title: Ethics in public health research: masters of marketing: bringing private sector skills to public health partnerships.
abstract: Skill in marketing is a scarce resource in public health, especially in developing countries. The Global Public-Private Partnership for Handwashing with Soap set out to tap the consumer marketing skills of industry for national handwashing programs. Lessons learned from commercial marketers included how to (1) understand consumer motivation, (2) employ 1 single unifying idea, (3) plan for effective reach, and (4) ensure effectiveness before national launch. After the first marketing program, 71% of Ghanaian mothers knew the television ad and the reported rates of handwashing with soap increased. Conditions for the expansion of such partnerships include a wider appreciation of what consumer marketing is, what it can do for public health, and the potential benefits to industry. Although there are practical and philosophical difficulties, there are many opportunities for such partnerships.
authors.affiliation: Hygiene Centre, Department of Infectious and Tropical Diseases, London School of Hygiene and Tropical Medicine, London, England, UK. val. curtis@lshtm.ac.uk
authors.forename: Valerie A
authors.initials: VA
authors.lastname: Curtis
authors.forename: Nana
authors.initials: N
authors.lastname: Garbrah-Aidoo
authors.forename: Beth
authors.initials: B
authors.lastname: Scott
mesh_terms: D003132:Commerce; D003256:Community Participation; D003906:Developing Countries; D006235:Hand Disinfection; D006302:Health Services Research / Q000191:economics / Q000941:ethics*; D006801:Humans; D007221:Industry; D007400:Interprofessional Relations; D008389:Marketing of Health Services; D009042:Motivation; D017149:Private Sector; D011361:Professional Competence; D011635:Public Health Administration / Q000941:ethics* / Q000592:standards; D017150:Public Sector; D012915:Soaps
chemical_list: D012915:Soaps