Community-Based Prevention Marketing (CBPM) is a community directed social change process that applies marketing theories and techniques to the design, implementation, and evaluation of health promotion and disease prevention programs. CBPM blends community organization principles and practices, behavioral theories, and marketing concepts and methodologies into a synergistic framework for directing change. Community participation and control are central principles that guide program planning, implementation, and evaluation activities. Research is used to identify the individual, social, and structural determinants of targeted health behaviors among distinctive segments of the population the program plans to reach. Marketing concepts and methodologies are used to design a multifaceted, comprehensive strategy to facilitate change among select audience segments. The impact of these interventions on intermediate social and behavioral objectives and health outcomes is evaluated rigorously.
The CBPM approach puts the community in the driver's seat. The community will set its goals, will decide how to achieve those goals, will collect and analyze information about the targeted health problem, and develop its own behavior change strategy. This type of community participation has been shown to be far more effective, and more easily sustained, than programs relying on outside experts.