place in Australia (SunSmart)campaign against skin cancer. At this time the first social marketing textbook was distributed (1989) by Kotler and Roberto.

 what is social marketing

In 2000, social marketing development has achieved total transformation, commercial marketing also applied (Peattie and Peattie ) argued in 2003 that social marketing differs from commercial marketing. According to dann “the benefit of social marketing has a dual focus “.


Social marketing is the application of marketing not for the purpose of financial gain but for the benefit of society. An example of this is anti-tobacco or health service, mother against drunken driving (MADD) a campaign of drivers to tie a red ribbon on vehicles. its aim is to improve the welfare of the people. Social marketing is not the same as in commercial marketing. It offers an effective way to encourage the individual to change from unsustainable behaviour to sustainable behaviour.

The difference between social marketing and commercial marketing is, social marketing is rooted in commercial marketing giving guidance to society on how to live a healthy lifestyle. The application is really a huge influence on society as countries now apply it, for instance, Zealand government asked its citizens to balance their nutrition and habit: balance alcohol intake, practice safe sex and so on.

Social Marketing In Health Care

With the help of commercials as stated social marketing is still trending a large public health and health care, other of them believe that working in partnership will achieve a better goal. As a result of the different trends, health can assist or be in social marketing. With the medical decisions, the patient relies on the provider to help with medical problems because they have more knowledge.

In recent years communication channels have changed, the patient now has direct asses to more medical information, doctored no longer have the exclusive source of medical knowledge mainly as a result of the internet.

Area Social Marketing Are Facing Challenges

  1. Technology advancement.

Social marketers are now facing challenges, limitations in people’s time, and an increase in types of communication channels. Like receiving guides on mobile devices against unhealthy behavior at any time. Selecting the appropriate channel and messages that help people communicate and get information about a healthy lifestyle is the highest challenge of social marketing.

2 Availability of health insurance.

This helps reduces the burden of the health care consumer. Being able to purchase a costly product for cheaper rates covered by insurance. This should be considered when giving information. All these challenges should be addressed in relevance to social marketing worldwide.


It is now obvious that social marketing is now a well-established part of marketing, but still, at its growing stage, we still need to appreciate the fact that it has developed to an extent and has done so well for our societies, countries and to the world at large.

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