Social Marketing and Public Health in the Phygital Era

Abstract

Phygital Social Marketing is the modern way to design, implement, and control programs to increase effectiveness in Public Health. Since the world economy and customers started the digital migration, public Health has faced physical and digital issues combined into human behavior today. The solution to human problems can come from the degree of digitalization. Frequently, the practical answer to many challenges in public Health is the new economy, which encourages people to have healthy lifestyles. That means physical and digital social marketing approaches will be practical tools for covering the current public health landscape and effectively following the challenges. The research, which involved deep, unstructured interviews with social marketers, was conducted in Poland and Georgia. The results of the deep interviews are represented in the new Matrix Models for Phygital Social Marketing created for Public Health.