Κατεύθυνση Σχεδιασμός και Διοίκηση Υπηρεσιών Υγείας
Library of the School of Health Sciences

2021-02-08

2021

Markou Athina-Maria

Ιωάννης Πολλάλης, Καθηγητής, Τμήμα Οικονομικών Επιστήμών, Πανεπιστήμιο Πειραιώς
Γιάννης Τούντας, Καθηγητής, Ιατρική Σχολή ,ΕΚΠΑ
Μαρία Καντζανού, Επίκουρη Καθηγήτρια, Ιατρική Σχολή,ΕΚΠΑ

Το μάρκετινγκ στην πρόληψη και επικοινωνία σε νεοεισερχόμενους μετανάστες και πρόσφυγες στον τομέα της υγείας

Greek

Marketing in prevention and communication for new immigrants and refugees in health

In this dissertation, the definition and characteristics of marketing are studied, as well as its application in the field of health in relation to new immigrants and refugees. The application specifically addresses the areas of prevention and communication in the field of health. The increase of the influx of immigrants and refugees that takes place in recent years in Greece and, especially from the year 2015 until today, during which the number of their arrivals multiplied, demonstrates the need to implement a strategic planning for the prevention and protection of public health, both of themselves and the rest of society. The importance of prevention and communication through marketing promotion strategies presents a multifaceted socio-economic dimension ensuring social cohesion, promoting the health of all individuals without discrimination and the integration of immigrants and refugees in the productive fabric of the country.
This study aims to highlight the importance and the role of marketing in areas, such as prevention and communication, in terms of the health sector addressed to groups of immigrants and refugees entering Greece. The objectives of the study concern the study of marketing in the field of health, the study of the concept of social marketing and its application in the field of health, as well as the study of strategies to promote prevention and communication to immigrants and refugees.
In order to achieve the above aims and objectives of the work, a bibliographic review will be carried out in international and Greek sources, as well as a search for relevant sources on the internet.
The work is divided into six chapters. The first three chapters are the general part of the present work and refer to the concepts of marketing, social marketing and its fields of application in the field of health, as well as the concept of immigration in Greece and its relationship with health. In the following two chapters, the concept of prevention and the strategies that can be used in the field of health are analyzed, as well as the ways of marketing communication in order to promote and protect the health of immigrants and consequently the general population. The sixth chapter mentions some proposals and practices that could be applied in Greece regarding the strengthening of the capacity of the health systems to manage large inflows of immigrants and refugees. The last chapter consists of the conclusions of the study.

Health Sciences

Health marketing, Immigration, Prevention, Communication, Social marketing

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https://pergamos.lib.uoa.gr/uoa/dl/object/2934666