Authors: Robert J. McDermott, Carol A. Bryant, James H. Lindenberger, Anita H. Courtney
Abstract: Community Based Prevention Marketing (CBPM) is a program planning framework that applies marketing theories to design or tailor preventive health interventions. CBPM has been used to plan and evaluate prevention activities from physical activity to safety eyewear use. However, sustaining gains resulting from programs is difficult when funding ceases. The emergence of evidence-based public health has fostered renewed interest in policy development for changing health behaviors. One agent for advancing policy is community-based coalitions. However, coalitions lack a systematic framework for identifying, selecting, tailoring, and promoting evidence-based policies. Capitalizing on successes of CBPM, university-based researchers partnering with a community-based coalition are adapting CBPM to improve capacity for identifying and promoting evidence-based public health policies. This revised framework, Community Based Policy Making and Marketing (CBPM²) may provide communities with a marketing driven, systematic, planning framework and toolkit for selecting and enacting evidence-based policy changes at the organizational, local, or state level. This paper describes the CBPM² systematic process from policy selection to evaluation.
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