Social marketing and health communication: from people to places

Gollust et al. study the polarizing effect of news media messages about the social determinants of health, a reminder that wellintentioned health promotion messages can have negative consequences. 9 The medical ethic of ''do no harm'' should also be applied by those in communication and marketing, through rigorous evaluation at both the formative and summative levels. [...] they are seldom sufficient.11 The positive results of using a rich and integrated marketing mix is demonstrated by all kinds of organizations, and public health professionals could make more progress by applying these same techniques to persistent health problems such as obesity.12 The commercial marketing sector invests heavily in touting the ''price'' benefits of inexpensive fast food to consumers.