Posted: March 6th, 2023
Social determinants of health (SDOH) refer to the “circumstances in which people are born, grow up, live, work and age” (World Health Organization [WHO], 2018). These circumstances have a great influence on physical and mental health. The five domains of SDOH include economic stability, education, social and community context, healthcare system and services, as well as neighborhood and built environment. All these aspects are interdependent and interconnected; they interact with each other to shape individuals’ overall physical or mental wellbeing. The impact that SDOH have on marketing is significant.
Economic Stability includes factors such as poverty level, income level, employment status etc. It affects how people can access resources needed for healthy living such as adequate housing facilities or nutritious food products (Fuller-Thomson & Brennenstuhl ,2019). For example if an individual cannot afford nutritious food due to their low financial capacity then this might mean that the market for such nutritional foods might remain unexplored making it difficult for related businesses to thrive . By having knowledge about economic stability marketers can ensure that their strategies address the needs of all types of consumers regardless of their financial conditions.( Fullerton et al., 2019) Additionally , they could also develop pricing policies which will enable them to target even customers with lower incomes.
The second domain is Education which encompasses literacy levels as well as educational qualifications attained by individuals (Kaplan et al., 2017). People who are more educated tend to be aware about nutrition facts associated with certain commodities or lifestyle choices so they often make better informed decisions related to their health outcomes(Blas & Kurup ,2015). This implies that marketers need to take into account different levels of education while formulating any strategies related to promoting healthier lifestyles amongst consumers like providing detailed information regarding product content or potential side effects if consumed excessively . They should also consider targeting sections where literacy rates are lower through campaigns which use visuals rather than textual information( Blas & Kurup 2015).
Social And Community Context includes elements like family dynamics in addition to cultural norms prevailing within communities (Krieger et al., 2014). For example some cultures might emphasize importance given towards following traditional diets whereas others may not attach much significance towards it . Marketers need to pay attention towards such cultural values when devising plans for introducing new products especially those aimed at members belonging from specific cultural backgrounds i.e tailoring advertising messages accordingly so that these relate effectively with targeted population.( Betancourt& Khan 2005) They could also reach out through local organizations present in same community wherein new product can reach maximum number of potential customers faster instead relying upon conventional methods like print media or online platforms alone(Gaebler 2012 ).
Healthcare System And Services refers mainly quality healthcare provided by government along with availability of medical services . Inequity in access still remains an issue within many countries since even though cost has decreased yet there exist disparities based upon residence locations or types of insurance coverage etc (Lukomnik 2000) Similarly inadequate levels of funding limit modern approaches available for treatment purposes limiting what consumers want versus what is actually obtained by them.. Realizing this difference between demand – supply creates opportunities wherein marketing methods focused around building trust among patients become important leading development long term relationships based upon mutual understanding between service provider – patient(Goddard 2009 ).
Finally Neighborhood And Built Environment element deals mainly with aspect pertaining infrastructure existing surrounding particular populations viz public transportation , recreational parks etc.(Cooper et al 2011 ). Poor facilities here mean no proper pathways connecting residential areas leading lesser chances exercise activities being conducted thus impacting overall wellness negatively affecting its inhabitants over time.(Mishra 2010 ) In terms preventative measures oriented toward improving lives fewer resources means less investments made medical research/ studies making it harder introduce newer treatments options .. Marketers must understand such limitations prior committing promotional campaigns geared towards developing preventive initiatives in order encourage healthy habits across demographic boundaries.. Pursuing collaborations across businesses specialized similar fields like medication management devices etc would help promote shared goals whilst increasing cost effectiveness promotion efforts directed toward achieving desired objectives collectively.(Hoffman 2016 )
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