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RSS FeedsIJERPH, Vol. 19, Pages 12496: In Search of a Value Proposition for COVID-19 Testing in the Work Environment: A Social Marketing Analysis (International Journal of Environmental Research and Public Health)

 
 

30 september 2022 14:06:32

 
IJERPH, Vol. 19, Pages 12496: In Search of a Value Proposition for COVID-19 Testing in the Work Environment: A Social Marketing Analysis (International Journal of Environmental Research and Public Health)
 


Background: This study examined employer experience with SARS-CoV-2 (COVID-19) asymptomatic testing through a social marketing lens. Social marketing uses commercial marketing principles to achieve socially beneficial ends including improved health and safety behavior. Method: Twenty employers across 11 occupational sectors were interviewed about implementation of COVID-19 testing from January through April 2021. Recorded transcripts were coded and analyzed using marketing’s “Four P’s: “product,” “price,” “place,” “promotion.” Results: COVID-19 tests (product) were uncomfortable, were easily confused, and didn’t solve problems articulated by employers. Testing was not widely available or didn’t line up with shifts or locations (place). The perceived price, which included direct and associated costs (e.g., laboratory fees, productivity loss, logistical challenges) was high. Most crucially, the time to receive (PCR) results negated the major benefit of less time spent in quarantine and challenged employer trust. A potential audience segmentation strategy based on perceptions of exposure risk also emerged. Conclusions: This social marketing analysis suggests ways to improve the value proposition for asymptomatic testing through changes in product, price, and placement features in line with employers’ expressed needs. Study findings can also inform creation of employee communication materials that balance perceived rewards of testing against perceived risks of exposure.


 
124 viewsCategory: Medicine, Pathology, Toxicology
 
IJERPH, Vol. 19, Pages 12494: Challenges in Conducting Empirical Epidemiological Research with Truck and Bus Drivers in Diverse Settings in North America (International Journal of Environmental Research and Public Health)
IJERPH, Vol. 19, Pages 12497: Evaluation of Heat Stress Levels Inside Greenhouses during Summer in Korea (International Journal of Environmental Research and Public Health)
 
 
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