"Social Marketing Defined"
5/17/2008 Agenda Social Marketing Definitions Why Let the Devil Have the Best Tunes Benefits of Social Marketing Let’s Use Social Marketing Where it Fits in Health Promotion What Social Marketing is NOT Grizzell, MBA MA CHES HFI Jim Grizzell MBA, MA, CHES, HFI, FACHA What S i l M k ti is About Wh t Social Marketing i Ab t Faculty - Cal Poly Pomona, Georgetown University; Staff Emeritus - Cal Poly Pomona First Things First The Approach: Framework, Model Specialty Care Primary Care Concepts: Competition and Exchange Activities no feedback Health Systems Activities w/ Health Education 4 Ps: the Marketing Mix Community & Neighborhood Collaboration Health Communication, Ecological / Environmental Approach Policies 2 Social Marketing in Health Promotion Social Marketing Defined Social Marketing Defined The application of marketing technologies The consumer-driven application of marketing where the bottom line is behavior change. principles and techniques to program Marketing Social Change by Alan Andreasen, PhD, Professor of Marketing, McDonough School of Business, Georgetown development, implementation, and evaluation in University; Executive Director, Social Marketing Institute an effort to promote change or modification in A process for influencing human behavior on a health behavior. large scale, using marketing principles for the Dictionary of Public Health Promotion and Education: terms and concepts by Naomi Modeste, DrPH, Chair, Department of purpose of societal benefit rather than Health Education, School of Public Health, Loma Linda commercial profit. University, and Teri Tamayose, MBA, MPH William Smith, EdD, Executive Vice President, Academy for Educational Development 3 Social Marketing in Health Promotion 4 Social Marketing in Health Promotion Social Marketing Defined Best Definition Coordinated activities that comprise a program Social marketing is concerned with the to make behaviors desired application of marketing knowledge, concepts and techniques to enhance social as well as Fun economic ends. “Are the consequences of behavior both Social Marketing: Why Should the Devil have All the Best l d di for real and rewarding f me?” ?” Tunes? by Gerard Hastings PhD, Director, Institute for Social Easy Marketing www.ism.stir.ac.uk/index.htm “Can I do it? Am I capable?” Popular “What do the people I care about want me to do?” 5 Social Marketing in Health Promotion 6 Social Marketing in Health Promotion 1 5/17/2008 What We Offer Uncoordinated activities that comprise a program to make behaviors undesirable Boring “Are the consequences of behavior both l d di for real and rewarding f 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 Benefits of Using Social Marketing Provides a 360 view It offers coordinated, multiple intervention tactics! of the issue Develops culturally appropriate interventions Involves those affected It can be used for “downstream,” “side stream” by the issue and “upstream” influence. Enables effective use of resources 9 10 Social Marketing in Health Promotion Social Marketing’s Fit Social Marketing’s Fit Continuum of Interventions Intervention Pyramid Low High Specialty Reach Cost Care Primary Care Activities no feedback Health Systems Activities w/ Health Education Community & Neighborhood Partnerships & Collaboration Ecological / Environmental Approach Health Communication, Social Ecological Model / Environmental Approach Policies Social Marketing in Health Promotion High Marketing in Health Promotion Social Low 11 12 2 5/17/2008 Social Marketing’s Fit Intervention Pyramid What Social Marketing Is Not Not social norms marketing, promotion or advertising Not driven by organizational experts’ agendas Specialty Not promotion or media outreach only Care Primary Care Not social media marketing Activities no feedback Health Systems Not social advertising Activities w/ Health Education Community & Not about coercing behaviors Neighborhood Collaboration Health Communication, Not a “one approach” model Ecological / Environmental Approach Policies Don’t think media first! 13 Social Marketing in Health Promotion 14 Social Marketing in Health Promotion What Social Marketing Is Not Got Behavior Change? 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 1994 1995 1996 1997 1998 1999 2000 Consumption Media Buy Awareness 15 Social Marketing in Health Promotion 16 Social Marketing in Health Promotion Monitoring and Revising 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 www.gotmilk.com 18 Social Marketing in Health Promotion 3 5/17/2008 What is Marketing About? It’s about Students . . .So, What Affects Behavior? Not all of them all at once! Internal But specific g p of students . . . p groups Knowledge and beliefs Attitudes Perceived risk Perceived consequences Self efficacy . . . and others 19 Social Marketing in Health Promotion 20 Social Marketing in Health Promotion Marketing is more about lowering . . .So, What Affects Behavior? barriers and increasing benefits! External Access Skills Actual consequences Cultural beliefs and values Policies 21 Social Marketing in Health Promotion 22 Social Marketing in Health Promotion What is Marketing About? What is Marketing About? It’s about Decreasing Barriers & It’s about Decreasing Barriers & Increasing Benefits of Behavior Increasing Benefits of Behavior • Seek assistance from a credible source to g g • Not driving after drinking minimize their violent behavior • Reducing barriers • Reducing barriers -Telephone counseling by men who had • Provide low cost luxury limousine service considerable skills training and experience in dealing with violent • Benefits men; who were able to gain the trust of men, listen to their stories, • Be, feel, look cool and assess their level of denial and minimization; and confront men • www.roadcrewonline.org 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 24 Social Marketing in Health Promotion 4 5/17/2008 First Things First! Apply Best Practices 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 26 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 Competitive Advantage 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 Extremely pre/post tested Increasing social pressure or norms Patient/doctor interaction Point of purchase display Distills comprehensive best practices What is the health WHO MUST ACT TO WHERE (HOW) THEY CAN DO BEHAVIOR RESOLVE PROBLEM Place problem? Vetted by major players in social marketing What actions could reduce the problem? Target