Chair of Marketing

What is Health Marketing about?

Definition Health Marketing

Health marketing pertains to all activities that aim increase healthier behaviors and/or develop, distribute, communicate and set prices for health-related products and services. When developing and implementing those activities, special attention is directed to physiological and psychological aspects, such as motives for health-conscious behavior, as well as economic aspects, such as regulations by policy makers in the market for health-related products and services.

Source: Mai/Hoffmann/Schwarz (2012): Gesundheitsmarketing: Schnittstelle von Marketing, Gesundheitsökonomie und Gesundheitspsychologie, p. 11. (Translated from German into English)

Health Marketing_01

Source: Mai/Hoffmann/Schwarz (2012): Gesundheitsmarketing: Schnittstelle von Marketing, Gesundheitsökonomie und Gesundheitspsychologie, p. 10. (Figure translated from German into English)