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Marketing with Equality: Optimization of Promotion Strategies with Social Welfare Functions

This paper studies an optimal distribution of health information for a government or Non-profit Organization under various objectives and indexes, such as equality and efficiency, using social marketing approach. To examine this, employing various social welfare functions in the field of welfare economics, we theoretically derive how much information to give to each segment. We also investigate and discuss the optimal distribution, using numerical analysis and experimental approaches. As a result, we find that the optimal solutions are determined depending on the sensitivity, importance of segments, cost, and budget parameters. Through the intervention experiment in Okinawa, our method improves some equality index. The contribution of this study is to clarify the optimal way of distribution with equality and show the possibility of applying discussions in economics to the studies of social marketing and epidemiology.