Marketing cessation services: loyalty,
relationships and customer service
Choosing Health makes much of the benefits and opportunities
of social marketing health. For many this will equate
with running a few social advertising campaigns. In reality,
however, social marketing is much broader than this, and
involves using learning from commercial marketing about
how to influence consumer behaviour to address health
and social behaviour. At the heart of this learning is
the idea of consumer orientation and multifaceted interventions
designed to respond effectively to the target group's
Recent developments in marketing theory and practice
suggest that success is dependent not just on generating
mutually beneficial transactions with the consumer, but
building long term relationships with them (2). These
relationships, built on trust, commitment and loyalty,
are particularly important for complex and high involvement
decisions such as the purchase of a car or financial service,
and underpin the importance of marketing constructs such
as branding and customer service.
This thinking is also relevant for complex health behaviour
changes such as quitting smoking. This paper will therefore
discuss how it can be applied to cessation services.
1. Hastings GB, Devlin E and MacFadyen L (2005).
Social marketing. Chapter D10 in ABC of Behavior Change:
A Guide to Successful Disease Prevention and Health Promotion.
Oxford: Elsevier Churchill Livingstone.
2. Hastings GB (2003). Relational paradigms in
social marketing. Journal of Macromarketing, 23(1): 6
With a degree in Sociology and Social Research from
the University of Northumbria, Gerard Hastings joined
the Department of Marketing as a Research Assistant in
1979. He was awarded a PhD from the University of Strathclyde
in 1988 and in 1996 became the UKs first Professor
of Social Marketing.
Professor Hastings is founder and Director of the Centre
for Social Marketing and the Centre for Tobacco Control
Research, both research centres are based at the University
of Strathclyde. Between 1996 and 2002, he also served
two terms of office as Head of the Department of Marketing.
He has published widely in journals such as the British
Medical Journal, the Journal of Advertising,
Social Marketing Quarterly and the European
Journal of Marketing.
Centre for Social Marketing and
Centre for Tobacco Control Research,
Department of Marketing, University of Strathclyde