Communication Strategies For Scaling Health-Focused Social Entrepreneurial Organizations

Paul N. Bloom, Fuqua School of Business, Duke University, USA
Lauren G. Block, Baruch College, CUNY, USA
Lauren Trabold, Baruch College, CUNY, USA
Poor health and inadequate health care have become enormously difficult issues to address in the 21st century. The need for innovation in health issues is being addressed by many new, health-focused, social entrepreneurial organizations, yet scaling their efforts to produce broad social impact has proven to be challenging. This paper reviews the types of social entrepreneurial initiatives that have been tried in the health care area and then presents a set of heath-communication propositions about how these initiatives might be scaled up to have greater impact. We offer case examples of organizations have had success with the recommended communications strategies.
[ to cite ]:
Paul N. Bloom, Lauren G. Block, and Lauren Trabold (2010) ,"Communication Strategies For Scaling Health-Focused Social Entrepreneurial Organizations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 207-210 .