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PowerPoint - Health Education Partners

VIEWS: 10 PAGES: 55

									     Why Let the Devil Have the Best Tunes
          Let’s Use Social Marketing

              Jim Grizzell, MBA, MA, CHES, HFI, FACHA
Faculty - Cal Poly Pomona, Georgetown University; Staff Emeritus - Cal Poly Pomona



                                              Specialty
                                                Care
                                            Primary Care
                                           Activities no feedback
                                           Health Systems
                                        Activities w/ Health Education

                                        Community &
                                  Neighborhood Collaboration
                                       Health Communication,
                                 Ecological / Environmental Approach
                                               Policies
    Agenda
     Social Marketing Definitions
     Benefits of Social Marketing
     Where it Fits in Health Promotion
     What Social Marketing is NOT
     What Social Marketing is About
     First Things First
     The Approach: Framework, Model
         Concepts: Competition and Exchange
         4 Ps: the Marketing Mix



2   Social Marketing in Health Promotion
    Social Marketing Defined
    The application of marketing technologies
    where the bottom line is behavior change.
       Marketing Social Change by Alan Andreasen, PhD, Professor
        of Marketing, McDonough School of Business, Georgetown
        University; Executive Director, Social Marketing Institute

    A process for influencing human behavior on a
    large scale, using marketing principles for the
    purpose of societal benefit rather than
    commercial profit.
       William Smith, EdD, Executive Vice President, Academy for
        Educational Development

3    Social Marketing in Health Promotion
    Social Marketing Defined
    The consumer-driven application of marketing
    principles and techniques to program
    development, implementation, and evaluation in
    an effort to promote change or modification in
    health behavior.
        Dictionary of Public Health Promotion and Education: terms
          and concepts by Naomi Modeste, DrPH, Chair, Department of
          Health Education, School of Public Health, Loma Linda
          University, and Teri Tamayose, MBA, MPH




4    Social Marketing in Health Promotion
    Social Marketing Defined
    Social marketing is concerned with the
    application of marketing knowledge, concepts
    and techniques to enhance social as well as
    economic ends.
        Social Marketing: Why Should the Devil have All the Best
          Tunes? by Gerard Hastings PhD, Director, Institute for Social
          Marketing
        www.ism.stir.ac.uk/index.htm




5    Social Marketing in Health Promotion
    Best Definition
    Coordinated activities that comprise a program
    to make behaviors desired
     Fun
         “Are the consequences of behavior both real
        and rewarding for me?”
     Easy
       “Can I do it? Am I capable?”
     Popular
       “What do the people I care about want me
        to do?”
6    Social Marketing in Health Promotion
    What We Offer
    Uncoordinated activities that comprise a
    program to make behaviors undesirable
     Boring
         “Are the consequences of behavior both real
         and rewarding for me?”
     Difficult
        “Can I do it? Am I capable?”
     Lonely
        “What do the people I care about want me
         to do?”
7    Social Marketing in Health Promotion
     Benefits of Using Social Marketing

    Provides a 360 view
        of the issue
                                Develops culturally
                              appropriate interventions

    Involves those affected
          by the issue


                                    Enables effective
                                    use of resources
9
     Benefits of Using Social Marketing

     It offers coordinated, multiple intervention tactics!




      It can be used for “downstream,” “side stream”
                 and “upstream” influence.




10    Social Marketing in Health Promotion
     Social Marketing’s Fit
     Continuum of Interventions




                                 Ecological / Environmental Approach




11    Social Marketing in Health Promotion
                 Social Marketing’s Fit
                          Intervention Pyramid
     Low                                                             High


                                          Specialty
                  Reach                                       Cost
                                            Care
                                      Primary Care
                                 Activities no feedback
                                     Health Systems
                             Activities w/ Health Education
                             Community & Neighborhood
                             Partnerships & Collaboration
                         Health Communication, Social
                   Ecological Model / Environmental Approach

                                          Policies
     High Marketing in Health Promotion
      Social                                                         Low
12
                Social Marketing’s Fit
                           Intervention Pyramid



                                                Specialty
                                                  Care
                                              Primary Care
                                            Activities no feedback
                                            Health Systems
                                             Activities w/ Health
                                                  Education
                                          Community &
                                    Neighborhood Collaboration

                                      Health Communication,
                                Ecological / Environmental Approach
                                                 Policies




13   Social Marketing in Health Promotion
     What Social Marketing Is Not
        Not social norms marketing, promotion or advertising
        Not driven by organizational experts’ agendas
        Not promotion or media outreach only
        Not social media marketing
        Not social advertising
        Not about coercing behaviors
        Not a “one approach” model

                              Don’t think media first!



