Description of a Social Marketing Framework for Implementing an Evidence-Based Safe Patient Handling Program

A successful safe patient handling program requires buy-in at all levels of a healthcare organization. This article describes a social marketing approach used to gain buy-in from multiple audiences for a large-scale safe patient handling initiative. A social marketing framework of product, place, price, and promotion (ie, the 4 Ps) was used to organize the marketing efforts employed for this program implementation. The 4 Ps’ framework proved useful for targeting multiple market segments, developing products, and organizing activities. The Veterans Health Administration (VHA) safe patient handling program was rolled out using a staggered local, regional, and national timeline for implementation. Target audience segments were modified and program elements revised at each reiteration to increase individual, unit, and organizational commitment. Promoting at multiple organizational levels, distributing promotional tools, and employing facility champions as a sales force were critical in rolling out and sustaining the program.

Powell-Cope G, Haun J, Rugs D

Keywords: implementation, safe patient handling, social marketing, patient safety, Veterans Health Administration, Department of Veterans Affairs