Mastering the Topic, the Message, and the Delivery: Leveraging the Social Marketing Mix to Better Implement Sports Injury Prevention Programs

Authors

Lionel Chia, The University of Sydney
Colin W. Fuller, Colin Fuller Consultancy Limited
David Taylor, US Olympic and Paralympic Committee
Evangelos Pappas, The University of Sydney

Publication Name

Journal of Orthopaedic and Sports Physical Therapy

Abstract

SYNOPSIS: Social marketing is successful at tackling global health threats and social change but has not been fully explored in sports injury prevention contexts. The social marketing mix (product, price, place, and promotion) can help create exercise-based injury prevention programs with high-value propositions that will be relevant to their implementation (adoption, adherence, maintenance). To improve the real-world effectiveness of injury prevention programs, we share steps that researchers and sports administrators can take tomorrow to leverage the social marketing mix to encourage downstream consumers, such as coaches, clinicians, parents, and athletes, to implement injury prevention programs.

Open Access Status

This publication is not available as open access

Volume

52

Issue

2

First Page

55

Last Page

59