Increasing Loyalty to Breastfeeding: Investigating a Product Development Strategy
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This paper demonstrates how social marketing insights were used to influence women's loyalty to breastfeeding. The paper reports on a social marketing campaign undertaken by the Australian Breastfeeding Association and a government health department, which used a product development strategy in order to increase breastfeeding loyalty. Seeking new approaches to support breastfeeding behaviors is critical and timely, because while initiation rates of breastfeeding are high in developed countries such as the UK, Australia, Canada, and the USA, duration rates are significantly lower. Results indicate that a product focused strategy influences pregnant women's loyalty to exclusively breastfeeding.
Health Marketing Quarterly
© 2012 Taylor & Francis. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
Marketing not elsewhere classified