A Social Marketing Template for Solving the Musicians’ Dilemma Through Nonprofit Healthcare Networks

Abstract

The Musicians’ Dilemma—the lack of affordable healthcare for the uninsured or underinsured musical entrepreneur—is actually a common problem plaguing not only 33% of musicians, but approximately 19% of the American population as a whole. The current research uses social marketing principles to conceptualize a template for designing a marketing program that meets the healthcare needs of the target market. Health Alliance for Austin Musicians (HAAM) is a nonprofit organization that links healthcare providers, local businesses, and community donors in a network providing basic preventive health services to this essential segment of the community. HAAM's business model is analyzed and cast on the social marketing framework so that it can be adapted for use by other music cities. Although the template could also be applied to serve other uninsured populations, it is critical that research be undertaken to understand the specific characteristics and needs of each target market and used to adapt the model to those populations.

Keywords:

• healthcare
• social marketing