Social marketing: a behavior change technology for infection control.

  title={Social marketing: a behavior change technology for infection control.},
  author={Manuel W Mah and Sameer Deshpande and Michael L. Rothschild},
  journal={American journal of infection control},
  volume={34 7},
Changing health care worker behaviors is a core function of infection control programs. The social change technologies of education and institutional policy are limited in their capacity to achieve desired behaviors on a sustained basis because they do not address the importance of opportunity and ability in practice enhancement. Social marketing addresses the health care worker's lack of opportunity and ability by offering a bundle of benefits at low cost with high accessibility and by doing… CONTINUE READING

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