Best prices Special offers for members of the PWE book club The cheapest delivery
DOI: 10.33226/1231-7853.2023.1.1
JEL: M31, M39, I11
Ewa Lisowska ORCID: 0000-0002-4203-946X , e-mail: ewael|| |ewael|

The impact of social marketing campaigns on the pro-health behaviors of women and men in Poland

The objective of the article is to indicate that social marketing campaigns have an impact on pro-health behaviors, particularly of women, as they have greater health awareness than men, due to the socialization. It is also interesting to recognize how the youngest (Millennials) generation women and men differ from the representatives of the Baby Boomers generation in this respect. The study uses the results of the exploratory quantitative survey conducted in the third quarter of 2021 among patients of a selected first contact medical facility located in Poland. The questionnaire was available to patients of this medical facility for two months. 217 of them filled the questionnaire (random sample). It turned out that men know a higher number of pro-health social campaigns than women, and more frequently believe that they contribute to disease prevention. However, this is not statistically significant and needs to be confirmed in further studies. The results also showed that male representatives of the Baby Boomers, compared to youngest men (Millennials), more often perceive social campaigns concerning health protection and prevention. This difference is statistically significant and not observed in the group of women. There is no theoretical research underpinning this study in Poland, so this article provides a significant input into the theory of social marketing in the field of pro-health campaigns and their influence on disease prevention. Medical facilities can use the results of this research as an argument for their activities toward social marketing. The observations were made only among patients of one medical facility, thus excluding the possibility of generalizing the findings. Therefore, this empirical research should be treated as an exploration of the subject matter for further surveys.

Download article
Keywords: marketing of medical facilities; pro-health campaigns in Poland; social marketing


Alden, D. L., Basil, M. D., & Deshpande, S. (2011). Communications in social marketing. In: G. Hastings, K. Angus, & C. Bryant (Eds.), Sage handbook of social marketing (167–177). Sage.

Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 13(1), 108–114.

Bukowska-Piestrzyńska, A. (2011). Marketing usług zdrowotnych. Od budowania wizerunku placówki do zadowolenia klientów. Wydawnictwo CeDeWu.

Cheng, H., Kotler, P., & Lee, N. R. (2009). Social marketing for public health. An introduction (1–30). In: H. Cheng, P. Kotler, & N. R. Lee, Social marketing for public health. Global trends and success stories. Jones and Bartlett Publishers.

Coreil, J., Bryant, C. A., & Henderson, J. N. (2001). Social and behavioral foundations of public health. Sage Publication.

Daszkiewicz, M. (2021). Kampanie społeczne w okresie pandemii – obszary, treści i formy komunikowania. In: W. Nowak, & K. Szalonka (Red.), Zdrowie i style życia. Ekonomiczne, społeczne i zdrowotne skutki pandemii (305–321). Uniwersytet Wrocławski.

Dejnaka, A., Iwankiewicz-Rak, B., Nogieć, J., & Spychała, P. (2013). Marketing społeczny w organizacjach komercyjnych i non-profit. Wydawnictwo Wyższej Szkoły Bankowej.

Dercz, M., & Rek, T. (2012). Ustawa o działalności leczniczej. Komentarz. ABC. A Wolters Kluwer business.

Eagly, A. H., & Karau, S. J. (2002). Role congruity theory of prejudice toward female leaders. Psychological Review, 109(3), 573–598.

Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Reviews of Public Health, 26, 319–339.

Hall, J. A., Roter, D. L. & Rand, C. S. (1981). Communication of affect between patient and physician. Journal of Health and Social Behavior, 22(1),18–30.

Johnell, K., Lindström, M., Sundquist, J., Eriksson, Ch., & Merlo, J. (2006). Individual characteristics, area social participation, and primary non-concordance with medication: A multilevel analysis. BMC Public Health, 6(52).

Kotler, P., & Keller, K. L. (2012). Marketing. Dom Wydawniczy Rebis.

Krot, K. (2016). Wpływ zaufania do lekarzy na przestrzeganie zaleceń lekarskich przez pacjentów. In: M. Ćwiklicki, M. Jabłoński, & S. Mazur (Eds.), Współczesne koncepcje zarządzania publicznego. Wyzwania modernizacyjne sektora publicznego (128–139), Fundacja Gospodarki i Administracji Publicznej.

Lee, R. L., & Kotler, P. (2019). Social marketing: Influencing behaviors for good. Sage Publications.

McKinstry, B., Ashcroft, R., Car, J., Freeman, G., & Sheikh, A. (2006). Interventions for improving patients' trust in doctors and groups of doctors. Cochrane Database Systematic Reviews, 19 July,

Melovic, B., Stojanovic, A. J., Vulic, T. B., Dudic, B., & Benova, E. (2020). The impact of online media on parents' attitudes toward vaccination of children – social marketing and public health. International Journal of Environmental Research and Public Health, 17, 5816,

Naczelna Izba Lekarska. (2003). Kodeks etyki lekarskiej. (13.09.2021).

Neuwirth, Z., & Schrader S. (2007). Performing medical conversations: "Between" physicians and patients. Advances in Mind-Body Medicine, 22(3–4), 44–47.

NIK. (2016). Profilaktyka zdrowotna w systemie ochrony zdrowia. Informacja o wynikach kontroli. Raport NIK.,13788,vp,16224.pdf

NIK. (2017). NIK o profilaktyce zdrowotnej w systemie ochrony zdrowia. (15.09.2021).

Östlin, P., Eckermann, E., Mishra, U. S., Nkowane, M., & Wallstam, E. (2007). Gender and health promotion: A multisectoral policy approach. Health Promotion International, 21, 25–35.

Rudawska, I. (2010). Marketingowe kampanie społeczne o tematyce zdrowotnej. Zeszyty Naukowe. Uniwersytet Ekonomiczny w Poznaniu, (135), 368–377.

Serwach, M. (2013). Reklama gabinetu lekarskiego. Medycyna Praktyczna, 1, 116–119.

Supreme Medical Council. (2011). The Resolution 29/11/VI of the Supreme Medical Council of 16 December 2011 on detailed rules for the public disclosure of information on the provision of health services by doctors and dental practitioners. (13.09.2021).

Thom, D. H. (2001). Physician behaviors that predict patient trust. The Journal of Family Practice, 50, 323–328.

Thom, D. H., Kravitz, R. L., Bell, R. A., Krupat, E. & Azari, R. (2002). Patient trust in the physician: Relationship to patient requests. Family Practice, 19(5), 476–483.

UN. (2005). Talk the Walk. Advancing Sustainable Lifestyles through Marketing and Communications. United Nations Environment Programme.

UN Global Compact and Utopias. (14.09.2021).

UN. (2015). The 2030 Agenda for Sustainable Development. Goal 3: Ensure healthy lives and promote well-being for all at all ages. (02.08.2021).

Ustawa z dnia 15 kwietnia 2011 r. o działalności leczniczej, Dz.U.2013.217. The Act of 15 April 2011 on Medical Activities, Official Journal of 2013, item 217.

Wiśniewska, J., & Różycka, M. (2021). The problem of trust in innovative ICT technologies used in e-health systems. The case study of private health care units located in Szczecin. 25th International Conference on Knowledge-Based and Intelligent Information & Engineering Systems, 8–10 September 2021, Szczecin, Poland.

Zhao, X. (2020). Health communication campaigns: A brief introduction and call for dialogue. International Journal of Nursing Science, 7(Suppl. 1), S11–S15.

Article price
Price of the magazine number
197.00 €
Lowest price in last 30 days: 158.00
get subscription