14       Social Marketing in Health Promotion
     What Social Marketing Is Not




15   Social Marketing in Health Promotion
               Got Behavior Change?




16   Social Marketing in Health Promotion
Monitoring and Revising




                          www.gotmilk.com
     What is Marketing About?
         It’s about Behavior
      • Not driving after drinking
      • Not smoking
      • Managing stress
      • Eating 5 servings of fruits & vegetables
      • Not physically abusing/assaulting
      • Approving and implementing environmental
        changes on campus

18    Social Marketing in Health Promotion
     What is Marketing About?
       It’s about Students
       Not all of them all at once!

     But specific groups of students . . .




                                     . . . and others
19      Social Marketing in Health Promotion
     . . .So, What Affects Behavior?
                                       Internal
       Knowledge and beliefs
       Attitudes
       Perceived risk
       Perceived consequences
       Self efficacy



20    Social Marketing in Health Promotion
     . . .So, What Affects Behavior?
                                       External
       Access
       Skills
       Actual consequences
       Cultural beliefs and values
       Policies



21    Social Marketing in Health Promotion
     Marketing is more about lowering
     barriers and increasing benefits!




22    Social Marketing in Health Promotion
     What is Marketing About?
           It’s about Decreasing Barriers &
           Increasing Benefits of Behavior

     • Seek assistance from a credible source to
       minimize their violent behavior
       •   Reducing barriers -Telephone counseling by men who had
           considerable skills training and experience in dealing with violent
           men; who were able to gain the trust of men, listen to their stories,
           and assess their level of denial and minimization; and confront men
           about violence and encourage them to get into programs; No fees;
           Communication that avoids being judgmental
       •   Benefits - Keeping their relationships intact; having a positive
           impact on their children
23    Social Marketing in Health Promotion
     What is Marketing About?
         It’s about Decreasing Barriers &
         Increasing Benefits of Behavior

     • Not driving after drinking
       • Reducing barriers
           • Provide low cost luxury limousine service
       • Benefits
           • Be, feel, look cool
           • www.roadcrewonline.org




24    Social Marketing in Health Promotion
     Program Planning Framework
      Multidisciplinary and comprehensive programs
       to influence behaviors
      Based on research to understand point of view
       of the target audience
      Interventions that integrate audience needs
       with needs of sponsors – exchange
      Considers competition and exchanges
      Ongoing monitoring and evaluation



25    Social Marketing in Health Promotion
 First Things First! Apply Best Practices




26
         Competitive Advantage
        Extremely pre/post tested
        Distills comprehensive best practices
        Vetted by major players in social marketing
        >700 resources
        CDC originated
        CDCynergy is almost a requirement for funding
          Looked on very favorably
        Recognized nationally and internationally
                www.orau.gov/cdcynergy/soc2web/default.htm
27       Social Marketing in Health Promotion
 Social Marketing:
 A Model for Interventions that Facilitate Behavior Change

                                                                                                       HOW YOU TELL THEM ABOUT THE WHAT,
                                                               WHY THEY WANT TO DO IT                        WHY, WHERE AND HOW
                                                                                                               Promotion or Communication
                                                                          Pricing
                                                              Increasing knowledge                      Classroom teaching, worksite education
                                                              Increasing benefits                       Mass media messages
                                                              Decreasing barriers                       Small group discussion , community
                                                              Improving self-efficacy                   meetings
                                                              Increasing social pressure or norms       Patient/doctor interaction
                                                                                                        Point of purchase display


                                                               WHERE (HOW) THEY CAN DO
                                  WHO MUST ACT TO                     BEHAVIOR
         What is the health
                                  RESOLVE PROBLEM                           Place
            problem?
                                    Target audience           Community resources                      Marketing Mix
     What actions could reduce                                Partnerships
                                   Stakeholder, group, or
           the problem?          individual market research
                                                              Specific clinics
                                                              Product offering
                                                              ** may be where they learn how to
                                                              do behavior (training)


