Heart, Lung and Circulation
600| Volume 18, SUPPLEMENT 3, S262, 2009

Social marketing of cardiac rehabilitation in patients following coronary intervention procedures

      The aim of this paper is to present the development and implementation of a social marketing strategy to promote participation in and adherence to cardiac rehabilitation programs. Following coronary intervention procedures cardiac rehabilitation (CR) is an intervention that can reduce subsequent mortality and modify risk factors for subsequent coronary events. However, there is sizeable extant literature on poor participation rates and adherence to CR programs. Prompted by this evidence, a social marketing strategy to increase participation in CR programs was developed at the Jaslok Hospital & Research Centre India in Mumbai, India.
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