audience Stakeholder, group, or Community resources Partnerships Specific clinics Marketing Mix individual market research Product offering >700 resources ** may be where they learn how to do behavior (training) CDC originated WHAT ACTION MUST BE TAKEN Product (or Behavior) POLICY/RULES THAT INFLUENCE THE ACTION Policy, rules, legislation CDCynergy is almost a requirement for funding Describing the action in a what that is relevant to the target audience and helps fulfill some unmet need, Methods we can use to increase social pressure, provide protection for public but not contrary to science Create action by third parties Looked on very favorably Create incentives for health enhancing policies Recognized nationally and internationally Social Marketing as a Model for Interventions that Facilitate Change, Susan D. Kirby, 1995 www.orau.gov/cdcynergy/soc2web/default.htm 27 Social Marketing in Health Promotion 28 Social Marketing in Health Promotion Social Marketing “Benchmarks” Key Concept - Competition • No theory of social marketing • Benchmarks Target audience can go somewhere else – Customer orientation or do something else or maintain current – Behavior behavior – Theory M dif program, delivery, service Modify d li i – Insight provider or the product to make the – Exchanges – Competition competing behavior less attractive, less – Audience segmentation and targeting available, or more costly – Marketing mix – Continuous and strategic formative & process research, monitoring and evaluation 30 Social Marketing in Health Promotion 5 5/17/2008 Key Concept - Exchange Exchange Increase or You Give Me You Get highlight the $1.00 A Pepsi benefits a thirst quencher Decrease or de-emphasize good taste the barriers fun youthful feeling • Change the product, price, place or promotion girl/boyfriend to meet the exchange, if necessary 31 Social Marketing in Health Promotion 32 Social Marketing in Health Promotion Exchange Exchange You Give Me You Get You Give Me You Get 75¢ A Condom Money An immunization Embarrassment protection against Time Better health Loss of Pleasure pregnancy Momentary discomfort g Avoidance of greater Argument protection against STDs discomfort (sickness) Relationship peace of mind Ability to go to school, difficulties sense of control work, travel hope for the future a date 33 Social Marketing in Health Promotion 34 Social Marketing in Health Promotion Identify Who Must Act to Solve Define the Health Problem Problem Review epidemiologic data sources/literature Collect and analyze demographic, Secondary and primary research socioeconomic, cultural and other data on target audience Identify what actions/behavior change Segment them into smaller, more could reduce the problem homogeneous groups for which uniquely Identify preliminary target audience and appropriate programs and interventions can be target behavior designed Individuals, Groups, Decision makers 35 Social Marketing in Health Promotion 36 Social Marketing in Health Promotion 6 5/17/2008 Identify Who Must Act to Solve Conduct Formative Research Problem Understand selected target segment: needs, Select target segments for your program wants, hopes, fears, knowledge, attitude, and plan research behavior, perceived risk Research b h i l d t R i t f desired h behavioral determinants of d i d behavior for selected target segment Deep “insight” Plan initial concepts and program elements 37 Social Marketing in Health Promotion 38 Social Marketing in Health Promotion How Does Marketing Do This? Develop Project & Interventions It’s about the “4 Ps” Set measurable behavioral objectives for selected segment • Product Design intervention for selected segment • Price Apply marketing principles (the “marketing • Place mix”) Pre-test all products, services and messages • Promotion including intervention • Policies – Sometimes called a 5th P 39 Social Marketing in Health Promotion 40 Social Marketing in Health Promotion Marketing “Strategies” Marketing “Strategies” -- What are We Offering Barriers/Benefits (Product) (Price) The behavior we want people to do Cost to the target audience of changing behavior The “bundle f b fit ” that Th “b dl of benefits” th t people l Can be financial, or more often related to other tell us are important to them (may not “costs” be health-related) time Tangible services and products to effort make the behavior easier to do lifestyle psychological cost 41 Social Marketing in Health Promotion 42 Social Marketing in Health Promotion 7 5/17/2008 Marketing “Strategies” Marketing “Strategies” Where we Offer It Providing Information (Place) (Promotion) Placing services, products and activities at Presenting information in a way that: places or times that: • is memorable • people are likely to be thinking about the t d t from competing messages • stands-out f ti problem/issues • is repeated again, and again, and again • are convenient for people • has a “call to action” • they are likely to see/hear the information • respects culture • are where they will act • is in a place and at a time they will notice 43 Social Marketing in Health Promotion 44 Social Marketing in Health Promotion Marketing “Strategies” Providing Information Deliver and Monitor Program (Promotion) Train and motivate front line staff Communicating to the audience about product/program, price, and place variables Build products and programs and News stores Advertising execute Letters to the editor Media relations Distribute materials PSAs Events Brochures Personal selling Refine product/program and materials Word-of-mouth/face-to-face Entertainment as mid-course monitoring data suggests Education sessions Direct mail 45 Social Marketing in Health Promotion 46 Social Marketing in Health Promotion Conduct Evaluation Think Like a Marketer Conduct process and outcome evaluation Think Behavior Change Linked to behavior objectives Know your Audience Did you reach target audience Think Benefits, Costs, Competition and Did program have an impact Exchange Did desired outcome occur, why/why not When/Where in Right Frame of Mind? Revise evaluation plans and models in When/Where is Right Place & Time? accordance with program changes Make it fun, easy and popular!!!!!! 47 Social Marketing in Health Promotion 48 Social Marketing in Health Promotion 8 5/17/2008 Questions and Answers Next Step Your turn to be a social marketer! Contact me at: Specialty Jim Grizzell Care Primary Care email@example.com 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 9