Social Marketing to Promote Adult Immunization
National Immunization Conference
March 4, 2007
Immunization Coalition Technical Assistance Network (IZTA)
Today’s objectives
By the end of this session, you will be able to:
Name elements of AED’s BEHAVE Framework Segment your target audiences Write a behavior/action statement Describe key factors that influence behavior Identify activities to promote adult immunization
2
What is social marketing?
“Social marketing is a process for influencing human behavior using marketing principles for the purpose of societal benefit rather than commercial profit.”
-William A. Smith, AED
3
Social Marketing
Combines a marketing mindset . . .
Product Place Promotion Price
30 25 20 15 10 5 0 M SM H SM 1998 1999
with behavioral science…
. . . for a good cause.
4
The Marketing Mindset
Money $$$$$
Consumer
Coffee Plus Benefits
Marketers
Marketing is about an exchange.
5
The Behavioral Science
Actor’s wants and needs
Actor Action
Benefits and Barriers of action
Key Factors
(Behavioral determinant)
Activity/ Interventions
6
Social marketing alone rarely triggers the ultimate action/behavior.
Other interventions play important roles:
• • •
Service expansion Health provider training Policy reform
7
BEHAVE Framework
ACTOR
in order to help:
ACTION
to:
KEY FACTORS
we will focus on:
ACTIVITIES
through: •Catchy slogan: “Is your body worth 10 seconds?”
College women ages 18-24 nationwide
Take a multivitamin containing 400 micrograms of folic acid every day
•Increasing the sense that taking multivitamin leads to positive consequences •Comparing cost with cost of other “essentials” •Reassuring women that it’s quick and easy
•Consumer Web site •National PR campaign •Events and advertising on college campuses •Retail display stands
8
The BEHAVE Framework…
…names decisions we aren’t aware of ...codifies a way of thinking strategically …allows for behavioral theories …helps organize monitoring/evaluation plans ...was created to enable community groups to plan their own smart projects
9
Questions?
10
BEHAVE Framework
ACTOR
in order to help: through:
College women ages 18-24 nationwide
11
Actor
aka Target Audience, Priority Group, Primary Audience
12
5 Ways to Specify Actors
(aka Audience Segmentation)
Demographic features (e.g. age, race, geography, income, language spoken) Something most of them do Something most of them want Something that keeps them from “doing the right thing” Readiness to adopt behavior
13
Steps to Behavior Change
Knowledge Approval Intention Practice Advocacy
Source: Johns Hopkins University – Center for Communication Programs
14
Steps to Shingles Immunization
Knowledge: Has heard of the shingles vaccine Approval: Thinks vaccine is good Intention: Has made a doctor’s appointment Practice: Has gotten the shingles vaccine Advocacy: Tells his/her friends to get it
15
How to pick an audience segment
Which one has the greatest need? How big is the segment? How easy are they to reach? How likely are they to take action? How feasible is it for your coalition to reach them? Go for the low hanging fruit!
16
EXERCISE Describe your audience!
1. Think of an adult audience that your coalition is trying to reach. 2. Specify your actor three different ways (only one can be demographic) 3. Write your results on the worksheet and be prepared to share your results with the group
17
Know Your Actors
Look at everything from their point of view.
18
What do you need to know?
What do they know about the immunization you want to promote? What do they see as the benefits of getting it? What would keep them from getting it? Where do they obtain health information? Who influences their health decisions? What is important to them in life? What do they value most?
19
Audience Research Methods
Literature review Medscape (WebMD): www.medscape.com PubMed (Nat’l Library of Medicine): www.pubmed.gov Vaccine Factfinder: www.immunofacts.com National Immunization Survey: www.cdc.gov/nip/data/ Pharmaceutical company research studies Regular old Google/Yahoo search Focus groups Interviews with audience members and key informants Surveys – With as little as 50 people Marketers invest millions in market research, but you don’t need a big budget to learn about your audience!
20
Environmental Scan
Recent media coverage about adult vaccines Policies and mandates Financing issues that could impact your campaign Other social marketing campaigns and pharma advertising campaigns Competing messages in the media or community (Ex: Anti-vaccine groups)
21
Summary: Actors
Look at everything from their point of view Use data to make decisions Look for the largest number of people you can reach in the same way Go beyond demographics to describe or segment the group - 5 ways Look for targets of opportunity!
22
Questions?
23
BEHAVE Framework
ACTOR
in order to help:
ACTION
to: through:
College women ages 18-24 nationwide
Take a multivitamin containing 400 micrograms of folic acid every day
24
Action
aka Behavior
25
What is a Behavior?
Action Observable Specific
time, place, quantity, duration, frequency
Measurable Feasible Direct link to improved health outcome
26
Antecedent Behaviors
Help move people closer to behavior change, but not directly linked to the health outcome. • • • • Look at a Web site Call a hotline Make a doctor’s appointment Tell your friends about the flu shot
27
A few words of caution
ning Kn o : wle not dge a is beh avio r! War
Action
ng: ess is rni ren Wa w a A ot a ior! n h av be
28
EXERCISE Name That Behavior!
Each pair takes 1 card Rewrite the behavior so that it is:
directly linked to health outcome observable, measurable, feasible action specific context (time, place, quantity, duration, frequency, etc)
Take a card with an immunization-related behavior and repeat the exercise
29
Summary: Behavior
People’s action is your bottom line Must be observable, measurable, context-specific, feasible, have a direct impact on health outcomes Define the primary behavior as well as antecedent behaviors
30
Questions?
