ABSTRACT
This chapter discusses the simple marketing concepts and explains how these can be applied in infection prevention and control. In social marketing, hard-hitting images and messages maybe used when previous, softer messages have not worked on some of the target audience. Advertising relating to preventing road traffic accidents is a good example of progressively hard-hitting campaigns. The price element associated with social marketing is usually the benefit gained by individuals or society, but it can deliver public savings such as a reduction in patients admitted following road traffic accidents or a reduction in patients dying of lung cancer. Many in infection prevention and control will be motivated to run a campaign or launch an initiative or promote an idea, concept or behaviour. Key aspects of the work of infection prevention and control practitioners are to promote and change behaviours, to introduce new products and to improve practice.
