UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 10 / No. 1 / Published : 2012-01

Order : 9, and page :49 - 53

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Original Article :

Social marketing planning to increase the utility of methadone maintenance therapy

Author :

  1. Sulvy Dwi Anggraini*1
  1. Dinas Kesehatan Provinsi Jawa Timur

Abstract :

  ABSTRACT   Methadone Maintenance Therapy  (MMT) utilty in Jagir and Manukan  Kulon Public Health Centers had not been achieved national target. It was only achieved 5.21–16.51% of the target 33.34%. This research aims to formulate a social marketing  planning  by apply the theory of planned behavior  in its market  analysis  step. This is a cross sectional study. The sample was 47 Injecting Drug Users (IDUs) in Surabaya.  The results of this study indicate  that the social messages that exist in the Ministry of Health and AIDS policy  Surabaya  city have  not been received well by injecting  drug users. FGD was  conducted to all stakeholders agreed that to improve  public  education about  MMT was  the  best  solution. MMT campaign would also need to increase the MMT utility. This study concluded that IDUs worry about discrimination when  they using  MMT was the main problem which  made them  not follow MMT. They wanted more  safety  and privacy when  using MMT. Social marketing  plan had to be considered to this issue. Moreover to cover social gap in community whose injecting  drug users  were criminal, social marketing  plan could  spread out the social message, which everyone who use  MMT are victim that want to be converted.   Keywords: Social Marketing, Theory of Planned  Behavior,  Methadone Maintenance Therapy, IDUs

Keyword :

Social Marketing, Theory of Planned Behavior, Methadone Maintenance Therapy, IDUs,


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Archive Article

Cover Media Content

Volume : 10 / No. : 1 / Pub. : 2012-01
  1. The Maturity Of Social Capital Relation With Universal Child Immunization Achievement Target In Public Health Center Of Surabaya
  2. Improving The Inpatient Service Quality Of Public Health Center Ngadiluwih In Kediri Regency Using Quality Function Deployment Method
  3. The Effort To Improve The Public Health Center Performance In Surabaya Based On Malcolm Baldrige Criteria For Performance Excellence
  4. Influence Of Leadership Style And Leader-member Exchange On Unit Performance Case Satudy In Muhammadiyah Gresik Hospital
  5. Effect Of Community Development Implementation And Positive Deviance Program In Nutrition Clinicagainst Toddler Family Health Behavior
  6. Blu Based Evaluation Implementation Management By 4 Perspective Balanced Scorecard In Rs Bhayangkara Tk. Ii H.s. Samsoeri Mertojoso Surabaya
  7. Effects Of Organizational Culture On The Performance Of Maternal And Child Health Program In Public Health Center In Bojonegoro Regency
  8. Analysis Of Quality Improvement Process Of Antenatal Service Using Client Oriented Provider Efficient (cope) Method
  9. Social Marketing Planning To Increase The Utility Of Methadone Maintenance Therapy
  10. Analysis Factors Of Maternal Behavior In Exclusive Breastfeeding In Bojonegoro Based To Health Belief Model And Theory Of Planned Behavior

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