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Research Paper Purpose Although hand hygiene is seen as the most important method to prevent the transmission of hospital associated infection in the UK, hand hygiene compliance rates appear to remain poor. This research aims to assess the degree to which social marketing methodology can be adopted by a particular organization to promote hand hygiene compliance. Design/Methodology/Approach The research design is based on a conceptual framework developed from analysis of social marketingdoi:10.1108/09526861311297334 pmid:23534148 fatcat:xma32e6db5bg7jxzaljpxca7fm