Social marketing to support adoption, evaluation, and continuous improvement of health information technologies in clinical care

Lila J Rutten, Jon Owen Ebbert, Sarah M. Greene, Kathleen Mazor, Larissa Nekhlyudov, James W. Dearing

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Health information technologies (HITs) have considerable potential to enhance patient-centered health care and support health care delivery research, but this potential is often unmet in clinical settings. We discuss ways in which HITs can be made more patient-centered, improve healthcare, and support ongoing programs of health care delivery research through the techniques of social marketing. We describe the social marketing model and suggest its applicability in embedding use of HIT in clinical settings and health care systems through an iterative, research-driven process. We conclude by summarizing research priorities following from the stages of the social marketing process.

Original languageEnglish (US)
Title of host publicationSocial Marketing: Global Perspectives, Strategies and Effects on Consumer Behavior
PublisherNova Science Publishers, Inc.
Pages81-89
Number of pages9
ISBN (Print)9781634826242, 9781634825979
StatePublished - Oct 1 2015

Keywords

  • Clinical informatics
  • Health information technology
  • Patientcentered care
  • Social marketing

ASJC Scopus subject areas

  • Medicine(all)

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    Rutten, L. J., Ebbert, J. O., Greene, S. M., Mazor, K., Nekhlyudov, L., & Dearing, J. W. (2015). Social marketing to support adoption, evaluation, and continuous improvement of health information technologies in clinical care. In Social Marketing: Global Perspectives, Strategies and Effects on Consumer Behavior (pp. 81-89). Nova Science Publishers, Inc..