                                                                                                        POLICY/RULES THAT INFLUENCE THE
                                                              WHAT ACTION MUST BE TAKEN                             ACTION
                                                                 Product (or Behavior)
                                                                                                                 Policy, rules, legislation
                                                              Describing the action in a what that
                                                              is relevant to the target audience and   Methods we can use to increase social
                                                              helps fulfill some unmet need, but        pressure, provide protection for public
                                                              not contrary to science                  Create action by third parties
                                                                                                       Create incentives for health enhancing policies




     Social Marketing as a Model for Interventions that Facilitate Change, Susan D. Kirby, 1995



28          Social Marketing in Health Promotion
Social Marketing “Benchmarks”
• No theory of social marketing
• Benchmarks
  – Customer orientation
  – Behavior
  – Theory
  – Insight
  – Exchanges
  – Competition
  – Audience segmentation and targeting
  – Marketing mix
– Continuous and strategic formative & process
  research, monitoring and evaluation
     Key Concept - Competition
      Target audience can go somewhere
       else or do something else or maintain
       current behavior
      Modify program, delivery, service
       provider or the product to make the
       competing behavior less attractive, less
       available, or more costly


30    Social Marketing in Health Promotion
     Key Concept - Exchange
      Increase or
       highlight the
       benefits
      Decrease or
       de-emphasize
       the barriers

     • Change the product, price, place or promotion
       to meet the exchange, if necessary

31    Social Marketing in Health Promotion
     Exchange
     You Give Me                            You Get
     $1.00                                  A Pepsi
                                             a thirst quencher
                                             good taste
                                             fun
                                             youthful feeling
                                             girl/boyfriend



32   Social Marketing in Health Promotion
     Exchange
     You Give Me                                You Get
     75¢                                        A Condom
      Embarrassment                               protection against
      Loss of Pleasure                             pregnancy
      Argument                                    protection against STDs
      Relationship                                peace of mind
       difficulties                                sense of control
                                                   hope for the future
                                                   a date


33       Social Marketing in Health Promotion
     Exchange
     You Give Me                            You Get
     Money                                  An immunization
     Time                                    Better health
     Momentary discomfort                    Avoidance of greater
                                              discomfort (sickness)
                                             Ability to go to school,
                                              work, travel




34   Social Marketing in Health Promotion
     Define the Health Problem
      Review epidemiologic data
       sources/literature
        Secondary and primary research
      Identify what actions/behavior change
       could reduce the problem
      Identify preliminary target audience and
       target behavior


35   Social Marketing in Health Promotion
      Identify Who Must Act to Solve
      Problem
      Collect and analyze demographic,
       socioeconomic, cultural and other data on
       target audience
      Segment them into smaller, more
       homogeneous groups for which uniquely
       appropriate programs and interventions can be
       designed
        Individuals, Groups, Decision makers


36    Social Marketing in Health Promotion
      Identify Who Must Act to Solve
      Problem

      Select target segments for your program
      and plan research




37    Social Marketing in Health Promotion
      Conduct Formative Research
      Understand selected target segment: needs,
      wants, hopes, fears, knowledge, attitude,
      behavior, perceived risk
      Research behavioral determinants of desired
      behavior for selected target segment
      Deep “insight”
      Plan initial concepts and program elements



38    Social Marketing in Health Promotion
     Develop Project & Interventions
      Set measurable behavioral objectives for
      selected segment
      Design intervention for selected segment
      Apply marketing principles (the “marketing
      mix”)
      Pre-test all products, services and messages
      including intervention


39    Social Marketing in Health Promotion
     How Does Marketing Do This?
         It’s about the “4 Ps”

         • Product
         • Price
         • Place
         • Promotion
         • Policies – Sometimes called a 5th P




40    Social Marketing in Health Promotion
     Marketing “Strategies”
     -- What are We Offering
                                      (Product)

      The behavior we want people to do
      The “bundle of benefits” that people
       tell us are important to them (may not
       be health-related)
      Tangible services and products to
       make the behavior easier to do

