Social Marketing What is Social Marketing

Social Marketing: Changing Attitudes, Creating Opportunities Ramya Sundararaman, M.D., MPH, Senior Technical Assistance Specialist Paula Arnold, M.L.S., MA.. Information Specialist/Librarian Social Marketing 1. What is it? 2. Marketing and the 4 P’s 3. Social Marketing vs. Commerical Marketing 4. Media Advocacy Issues 5. Examples of Local and National Social Marketing Strategies 6. Resources What is Social Marketing? Social marketing* is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing. It is an innovative approach now being implemented by groups as diverse as the Centers for Disease Control and Prevention, the American Cancer Society, the U.S. Agency for International Development, AARP, and private sector companies whose strategies incorporate both business and social objectives. *Social Marketing Institute http://www.social-marketing.org 1 Key Concepts Objective : Action Focus: Target audience Exchange is critical Segment markets Use all four Ps Analyze and beware of competition Monitor and be flexible The 4 P’s of Marketing PRODUCT Tangible Physical products, services, practices; Intangible ideas Tangible Cost $$$ Intangible Time/effort, value, etc. Benefits vs. costs Tangible Distribution system Intangible Channels through which consumers are reached. Accessible? Integrated use of advertising (internal or external), public relations, promotion, media advocacy, personal selling, and entertainment vehicles. PRICE PLACE PROMOTION More P’s to Consider • PARTNERSHIPS • Who can you team up with? • Does the environment sustain the change? • Can you handle any controversial or complex issues? • POLICIES • POLITICS 2 Differences Between Social Marketing and Commercial Marketing The products tend to be more complex. Demand is more varied. Target groups are more challenging to reach. Consumer involvement is more intense. The competition is more subtle and varied. Stages of Marketing Initiatives Research And Evaluation Adapted from M. Siegel & L. Doner, Marketing Public Health: Strategies to Promote Social Change, 1998, Aspen Publishers Health Communication Strategies Focus Groups Key informant interviews with target audience Surveys of target population Using secondary data revealing attitudes and behaviors of target population 3 Media Advocacy Issues Why do you want media attention? What is your "news?" What type of media coverage do you want? Whom will you contact in the media? How will you contact the media? Media Advocacy Issues How will you respond when the media call you? Which media strategies can your available resources support? What other sources of free publicity are available in your community? Adapted from “Getting Your Message Out Through the Media” By Nedra Kline Weinreich for the National Clearinghouse on Child Abuse & Neglect Information, a service of the National Center on Child Abuse & Neglect, U.S. Department of Health & Human Services. Examples of Local and National Social Marketing Strategies Success Stories Centers for Disease Control and Prevention: Helicobacter pylori and Peptic Ulcer Disease (Nationwide, USA) How we lost our stomach pains and regained our love for chili. Click It or Ticket (State of North Carolina, USA) Why North Carolina has one of the highest seat belt usage rates in the US. Florida "Truth" Campaign (State of Florida, USA) How Florida's anti-smoking campaign is getting kids to trade tar-stained fingers for healthy pink lungs. Mass Media and Health Practices Project (Honduras) Honduran mothers are mixing salt, water, and sugar to fight dehydration: their leading cause of infant mortality. National Diabetes Education Program Hispanic/Latino Campaign (Nationwide, USA) Switching languages reversed trends and increased knowledge about diabetes in Hispanic and Latino/a America. 4 Examples of Local and National Social Marketing Strategies National WIC Breastfeeding Promotion Project (Various States, USA) From Health Issue to Heart Issue: Increasing breastfeeding rates by focusing on mother-child bonding at meal times. PeachCare for Kids (State of Georgia, USA) Georgia guarantees affordable health care for the children of working parents, and parents know about it. Stop AIDS (Switzerland) The world's longest running HIV/AIDS prevention program succeeds by working to change both private behavior and public attitudes. Tools of Change (Canada) Proven methods for promoting health and environmental citizenship. Social Marketing Institute, http://www.social-marketing.org/success.html CDCynergy In Summary… Key Steps in Developing & Implementing Your Social Marketing Process • Determine: – What changes need to be made? – Who needs to make them? – How can they be made effectively? • Set realistic goals • Segment, select, profile target group(s) • Develop strategic plan addressing 4 “P’s” • Implement intervention, using process evaluation to monitor and refine (as needed) • Assess outcomes and refine efforts (as needed) 5 Resources The Social Marketing Concept http://foundation.novartis.com/leprosy/social_marketing.htm Novartis Foundation for Sustainable Development. The Social Marketing Institute http://www.social-marketing.org/ An organization to advance the science and practice of social marketing. The Social Marketing Network http://www.hc-sc.gc.ca/hppb/socialmarketing/ Health Canada's excellent site includes introductory information, presentations, case studies, tutorials, bibliographies and links to other sites. Resources SOC-MKTG Listserve An e-mail list for social marketers to share information, ask questions and offer comments. Run by Dr. Alan Andreasen at Georgetown University. To be placed on the list, send an e-mail message to listproc@listproc.georgetown.edu with the following in the body of the message: subscribe soc-mktg yourname Social Marketing Quarterly [journal] http://www.tandf.co.uk/journals/titles/15245004.html Promoting Active Living Communities: A Guide to Marketing and Communication http://www.activelivingbydesign.org/resources/RWJF_ToolKit.pdf A toolkit for social marketing. Sponsored by the Robert Wood Johnson Foundation. Contact SPRC • • • • • Phone: 877-GET-SPRC (438-7772) TTY: 617-964-5448 Web: www.sprc.org Email: info@sprc.org Mail: SPRC 55 Chapel Street Newton, MA 02158-1060 6 Any Questions? 7