Sean P. David, MD, SM; David S. Greer, MD
Medical education is often a frustrating endeavor, particularly when it attempts to change practice behavior. Traditional lecture-based educational methods are limited in their ability to sustain concentration and interest and to promote learner adherence to best-practice guidelines. Marketing techniques have been very effective in changing consumer behavior and physician behavior. However, the techniques of social marketingâ€”goal identification, audience segmentation, and market researchâ€”have not been harnessed and applied to medical education. Social marketing can be applied to medical education in the effort to go beyond inoculation of learners with information and actually change behaviors. The tremendous potential of social marketing for medical education should be pilot-tested and systematically evaluated.
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David SP, Greer DS. Social Marketing: Application to Medical Education. Ann Intern Med. 2001;134:125-127. doi: 10.7326/0003-4819-134-2-200101160-00013
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Published: Ann Intern Med. 2001;134(2):125-127.
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Print ISSN: 0003-4819 | Online ISSN: 1539-3704
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