Using social marketing to increase recruitment of pregnant smokers to smoking cessation service: a success story

Factors relating to the uptake of interventions for smoking cessation among pregnant women: A systematic review and qualitative synthesis

“…Lowry et al (2004) describe the crucial role of establishing good relationships between women and health professionals in smoking cessation programmes. Katz et al (2008) provide supporting narrative evidence regarding the concerns staff have in respect to the potential for discussion of smoking to damage relationships.…”

“…A UK study (Lowry et al, 2004) similarly reports that women are particularly sensitive to the approach and tone used by a professional, being disparaging of anything "preaching" or "hard hitting". They emphasise the importance of an approach that is "ongoing support" rather than "nagging".…”

Patient awareness of oral cancer health advice in a dental access centre: a mixed methods study

“…43 Social marketing approaches, which involve developing an in-depth knowledge and understanding of the behaviour and beliefs of the target group, have been shown to be effective in promoting health behaviour change. 44 …”

The SAGE Handbook of Social Marketing

“…First, the need for employees to understand customers has been highlighted (Bitner et al, 2004;Mattila and Enz, 2002). Lowry et al (2004) provide an illustration of how involvement in training through role play helped health professionals to understand the feelings of pregnant women smokers. These related to both their negative service experiences, where they felt health professionals 'nagged' and 'preached' rather than offered support, and the meaning of the smoking behaviour itself in the lives of the target audience.…”

“…Conversely, IM has been described as ambiguous and 'under-researched' (Pitt and Foreman, 1999;Wieseke et al, 2009). This chapter aims to examine how the adoption of an IM approach can achieve behavioural change amongst both internal (employee) and external customers so as to achieve social Lowry et al (2004) describe the impact of services, in particular the attitudes and behaviour of healthcare professionals, on smoking cessation amongst pregnant women.…”