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Social Marketing Analysis of 2 Years of Hand Hygiene Promotion

Published online by Cambridge University Press:  02 January 2015

Manuel W. Mah ,
Yat Cho Tam  and
Sameer Deshpande
Manuel W. Mah*
Affiliation:
Faculty of Medicine, University of Calgary, Calgary
Yat Cho Tam
Affiliation:
O'Brien Centre for the Bachelor of Health Sciences Program, University of Calgary, Calgary
Sameer Deshpande
Affiliation:
Faculty of Management, University of Lethbridge, Lethbridge, Alberta, Canada
*
Infection Prevention and Control, Rockyview General Hospital, 7007 14th Street SW, Calgary, AB T2V 1P9, Canada (manuel.mah@calgaryhealthregion.ca)
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Abstract

Objective.

To assess published hand hygiene behavioral interventions that employed a social marketing framework and to recommend improvements to future interventions.

Methods.

We performed a systematic literature review by searching the PubMed database and the Cumulative Index to Nursing and Allied Health Literature for published articles about hand hygiene behavioral interventions in healthcare facilities, schools, and community settings. Our analysis included articles that describe multifaceted interventions and evaluated them with predefined social marketing benchmark criteria.

Results.

Of 53 interventions analyzed in this review, 16 (30.2%) employed primary formative audience research, 5 (9.4%) incorporated social or behavioral theories, 27 (50.9%) employed segmentation and targeting of the audience, 44 (83.0%) used components of the “marketing mix,” 3 (5.7%) considered the influence of competing behaviors, 7 (13.2%) cultivated relationships with the target audience, and 15 (28.3%) provided simple behavioral messages. Thirty-five (66.0%) of the interventions demonstrated a significant improvement in performance, but only 21 (39.6%) were considered to have a strong evaluative design. The median duration of the interventions was 8.0 months.

Conclusions.

From a social marketing perspective, the promotion of hand hygiene could be improved in several ways. The effectiveness of social marketing in hand hygiene promotion should be tested in future interventions.

Type
Original Articles
Information
Infection Control & Hospital Epidemiology , Volume 29 , Issue 3 , March 2008 , pp. 262 - 270
Copyright
Copyright © The Society for Healthcare Epidemiology of America 2008

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