The Wilberforce Society | A Marketing Approach to Risk Factor Management in the Prevention of Non-Communicable Diseases in the Developing World
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A Marketing Approach to Risk Factor Management in the Prevention of Non-Communicable Diseases in the Developing World

The burden of non-communicable diseases (NCDs) is often eclipsed by the overriding demands of handling communicable diseases in the developing world. Developing countries are faced with a double burden of disease as they begin to face an increasing encumbrance from NCDs during an earlier phase of economic development than their high-income counterparts. The solution is of course, in the timeworn policy: prevention. However, unlike communicable diseases, the risk factors for NCDs are often flared up by lifestyle choices and change must therefore come from within the people.

This paper recommends that in order to achieve maximum return on investment, governments must recognise that changes in lifestyle are best achieved through a marketing approach, where the environment is modified in ways that make healthier actions the easier choices. This marketing model has been analysed under the 4P framework of marketing, looking at a variety of existing interventions around the world, and thereby constructing novel and exciting policy recommendations.

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