The social marketing "product" is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (e.g., hospital equipment), to services (e.g., treatment of cardiovascular diseases), practices (e.g., regular check-ups) and finally, more intangible ideas (e.g., good health).
When the "product" is behavior, there may be associated physical products necessary to allow this behavior change (e.g., PPP in hospital facilities) that need to be considered.
Before being able to design a product, the targeted consumers must be aware that they have a problem and that this can be addressed by a product: for example, the product "hospital equipment" can address the problem of "cardiovascular disease." Particularly in health programs, it is not easy to achieve this kind of awareness. A lot of demand creation needs to be done in cases where the cause and effect of products are not easily recognizable.