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. 1986 Fall;11(3):172-80.
doi: 10.1007/BF01338798.

The use of telemarketing in the community-wide prevention of heart disease: the Pawtucket Heart Health Program

R Schwertfeger, J P Elder, R Cooper, T M Lasater, R Carleton

The use of telemarketing in the community-wide prevention of heart disease: the Pawtucket Heart Health Program

R Schwertfeger et al. J Community Health. 1986 Fall.

Abstract

The marketing of preventive health behaviors is typically accomplished through various broadcast, print, and other mass media channels. By making randomly-dialed telephone calls to 4,000 residents of Pawtucket, RI, volunteers of the Pawtucket Heart Health Program succeeded in registering nearly 400 individuals for risk factor reduction groups or self-help behavior change kits. Additionally, community awareness of the program was an indirect benefit of this "telemarketing." Telemarketing is an interactive and inexpensive approach to marketing preventive health behaviors.

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