Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process

Abstract

Recently, the Thai government has been promoting the innovation of finished forms of traditional Thai medicine (TTM) products (e.g., tablets and capsules). According to the existing literature, most consumers are unaware of the finished forms of TTMs because of conflicting knowledge, information, and communication. Therefore, the consumers have poor perceptions about TTMs and their benefits. Purpose: This qualitative study explores the current perceptions about TTMs and the modes of promotion that are being utilized to develop a strategic communication plan for the finished forms of TTMs. Design/methodology/approach: Utilising thematic analysis, focus groups were conducted with thirty experienced consumers. Findings: Using KAP and DoI theory, the following three themes emerged in this study: (i) the current KAP of Thai consumers toward the finished forms of TTM; (ii) factors influencing the use of finished forms of TTM; and (iii) integrated marketing communication as a promotion strategy to rapidly disseminate knowledge. Research limitations/implications: Given Thailand’s large population, the findings of this study are substantially limited and cannot be generalized. Therefore, the findings herein may not reflect the experiences and opinions of the Thai consumers residing in other regions or the opinions of the entire country. Originality/value: This study utilises interdisciplinary methods and two-step theory application to explain the current knowledge and perceptions about the finished forms of TTM and develop proper communication and media strategies that can promote the finished forms of traditional Thai medicines, helping to widen their usage significantly.

Factors affecting consumer attitudes towards using digital media platforms on health knowledge communication: Findings of cognition–affect–conation pattern

“…Some researchers have conducted research from health communities on digital media, resulting that some aspects can help improve the health information environment, including the relatability of the contents shared with the audience, and the mannerism of digital information which can also reduce social inequality rooted in the information shared in certain health content, thus promoting the development of health improvement strategies ( Norman and Skinner, 2006 ; Tennant et al, 2015 ; Kanthawala and Peng, 2021 ; Ye et al, 2022 ). In the area of healthcare marketing, some researchers have used the theories of KAP and DoI to investigate the knowledge generations of traditional Thai medicine (TTM) and to design the most ideal marketing strategy for the relevant products ( Senachai et al, 2022 ). However, the aim of the research lies within the product but not to share health knowledge.…”