Harnessing social marketing for interdisciplinary health management: enhancing public health outcomes

Abstract Social marketing in health leverages the principles of traditional marketing to influence behaviours that benefit individuals and communities. It involves using marketing techniques to promote public health initiatives, aiming to change attitudes and behaviours towards healthier choices. By strategically framing health messages, social marketing can effectively reach diverse populations, encouraging them to adopt practices that enhance their wellbeing. This approach not only increases awareness about health issues but also empowers people to take proactive steps in managing their health, ultimately leading to improved public health outcomes. Showcasing a forward-thinking approach to public health management, this plenary session seeks to shed light on the transformative role of interdisciplinary collaboration in enhancing health outcomes. Recognising that health and wellbeing are influenced by a myriad of actors beyond the healthcare sector, there is a growing imperative to empower professionals from diverse disciplines with health management principles. By effectively ‘social marketing’ health management to those outside the traditional health sector, such as in architecture, urban planning, construction, education, transportation, and manufacturing, health-oriented decision-making can be seamlessly integrated across these fields. The session will highlight innovative approaches for engaging non-health stakeholders in decision-making processes, leveraging the expertise of health management and public health professionals. By facilitating a dialogue between health professionals and experts from other sectors, the session will explore the potential and challenges of intersectoral partnerships, and challenge policymakers, health managers, and stakeholders in the health sector to actively engage non-health professionals in their pursuit of improved health outcomes for European citizens. Case studies from across Europe where interdisciplinary collaborations have led to social programming and infrastructure developments that enhance health and wellbeing will be presented. The case study ‘Compassionate leadership’ will delve into how organisation leaders can harness their health management capacity to foster a supportive environment that prioritises wellbeing. ‘Health-centric design in public spaces’ will demonstrate the impact of designing public areas with a focus on health, showcasing how thoughtful urban planning can significantly enhance community health. The third case study, ‘Architecture for better health and healing’ will highlight the role of architectural design in promoting health and recovery, emphasising the importance of creating spaces that support healing. Finally, ‘Educating to health’ will underline the significance of educating young people to healthy habits, sustainability, and physical and mental wellbeing, illustrating how this can lead to healthier communities. By fostering broader interdisciplinary collaboration, it is possible to unlock innovative solutions to health challenges and ultimately create healthier, more resilient communities across Europe. Moderator Tiago Correia Instituto de Higiene e Medicina Tropical, Universidade NOVA de Lisboa, Portugal, and Board Member of the EHMA Speakers/Panellists Marina Macchiaiolo Rare Diseases and Medical Genetics Unit, Bambino Gesù Children’s Hospital, Italy, and President of the Italian Committee for the United World Colleges Stefano Capolongo Department of Architecture, Construction Engineering and Built Environment (ABC), Politecnico di Milano, Italy