Social Marketing Focus on Behavior Change

Social Marketing: Focus on Behavior Change Heidi Keller AHQA Conference February 22, 2004 Social Marketing defined: “Social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.” (Andreason, 1995) Consumer Orientation • Understand • Respond to their wants and needs Definition: Key Concepts • Uses commercial marketing technologies and theory • Influence, rather than coercive strategies • Brings about voluntary behavior change • Targets specific audiences • Focus is on personal welfare and that of society Potential Applications • Increases Utilization Rates • Improve Client Satisfaction • Improve Job Satisfaction • Enhance Compliance Public Health Applications • Promote Healthy Behaviors – Promote physical activity – Prevent Tobacco Use • Promote Services – Immunizations – WIC Nutrition Program AHQA Applications • Focus on physicians • Who are other potential targets? Traditional Approaches • Top Down Planning • Expert Driven • Education • Persuasion • Behavioral Modification Hard to Reach • What is wrong with them? Marketing Mind-set • What is wrong with our programs? • What do we need to offer them to offset their costs? • What would make our product more attractive than the competition? Distinguishing Features Social Change Strategy • Moving from: expert driven, organizational orientation • To: Audience driven, consumer orientation Exchange Theory • Exchange time and effort for benefits • Make an attractive offer – Create an awareness that the problem exists – Demonstrate your product’s benefits – Help lower the price Competition Keep a Keen Eye on The Competition • They can go somewhere else • They can do something else • They must find your offer more attractive Systematic Data Based Decision Making • Know your Audience: What They Want and Need • Identify the Specific Behavior To Promote • Identify Factors that Influence Their Behavior • Design Effective Interventions Willingness to Change the Offer • Committed to Designing Products Consumers Want • Committed to Modifying Services • Committed to Monitoring the Wants and Needs • Continuous Quality Improvement Commercial Marketing The Organizing Principle Marketing • Market audience segmentation • Product development • Pricing • Testing • Distribution The Four P’s • Product • Price • Place • Promotion Product • What We’re Offering People – – – – – Idea Commodity (tangible good or service) Attitude Behavior Service Product Must Be: • Solution to a Problem – Benefits – Unique – Competitive • Real: – defined in terms of the user’s beliefs, practices, and values Place or Channels • Where Tangible Products Purchased • Where People Are In Right Frame of Mind to Attend to Message • Where Service is Provided • Where People Will Act Important Considerations for Place: • Available • Easy to Find and Use • Appropriate • Timely Promotion What most people associate with social marketing Promotion • Creation of messages that are memorable and persuasive • Message design elements – Type of Appeal – Tone – Spokesperson Steps 1. Initial Planning 2. Formative Research 3. Strategy Formation 4. Program Development 5. Program Implementation 6. Tracking and Evaluation Initial Planning • Use existing data • Use planning model to make preliminary decisions – eliminate options – guess best options • Make list of data needs Formative Research • Identify subgroups that differ – Benefits or barriers – Readiness to adopt product • Understand consumers’ wants and needs • Identify factors that influence behavior Strategy Development • Select target audiences • Set behavioral objectives for each segment • Design interventions for addressing behavioral determinants Comprehensive Strategy • Product strategy - maximize benefits • Pricing strategy - minimize price • Overcome other barriers • Enhance skills, social support Comprehensive Strategy Placement Strategy • Where to offer tangible products • Where to offer services • Where to place information Message Design Guidelines • Audience: To whom is the message addressed? • Behavioral Objective: What are you asking them to do? • Benefits: What will they get if they do it? • How can you support the promise? Campaign Development • Materials development and pre-testing • Professional training materials • Product development • Develop system for monitoring and tracking progress Implementation • Coordination • Sustainability • Training and motivation of front line “sales force” • Distribution of materials • Dissemination of information Tracking and Evaluation • Collect information on progress • Use tracking information to make needed mid-course revisions • Assess program impact and costeffectiveness • Use findings to identify new problems that require re-planning Summary • Social marketing is more than social advertising • It uses a systematic model to plan effective interventions • Based on understanding what consumer wants and needs • Behavior is the bottom line Systematic Data Based Decision Making • Know the audience: What do they want and need? • Specify the behavioral objective: What do I want to help them do? • Identify behavioral determinants: What factors do I need to address? – benefits, barriers, social norms, self efficacy Interventions • What am I offering? What’s my product? • Price? • Place? • Promotional activities? Social Marketing Logic Model Component Target Audiences Desired Behavior Determinants of Behavior Strategies/ Interventions for Change Social Marketing Logic Model Component Target Audiences Desired Behavior Determinants of Behavior Strategies/ Interventions for Change Social Marketing Logic Model Component Target Audiences Desired Behavior Determinants of Behavior Strategies/ Interventions for Change Resources • Social Marketing: Improving the Quality of Life. Pillip Kotler, Ned Roberto, Nancy Lee • Fostering Sustainable Behavior: An William Smith Introduction to Community-Based Social Marketing. Doug McKenzie-Mohr, Resources Pre-Testing Materials: “Guidelines for Developing Easy to Read Materials” http://www3.doh.wa.gov/here/howto/toolb ox Thank you!