European Project Management Journal, Volume 8, Issue 2, December 2018 17 Corresponding author. Email: artur.bjelica@mf.uns.ac.rs ISSN 2560-4961 (online) © 2018 IPMA Serbia doi: 10.18485/epmj.2018.8.2.3 A PROJECT MANAGEMENT APPROACH TO E-HEALTH MARKETING CAMPAIGNS Artur Bjelica 1,2 , Vuk Rakočević 3 , Branka Rodić 4 , Radmila Janičić 4 , Marina Jovanović Milenković 4 1 Faculty of Medicine, University of Novi Sad, Serbia 2 Clinical Center of Vojvodina, Department of Obstetrics and Gynecology, Novi Sad, Serbia 3 Embassy of Montenegro in the Republic of Serbia, Belgrade 4 Faculty of Organizational Sciences, University of Belgrade, Serbia Abstract: The objective of the study is the designing of e-health marketing campaigns using the principles of project management, with the aim to ensure a successful outcome of social marketing goals. The analysis encompasses certain specific features of social marketing and particular steps in designing social marketing campaigns in e-health. Based on the analyzed concepts, a social marketing campaign is designed for promotion of reproductive health care among women in the Republic of Serbia. The proposed campaign relies on extensive usage of e- health services. It is pointed out that an appropriate project management is needed in order to ensure a successful outcome of the campaign and the changes resulting in the behavior of the target population. Key words: Social marketing, e-health, campaign management. 1. INTRODUCTION Promotion and prevention of reproductive health is of great importance for a general health and a prerequisite for human development (Cumming, Morris, Simpson, French, Kahana, Luciano, & Molik, 2016). Reproductive health is involved in national healthcare programs in the majority of countries. There are numerous modalities that can be used to implement promotion and prevention in reproductive health programs. These modalities are constantly being investigated in order to meet reproductive health standards. The aim is to perceive and assess the reproductive health in population, the opportunities for promotion of reproductive health, and also to find out the potential methods for their implementation. The importance and potential of social marketing strategies in reproductive health promotion and prevention have been recognized by numerous international studies (Dooley, Jones, & Desmar, 2009; Firestone, Rowe, Modi, & Sievers, 2017). Also, the significance and implications of social media in marketing were examined (Alves, Fernandes, & Raposo, 2016). In this paper, the possibilities offered by marketing principles and social marketing strategies are analyzed. The goal of the work is to promote awareness of the importance of reproductive health of women, and the impact on the change in behavior if women in the Republic of Serbia. To achieve this goal, modern technologies and tools such as e- health services promoted through social media, will be used. 2. LITERATURE REVIEW 2.1. Social marketing in e-health Marketing in healthcare is an important segment for the maintenance and further development of healthcare system, in addition to medical knowledge and modern health equipment. Marketing in healthcare encompasses a range of activities – from market research to profitability control, which must be applied at all levels of healthcare in order to satisfy the needs of healthcare users and achieve appropriate benefit (profit, good