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Enhancing Health by Means of Massive Open Online Courses

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Social Marketing in Action

Part of the book series: Springer Texts in Business and Economics ((STBE))

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Abstract

The current case study refers to a project that attempted to develop a social marketing plan to enhance engagement in co-creation of a series of massive open online courses (MOOCs). The purpose of the social marketing plan was to encourage several target groups (people with diabetes, pregnant women and breastfeeding mothers, the elderly, children, and teenagers), in select countries (Belgium, Denmark, Germany, Holland, Ireland, Italy, Spain, and Sweden) to co-create massive open online courses (MOOCs) for public benefit. With the aim of implementing suitable promotional strategies for each target group in every country, a survey was carried out, and so, the structure of the social marketing problem was described as a planning process whose antecedents were three key variables: digital literacy, health literacy, and digital health literacy. The most successful recruitment methods were implemented by the national coordinators, who played a crucial role in promoting engagement in the co-creation activities. In the end, this social marketing plan was useful in helping to promote and improve e-health literacy for the sake of the “European dream.”

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Notes

  1. 1.

    This case study is inspired by a project that has received funding from the European Union’s Horizon 2020 research and innovation program under grant agreement No. 727474. The content of this case study reflects only the IC-Health social marketing subproject author’s views. The European Union is not liable for any use that may be made of the information contained herein.

  2. 2.

    http://www.carepages.com/maintenance.html.

  3. 3.

    https://www.patientslikeme.com/.

  4. 4.

    https://healthunlocked.com/.

  5. 5.

    https://curetogether.com/.

  6. 6.

    https://www.smartpatients.com/.

  7. 7.

    https://treato.com/compare.

  8. 8.

    https://www.patientopinion.org.au/.

  9. 9.

    https://www.healthtap.com/.

  10. 10.

    https://ginger.io/.

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Authors and Affiliations

  1. Faculty of Economy, Management, and Tourism, University of Las Palmas de Gran Canaria, The Canary Islands, Spain

    Gonzalo Diaz-Meneses

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  1. Gonzalo Diaz-Meneses
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Correspondence to Gonzalo Diaz-Meneses .

Editor information

Editors and Affiliations

  1. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Debra Z. Basil

  2. Faculty of Economy, Business and Tourism, University of Las Palmas de Gran Canaria, Las Palmas de Gran Canaria, Spain

    Gonzalo Diaz-Meneses

  3. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Michael D. Basil

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Diaz-Meneses, G. (2019). Enhancing Health by Means of Massive Open Online Courses. In: Basil, D., Diaz-Meneses, G., Basil, M. (eds) Social Marketing in Action. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-13020-6_27

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