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The Opportunities of Differentiated Social Marketing in the Increasing of Efficiency of State Projects Aimed on the Improvement of Health for Russian Population

Student: Vladimir Kravchenko

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

There is no single case of social marketing strategy on the state level that in fact promotes the idea of healthcare or improving health. Existing national healthcare projects somehow or other confront against associated with the production, promotion and distribution of tobacco, alcohol and other products that are destructive to health. As a result, everyone starts facing problems: the government itself, the enterprises, and more importantly the nation. The practice-oriented approach used in our country cannot solve this problem painlessly and safely, and therefore it is necessary to change the vector from fiscal and restrictive measures to information-explanatory and communication ones, increasing the targeting of measures. The goal of the following research is to develop measures and proposals on how, on the one hand, to increase the effectiveness of social marketing in the field of improving health for Russian population, and on the other hand, to minimize the need to apply restrictive measures to enterprises associated with the production, promotion and distribution of productions mentioned earlier. The driving element of the strategy should be the Russians themselves, those segments of them that will be most prone to the necessary changes in relation to the practices of taking care and eventually improving of their own health. Due to specifics of research its scientific foundation was built upon sociological studies which although touch upon the problem the author considers, but the results themselves cannot be used within marketing principles and generally approach. Thus, the very objective is to translate the results of these studies from sociological to marketing field and find the missed data to fill the gap on the way of establishing the communication between the government and the population. The communication that is built to promote the idea of healthcare and health improvement.

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