Title: Improving the communications strategies of health-focused social entrepreneurial organisations: guidance from the literature
Authors: Lauren Trabold; Paul N. Bloom; Lauren G. Block
Addresses: Zicklin School of Business, Baruch College, CUNY, One Bernard Baruch Way, New York, NY 10010, USA ' Center for the Advancement of Social Entrepreneurship, Fuqua School of Business, Duke University, 100 Fuqua Drive, P.O. Box 90120, Durham, NC 27708-0120, USA ' Zicklin School of Business, Baruch College, CUNY, One Bernard Baruch Way, New York, NY 10010, USA
Abstract: Communicating persuasively about the value of healthier behaviours has become a critical challenge for many health-focused social entrepreneurial organisations that are interested in scaling their impact. Based on the literature in consumer behaviour, social marketing, and health communications, we propose several communication strategies that can help to overcome this challenge. We also offer examples of organisations that appear to have implemented these strategies.
Keywords: health communications; social entrepreneurship; scaling; behaviour change; communications strategies; healthier behaviour; consumer behaviour; social marketing.
International Journal of Entrepreneurial Venturing, 2014 Vol.6 No.3, pp.201 - 219
Available online: 04 Sep 2014 *Full-text access for editors Access for subscribers Purchase this article Comment on this article