Using formative research to conceptualize and develop a marketing plan for student health services.
Conceptualization and development of a health services awareness campaign at the University of Kentucky followed the steps in a communication process called formative research. Preproduction surveys and subsequent testing of possible initiatives led to creation of a popular video featuring the university mascot that is being used in new-student orientation.
Stephenson
M T
MT
Department of Communication, University of Kentucky, Lexington, USA.
D003430:Cross-Sectional Studies; D003625:Data Collection; D006302:Health Services Research / Q000379:methods*; D006801:Humans; D007629:Kentucky; D008389:Marketing of Health Services / Q000379:methods*; D013333:Student Health Services / Q000458:organization & administration*; D014481:United States; D014743:Videotape Recording