文章基本信息

标题：A Project Management Approach to E-Health Marketing Campaigns
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作者：Artur Bjelica ; Vuk Rakočević ; Branka Rodić 等
期刊名称：European Project Management Journal
电子版ISSN：2560-4961
出版年度：2018
卷号：8
期号：2
页码：17-26
DOI：10.18485/epmj.2018.8.2.3
语种：English
出版社：Serbian Project Management Association - IPMA Serbia
摘要：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.