Corporate social marketing: message design to recruit program participants.

OBJECTIVE To identify variables for a corporate social marketing (SM) health message based on the 4 Ps of SM in order to recruit future participants to an existing national, commercial, self-administered weight-loss program. METHOD A systematically evaluated, author-developed, 310-response survey was administered to a random sample of 270 respondents. RESULTS A previously established research plan was used to empirically identify the audience segments and the "marketing mix" appropriate for the total sample and each segment. CONCLUSIONS Tangible product, pertaining to the unique program features, should be emphasized rather than positive core product and outcome expectation related to use of the program.