Social marketing and shared beliefs combat COVID-19 in South Korea – News

A brand new examine examines how South Korea’s social marketing methods diminished the nation’s unfold of COVID-19.
Written by: Eric Lamar BurtsMedia contact: Yvonne TauntonA new examine examines how South Korea’s social marketing methods diminished the nation’s unfold of COVID-19.Despite the worldwide shift in on a regular basis life throughout the pandemic, South Korea devised quite a few methods to cut back the extremely contagious respiratory illness via strategic communication methods.  
Thomas Powers, Ph.D., professor of marketing in the University of Alabama at Birmingham’s Collat School of Business and co-writer of the analysis article “COVID-19: Lessons from South Korean Pandemic Communications Strategy,” explains the hyperlink between social marketing and well being coverage to deal with the pandemic in South Korea.
Many well being crises are “depraved” issues, Powers says — social or cultural issues which might be difficult to resolve because of divergent opinions, lack of a single answer and incomplete information. In 2015, after the Middle Eastern Respiratory Syndrome broke out, residents criticized South Korean officers for failure to tell them of the illness. The aftermath of the MERS outbreak helped South Korean officers acknowledge the significance of transparency.
Social marketing was central to the distribution of efficient communication in response to the COVID-19 pandemic. The thought was to combine marketing ideas with different approaches to affect behaviors corresponding to social distancing that profit everybody for the better social good.  
“Thanks to clear danger communications all through the pandemic, the general public’s belief in the Korean authorities has been fairly excessive,” stated Seongwon Choi, Ph.D., who obtained her doctoral diploma in well being companies administration from UAB and is co-writer of the examine. Choi is an assistant professor in the Department of Healthcare Administration at Trinity University.
The authors studied 4 social marketing combine functions to pandemic communications:  
Product communication – A brand new set of behaviors improves the general well being of the inhabitants. Wearing masks, contact tracing, self-isolation and social distancing assist reduce the danger of contracting and transmitting the virus.
Price communication – The price of adopting new behaviors is helpful. Purchasing masks and giving up social interactions are each financial and non-financial prices to cut back the unfold of COVID-19.
Place communication – Given the severity of the virus and its transmissibility, adopting the brand new behaviors should be obtainable for everybody. South Korea created an in depth community of accessible tips and insurance policies for the general public.  
Promotion communication – Accurate and clear messaging techniques via completely different media channels assist management the offset of mistrust among the many public.  
Choi says South Korea’s shared beliefs and belief in authority made Koreans willingly share their private data with the federal government.
According to a survey by the Institute of Future Government, practically 85 p.c of Koreans most popular having clear data supplied by the federal government on the main points of the actions of contaminated sufferers to withholding the data for privateness safety.
“Koreans share a typical understanding that combating the pandemic is essential for the nation,” Choi stated. “If it takes giving up privateness, they’re keen to take action. I additionally see that, as a result of Koreans see and hear detailed contract tracing data up to date each day, they know the way their data is getting used to maintain the general public secure.”

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