31
BEHAVE Framework
ACTOR
in order to help:
ACTION
to:
KEY FACTORS
we will focus on: through:
College women ages 18-24 nationwide
Take a multivitamin containing 400 micrograms of folic acid every day
•Increasing the sense that taking multivitamin leads to positive consequences •Comparing cost with cost of other “essentials” •Reassuring women that it’s quick and easy
32
What are key factors?
Aka “behavioral determinants”
Factors shown to motivate or “determine” a behavior for a given priority group of people
33
Types of Key Factors
Access Policy Skills Culture Actual consequences Knowledge Perceived benefits Perceived consequences Self-efficacy Perceived social norm Attitudes Intentions
34
Doer/Non-Doer Analysis
Looks at the differences between those who are practicing the behavior and those who are not Helps you figure out which factors will motivate your particular audience to change their behavior
35
Caribbean Data #1 Survey of Youth and Young Adults
All Respondents
Knowledge (Cannot tell by looking that someone has HIV) Perceived Risk (Yes, I am at risk for HIV/AIDS)
75% 26%
Self-Efficacy (I can use a condom)
59%
Perceived Social Norm (My friends think I should use condoms) Perceived Consequences (My partner will distrust me...)
47%
45%
36
Caribbean Data #2 Survey of Youth and Young Adults
Analyzed by Doers and NonDoers
Knowledge (Cannot tell by looking that someone has HIV) Perceived Risk (Yes, I am at risk for HIV/AIDS)
76% 73%
25% 27% 58% 61% 32% 62% 56% 33%
Self-Efficacy (I can use a condom) Perceived Social Norm (My friends think I should use condoms) Perceived Consequences (My partner will distrust me...)
NonDoers (Never Used a Condom) who Agree Doers (Ever Used a Condom) who Agree
37
What does this tell us?
Look for differences between doers and non-doers. Don’t waste resources on factors that don’t distinguish doers from non-doers. Do your own doer/non-doer analysis!
38
Doer/Non-Doer Analysis
Ask 6 questions:
Advantages/disadvantages of IZ What makes it easier/more difficult Who approves/disapproves of IZ
o
o
Give it to at least 50 people – Need responses from 20 doers and 20 non-doers Look for differences between doers and nondoers: These are the factors that matter!
39
Develop messages to address factors that matter
Maximize benefits and minimize barriers Make behaviors FUN, EASY and POPULAR Make a clear “call to action”
40
Sample Ads
What are the benefits being sold in each ad? Are there any “non-health” benefits? What is the call to action? Which one would make you more likely to take action?
41
42
43
44
Boomer Biker Ride - California
Learn more here at NIC!
45
Benefits People Care About
1. 2. 3. 4. 5. 6. 7. 8. 9.
Recognition Pleasure Vitality Saving money Independence Control Achievement Protection of family Ability to save time
10. Adventure 11. Security 12. Positive self-image 13. Social acceptance 14. Comfort 15. Freedom 16. Peace of mind 17. Laughter 18. Health
46
EXERCISE What People Really Want
Pick two benefits from the bowl Look at the immunization behavior that you and your partner “rewrote” Invent two messages or slogans that tie your behavior to those benefits (1 message per benefit) Each message should be < 15 words
47
Summary: Key Factors
Start from Actor: Link the behavior to something people WANT! Start from Action: Doer/NonDoer analysis can pinpoint the most powerful Key Factors Consider the three powerful key factors that influence many behaviors:
Positive consequences or benefits (FUN) Skills, self-efficacy, easing barriers (EASY) Perceived social norms (POPULAR)
48
Questions?
49
BEHAVE Framework
ACTOR
in order to help:
ACTION
to:
KEY FACTORS
we will focus on:
ACTIVITIES
College women ages 18-24 nationwide
Take a multivitamin containing 400 micrograms of folic acid every day
•Increasing the sense that taking multivitamin leads to positive consequences •Comparing cost with cost of other “essentials” •Reassuring women that it’s quick and easy
•Catchy slogan: through: “Is your body worth 10 seconds?” •Consumer Web site •National PR campaign •Events and advertising on college campuses •Retail display stands
50
Social Marketing Activities to Promote Adult Immunizations
Mass media campaigns Community events Ex: Health fairs Senior dances Walks/runs Work site immunization contests Events at hardware stores to promote tetanus shots Immunization messages in church sermons Baby boomer motorcycle ride
51
KEY FACTORS
we will focus on:
ACTIVITIES
through:
•Increasing the sense that taking multivitamin leads to positive consequences •Comparing cost with cost of other “essentials” •Reassuring women that it’s quick and easy
•Catchy slogan: “Is your body worth 10 seconds?” •Consumer Web site •National PR campaign •Events and advertising on college campuses •Retail display stands
52
The right activity mix….
Reaches enough people Makes clear call to action Addresses all key factors Minimizes barriers Works together Fits budget Not too burdensome for staff Practical number of activities that work with budget and staff resources
53
Summary
Go beyond demographics to segment your audience. Identify specific, observable, measurable and feasible behaviors to promote. Look at the differences between immunizers and non-immunizers in your community. Promote benefits of immunization that your audience cares about. Plan activities last. Each one must link back to a key behavioral factor.
54
Now it’s your turn!
Before planning your next campaign, work through AED’s BEHAVE Framework together with your coalition members. All you need: A few people willing to ask some questions, collect answers and do some smart thinking!
55
Any Final Questions?
56