**7. Conclusion**

Education, marketing, and law enforcement are three key solutions for changing behaviors. For people who consider the behavior change but do not have the required knowledge or skills, education is effective. Enforcement of laws and regulation is appropriate for the entrenched people who have no desire to change and resist deliberately. Marketing can be useful to bridge the gap between these two approaches and will be a good solution for those who are aware of the need to change but have not considered changing. Healthcare system supplies the health products (e.g., iron or multivitamin supplements for infants, condoms for sex workers, and contraceptives for women who want to do family planning), provides the health services (e.g., pap smear testing for early detection of cervical cancer in women, mammography for early detection of breast cancer, and chest X-ray for patients suspected with tuberculosis), and encourages people to perform the right health behaviors (e.g., having enough physical activity, smoking cessation, and reducing salt intake). So, healthcare providers have something to offer their consumers and expect the audiences to take them. Health is an important social market in which the principles and key elements of commercial marketing are applied. To be successful in the health market, it is required to consider the key principles and techniques of social marketing such as consumer research, audience segmentation, exchange theory, competition thinking, and marketing mix by decision-makers, managers, and care providers. So, the future policy must be focused on empowering them to apply this approach as an important solution for health issues.

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2015

Although, attention to using the social marketing for health problems is expanding, there are some controversies about the long-term of the social marketing based programs yet. We need to conduct more and more trials to be sure. If the decision-makers in health systems want to solve their problems, they have to pay attention to social marketing as a new and innovative choice.
