Social Marketing Case Study: Obligation and Consistency Analysis

This case study examines the application of social marketing principles in promoting breastfeeding. The analysis focuses on two specific strategies: creating a sense of obligation and utilizing the power of consistency. The assignment details the pros and cons of each approach, considering factors such as patient demographics, health conditions, and the potential for long-term effectiveness. The case study also discusses the appropriate contexts for applying these strategies, emphasizing the importance of nurse-patient relationships, patient maturity, and the need for follow-up to ensure desired outcomes. The analysis highlights potential pitfalls, such as misunderstandings and short-lived effects, and offers insights into maximizing the impact of social marketing interventions in a healthcare setting.

Running head: SOCIAL MARKETING
SOCIAL MARKETING
Name of the Student:
Name of the University:
Author’s Note:

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Pros and cons of creating a sense of obligation
Pros
 Sense of Obligation helps in making the new mothers to understand the importance of
taking good care of the child and breastfeeding them just in the same way as they have
received good care in the hospitals by the nurses.
 Women who are becoming mothers for the first time will be able to develop a good
understanding of the health benefits of breastfeeding their kids (Clark, Fine and Scheuer
2017). They will be able to form a bond with the nurses and caregivers who took care of
them in the hospital
Cons
 This might make the patients take care of their babies only as a matter of obligation
towards the care they received in hospitals. This might be enough to make them carry on
the breastfeeding for their kids for a long period of time
 There is a lack of enough depth in the carrying of the process. It is a good social
marketing method in the hospital commercial setting. In other words, many patients can
be illiterate or less matured in understanding the sense of obligation (Victora et al. 2016).
They may feel that it is the care which they got in exchange for the money given by them
in the hospital.
 Many of the nurses may not be keen enough in creating this sense of obligation among
the patients thinking that there are chances of misunderstandings.
This method is appropriate to be used when there is a proper bond between the patient and the
nurses. The nurse or the caregivers can make the new mothers understand about the nourishment

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that their children will get from breastfeeding (Rouw, von Gartzen and Weissenborn 2018). The
nurse and other hospital staffs have to talk with the patient in a polite manner and make them
aware that breastfeeding will be much better for their babies rather than the packaged food items.
It is not appropriate to be used when the patient shows poor health condition or is sick. It might
create additional pressure.
Pros and cons of power of consistency
Pros
 Mothers might develop a feeling of promise after taking the pledge of taking good care of
their children. Out of this feeling of the promise they might make sure that they are not
failing to take proper care of their babies.
 It helps to create a sense of responsibility with young patients becoming mothers.
Cons
 Short-lived process
 Patients becoming mothers must naturally be inclined to taking the best care of their
children. Taking a pledge might often turn out to be uncertain in the long run
 There are chances that while taking the pledge the patient was nervous which made them
take the pledge. However, they might forget the same within a short period of time
This process is appropriate to be applied while dealing with young and immature patients.
This process will help the patients to stay true to their pledges taken during their stay in the
hospital (Ioanid, Militaru and Mihai 2015). This will make the mothers take care of their
children even in the unfavorable conditions and fight with all sorts of difficulties. However,

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proper follow-ups have to be taken so that the process can continue properly. However, it is
no appropriated to be used when the patient stays far and there is a chance of the connection
being lost due to some reason.

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References
Clark, M., Fine, M.B. and Scheuer, C.L., 2017. Relationship quality in higher education
marketing: the role of social media engagement. Journal of Marketing for Higher
Education, 27(1), pp.40-58.
Ioanid, A., Militaru, G. and Mihai, P., 2015. SOCIAL MEDIA STRATEGIES FOR
ORGANIZATIONS USING INFLUENCERS’POWER. European Scientific Journal,
ESJ, 11(10).
Rouw, E., von Gartzen, A. and Weissenborn, A., 2018. The importance of breastfeeding for the
infant. Bundesgesundheitsblatt, Gesundheitsforschung, Gesundheitsschutz.
Victora, C.G., Bahl, R., Barros, A.J., França, G.V., Horton, S., Krasevec, J., Murch, S., Sankar,
M.J., Walker, N., Rollins, N.C. and Group, T.L.B.S., 2016. Breastfeeding in the 21st century:
epidemiology, mechanisms, and lifelong effect. The Lancet, 387(10017), pp.475-490.