Demarketing in Healthcare: Concept and Approaches

Abstract: Though marketing is the soul of all management activities of an organisation, but the importance of demarketing can also not be ignored as it is core part of societal marketing. The essence of demarketing lies in the well being and the safe health of society to reduce demand of a selected product. Demarketing is defined as “Attempts to discourage customers in general or a certain class of customers in particular for consumption of a specific product on either a temporary or a permanent basis.” Awareness, Prevention, Protection and Prosecution can be considered as tools of demarketing. In this paper we attempted to discuss different methods, strategies, concepts and approaches of demarketing. Demarketing strategies are also applicable to reduce the cost of healthcare by reducing the demand of injurious consumption including narcotic products and alcoholic drinks. Demarketing has been used in numerous social programmes to discourage anti-social, irresponsible behaviour such as smoking and drinking.

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