A Project Management Approach to E-Health Marketing Campaigns

Abstract

The objective of the study is the designing of e-health marketing campaigns using the principles of project management, with the aim to ensure a successful outcome of social marketing goals. The analysis encompasses certain specific features of social marketing and particular steps in designing social marketing campaigns in e-health. Based on the analyzed concepts, a social marketing campaign is designed for promotion of reproductive health care among women in the Republic of Serbia. The proposed campaign relies on extensive usage of e-health services. It is pointed out that an appropriate project management is needed in order to ensure a successful outcome of the campaign and the changes resulting in the behavior of the target population.