Published by Turning Point, "CDCynergy - Social Marketing Edition" is intended to be a tutorial and planning guide for applying social marketing systematically to public health programmes.

It aims to help public health professionals to analyse health problems and to plan, implement, and evaluate social marketing programmes to address those problems.

Designed as an interactive training and decision support tool, the CD-ROM contains case studies, commentary from experts in the field of social marketing and tutorials for each stage of effective programme development.

The product is designed for the individual with some knowledge of social marketing and moderate familiarity with computer technology. It is intended to assist the public health professional to take a step-by-step approach to developing and implementing a social marketing programme.

According to Turning Point, users will learn how to:

• Define the public health problem being addressed;
• Conduct market research to better define audiences;
• Craft a marketing strategy;
• Plan the interventions;
• Plan programme monitoring and evaluation;
• Implement and evaluate the intervention.

Turning Point, started in 1997, was an initiative of The Robert Wood Johnson Foundation and the W.K. Kellogg Foundation. Its mission was to transform and strengthen the public health system in the United States by making it more community-based and collaborative.