... toincrease the health of the population and lower the cost of health carethan can treatment of illness.In this article, a conceptual framework is proposed for themanagement of public health and social ... "Behavioral Health: A 1990 Challenge for the Health Sciences Professions," in Behavioral Health: A Handbook of Health Enhancement and Disease Prevention, J.D. Matarazzo, S.M.Weiss, J.A. Hord, and ... target's MOA; and (3) the use of the tools of education, marketing, and law. Figure I showsthe eight segments of any market that result from thecombinations of the presence or absence of MOA and inwhat...