在社会营销环境下的整合营销传播(IMC)：在酗酒和吸毒治疗服务中的实践运用外文翻译.doc

标题：Integrated Marketing Communications (IMC) In A Social Marketing Context: An Application To Practice - Drug And Alcohol Treatment Services. 原文： Background Drug and alcohol use is highly prevalent and represents major areas of social and economic concern for the community at large (Makkai & McAllister, 1998). In Australia, it has been estimated that in 1998 approximately 22,500 persons died directly or indirectly as a result of alcohol and other drug use. Additionally, there were 175,000 admissions to hospital as a result of harmful alcohol or other drug use (A1HW, 1999). The economic consequences of drug and alcohol use are in the order of $18 billion dollars a year (Collins & Lapsley, 1996). Substantial public health, social and economic benefits will therefore logically flow from improvements in accessibility, quantity, and quality of drug and alcohol interventions provided to communities. GPs are now being recognized, within the medical field, as providers of drug and alcohol interventions beyond just screening and enquiring. This recognition was declared in the National Drug Strategic Framework 1998/1999 to 2002/03 (Ministerial Council on Drug Strategy, 1998) and in other recent reviews (Webster, 1995; Commonwealth Department of Human Services and Health, 1995). There are clear reasons why GPs are appropriate providers of drug and alcohol interventions. GPs are often with a patient at a "teachable moment where they have the first and impact opportunity to link an intervention to an identified (for the first time) drug and alcohol related pathology (Anderson, 1993). GPs provide continuity of care over time (Girgis &Sanson-Fisher, 1996). GPs are accessible due to their geographical spread and numbers across the community (Bridges-Webb, 1987) and see approximately 80% of the population throughout the year (Deeble, 1991). Despite the extent of literature on the issues relevant to GPs, detecting and treating drug and alcohol related conditions in their surgeries, l