SOCIAL MARKETING PRACTICES AND PROMOTION OF HEALTH BEHAVIOURS IN THE MANAGEMENT OF PANDEMICS IN KENYA: A META-ANALYSIS

Abstract

Despite the general knowledge that social marketing can influence health behaviours, there is limited empirical evidence to clear the contradictions in the marketing literature thus pertinence for this study. The objectives of this study were to: established the influence on social product, pricing, distribution and promotion on the promotion of health behaviours in the management of pandemics in Kenya. This study revealed that social product, pricing, promotion and place were found to advance health behaviour among the Kenyan population. Although, it was noted that, sustainable health behaviours were unlikely if the price of health products and services was perceived to be high or attached to strict behaviours such as social distancing. This paper concludes that private and public health care organizations in Kenya should emphasize social marketing to promote the health behaviours of the population. This paper also recommends that, for effective promotion of health care products and services, the government of Kenya should steer sensitization programs to promote healthy behaviours. Subsidization of health products, training of community health workers to mobilize people in rural and urban areas are some of the aspects that can enhance the health of the people. The National government should form collaborations with County governments health care facilities and emphasize alternative communication channels to control the spread of contagious diseases such as the Covid-19 virus. The County governments should also invest in health infrastructures for pro-active management of pandemics thus reduced death and transmission rates.