Applying Social Marketing Principles to Newborn Hearing Screening
Lynda Bardfield van Over
AIR Health Washington, DC
Faculty Disclosure Information In the past 12 months, I have not had a significant
financial interest or other relationship with the manufacturer(s) of the product(s) or provider(s) of the service(s) that will be discussed in my presentation. This presentation will (not) include discussion of pharmaceuticals or devices that have not been approved by the FDA or if you will be discussing unapproved or “off-label” uses of pharmaceuticals or devices.
Information alone doesn’t change behavior.
Social Marketing
Process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit, rather than commercial profit.
—W. Smith
“Selling” Behavior Change
Consumer Orientation
Audience Segmentation
Exchange Theory Marketing Mix
CONSUMER ORIENTATION
Who Must Act To Solve Problem?
Target Audience
Primary—People you want to do something new or different Secondary—People who influence them (facilitate or impede)
INFLUENCERS
Who (do they talk to about health) (influences their actions) (provides info, products, services)?
Who is the Audience?
Consumer Based Health Communication
“Good communication appeals to the audience in an intelligent manner, as an equal, opting for the highest common denominator rather than the lowest. The approach is more participatory. People are asked to complete the circle and are rewarded for it. This creates a depth of understanding and memorability you can’t get any other way.”
— Jeff Goodby Chief Creative Officer Goodby Silverstein & Partners
What Can Behavioral Theory Do?
Increase risk perception Instill confidence
Popularize behavior
Social Learning Theory
“Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately most human behavior is learned observationally through modeling.”
—Bandura
Patient-Provider Dialogue
AUDIENCE SEGMENTATION
When one size won‟t fit all
All Women of Reproductive Age
How old are they?
How do I reach them?
What‟s important to them?
Pre-contemplators
Contemplators
Identify Potential Segments
VARIABLES
Responsiveness—Readiness to change?
Size & Impact—Who would benefit most? Risk (Perceived & Real)—Who feels vulnerable? Accessibility—Who is easiest to reach? Where?
Segmentation Variables
What do they have in common?
STAGE OF BEHAVIOR (Behavioral Determinant) Readiness, Attitudes, User/Non-User
POTENTIAL AUDIENCE Women of reproductive age
GEOGRAPHIC DIFFERENCE Urban, Rural, Suburban, Red/Blue State
DEMOGRAPHIC DIFFERENCE Age, Gender, Marital Status, Education, Income, Occupation
SOCIOCULTURAL DIFFERENCE Language, Religion
PSYCHOGRAPHIC DIFFERENCE Humanitarian, Fatalistic, Born-again, Risk-taker, High Self-esteem (VALS–p. 132)
Prizm Birds of a Feather
“Geodemographics”
62 neighborhood „clusters‟
Media Habits, Lifestyles Gray Collars, Bohemian Mix, Shotguns & Pickups
EXCHANGE THEORY
Benefit of adopting new behavior outweighs cost
“Costs”
Monetary—$$$ for condoms, immunization, life jacket Not—time, effort, energy, embarrassment, fear, pain
Exit—hardships abandoning current behavior
Entry—sacrifices adopting new behavior
Exchange
YOU GIVE ME YOU GET
$1.00
A Pepsi Thirst quencher Good taste Fun Youthful feeling Girl/boyfriend
Exchange
YOU GIVE ME
$.75
YOU GET
A Condom Protection (Pregnancy/STD) Peace of Mind Sense of Control Hope for Future
“I want my audience to see ____________ as __________________ and as more important and beneficial than _________________.”
Benefit
Immediate—Peace of mind, peer approval, fitting into the prom dress, increased energy, praise Long-term—Prevention of chronic disease, longevity, world peace
THE MARKETING MIX
The 4 P‟s
4 P’s
Product
Price
Place Promotion
The 4 P’s
Product: Design product, service, or behavior Price: Manage costs Place: Make available/accessible
Promotion: Create messages/concepts
Select channels
Questions?