SOCIAL MARKETING AND AWARENESS ABOUT ROUTINE IMMUNIZATION AMONG THE PARENTS OF CHILDREN UNDER 5 YEARS COMING TO A PRIVATE HOSPITAL IN KHYBER PAKHTUNKHWA

Abstract

Introduction: Social marketing is a key strategy to influence the health seeking behavior of human beings on a large scale. Although social marking approach is applied to address a variety of social concerns, it also has a vital role in the health promotion and disease prevention. 

Objectives:                                                                                                                                                                            

1. To elaborate the source of social marketing for the promotion of routine immunization among children under-5 years.
2. To assess the determinants of social marketing in term of promotion of routine immunization.

Material & Methods: The survey was conducted in the Department of Pediatrics of the Rehman Medical Institute (RMI) Peshawar KPK over a period of two months. Self-administered questionnaire-based survey was used to address the objectives. The questionnaire catered to the four Ps (Promotion, Personnel, Partnership, and Proof) that are the basic themes of social marketing applicable for promotion of immunization. Parents of children under-5 years of age were included as subjects. Data were analyzed by using SPSS version 15.0.

Results: A total of 63 parents were surveyed during two months of data collection period. About 54% of them were unaware about National immunization days. However 84% had got information about immunization, where 63% had got information from print media and perceived that the information was sufficient to convince them.

Conclusion: Social marketing is an effective tool in ensuring health seeking behavior especially in immunization of under-5 year children; however health promotion activities by vaccinators, others health care professionals and governmental and non-governmental organization linked with low immunization are lacking in the region.