41    Social Marketing in Health Promotion
                Marketing “Strategies”
                  Barriers/Benefits
                                             (Price)
      Cost to the target audience of changing
       behavior
      Can be financial, or more often related to other
       “costs”
        time
        effort
        lifestyle
        psychological cost
42    Social Marketing in Health Promotion
     Marketing “Strategies”
     Where we Offer It
                                         (Place)
      Placing services, products and activities at
      places or times that:
         • people are likely to be thinking about the
           problem/issues
         • are convenient for people
         • they are likely to see/hear the information
         • are where they will act

43    Social Marketing in Health Promotion
     Marketing “Strategies”
     Providing Information
                                   (Promotion)
      Presenting information in a way that:
       • is memorable
       • stands-out from competing messages
         •    is repeated again, and again, and again
         •    has a “call to action”
         •    respects culture
         •    is in a place and at a time they will notice

44    Social Marketing in Health Promotion
     Marketing “Strategies”
     Providing Information
                                   (Promotion)
     Communicating to the audience about
     product/program, price, and place variables
        News stores                            Advertising
        Letters to the editor                  Media relations
        PSAs                                   Events
        Brochures                              Personal selling
        Word-of-mouth/face-to-face             Entertainment
        Education sessions                     Direct mail

45    Social Marketing in Health Promotion
      Deliver and Monitor Program

      Train and motivate front line staff
      Build products and programs and
      execute
      Distribute materials
      Refine product/program and materials
      as mid-course monitoring data suggests

46    Social Marketing in Health Promotion
      Conduct Evaluation
      Conduct process and outcome evaluation
        Linked to behavior objectives
      Did you reach target audience
      Did program have an impact
      Did desired outcome occur, why/why not
      Revise evaluation plans and models in
      accordance with program changes


47    Social Marketing in Health Promotion
     Think Like a Marketer
      Think Behavior Change
      Know your Audience
      Think Benefits, Costs, Competition and
       Exchange
      When/Where in Right Frame of Mind?
      When/Where is Right Place & Time?
      Make it fun, easy and popular!!!!!!

48    Social Marketing in Health Promotion
   Questions and Answers
                     Next Step
         Your turn to be a social marketer!



Contact me at:
                                                 Specialty
 Jim Grizzell                                      Care
                                               Primary Care

 jvgrizzell@csupomona.edu                     Activities no feedback
                                              Health Systems
                                           Activities w/ Health Education


 (909 856-3350                             Community &
                                     Neighborhood Collaboration
                                          Health Communication,

 www.csupomona.edu/~jvgrizzell      Ecological / Environmental Approach
                                                  Policies


 www.healthedpartners.org/ceu/sm
    Population-Based vs. Traditional
    Intervention CEAs & ROIs




   $294* x 4,500** = $1,323,000
     ROI = 4.4:1
   $294* x 250** = $73,500
     ROI = 0.73:1


* Johnson & Johnson health care costs avoided per employee becoming an exerciser
** WHEELING WALKS: a media-based intervention to increase walking. Bill Reger-Nash, EdD,
    www.americawalks.org/PDF_PAPE/Reger.pdf
                                                                             51
    Social Marketing Media Campaign
    Cost Effectiveness Analysis




   Delaware’s “Get Up and Do Something”
   Target Population: 110,900 10 to 19 year olds
   www.getupanddosomething.org
                                                    52
Social Marketing Media Campaign
Cost Effectiveness Analysis




                                  53
    Social Marketing Media Campaign
    Cost Effectiveness Analysis




•   Cost per 10-19 year old
     – $335,000 / 110,900 = $3.02
Peterson, M. Chandlee, M. Avron Abraham, M. Cost-Effectiveness Analysis of a Statewide
    Media Campaign to Promote Adolescent Physical Activity. Health Promot Pract Online
    First, published on March 26, 2008
                                                                             54
     What is Marketing About?
         It’s about Decreasing Barriers &
         Increasing Benefits of Behavior

     • Brushing and flossing
       • Battery operated brushes with timer, bubble gum flavors
       • Stronger teeth, great smile, good breath, fewer dental visits, less time
         and money spent, fewer cavities




55    Social Marketing in Health Promotion

								
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