In Search of a Value Proposition for COVID-19 Testing in the Work Environment: A Social Marketing Analysis.

ABSTRACT:

Background

This study examined employer experience with SARS-CoV-2 (COVID-19) asymptomatic testing through a social marketing lens. Social marketing uses commercial marketing principles to achieve socially beneficial ends including improved health and safety behavior.

Method

Twenty employers across 11 occupational sectors were interviewed about implementation of COVID-19 testing from January through April 2021. Recorded transcripts were coded and analyzed using marketing's "Four P's": "product," "price," "place," "promotion."

Results

COVID-19 tests (product) were uncomfortable, were easily confused, and didn't solve problems articulated by employers. Testing was not widely available or didn't line up with shifts or locations (place). The perceived price, which include

SUBMITTER: Parvanta C 

PROVIDER: S-EPMC9566354 | biostudies-literature | 2022 Sep

REPOSITORIES: biostudies-literature