Marketing Strategies for Mammography Machines by odi11870

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									Social Marketing 101
               Social Marketing
•   Uses commercial marketing techniques to
    contribute to
    –   Individual well being
    –   Good of society
             Marketing
Consumer/Product         Social/Issue
   Marketing              Marketing




 Acquire, Consume,
Maintain Product Use

                       Abandon, Replace,
                        Sustain Positive
                           Behavior
Commercial vs. Social
   Marketing
     Understanding social
  marketing: Differences from
    commercial marketing
• Often negative
  demand
• Sensitive issues
• Invisible benefits
• Benefits to 3rd parties
• Politics
    Differences between social and
        commercial marketing
•   Public scrutiny
•   Multiple publics
•   Limited budgets
•   Huge expectations
•   Strategy restrictions
•   Culture conflict
           Mammography Rates
70.0%

                       NCI
60.0%
                     Guidelines
50.0%


40.0%                                                      White, Non-Hispanic
                                                           Black, Non-Hispanic
30.0%                                                      Hispanic


20.0%


10.0%


0.0%
           1987         1989
        Percentage of women 50+ who have had a mammogram
        Source: Institute of Medicine
           •NCI screening guidelines
Creating   •Standards for mammography machines
 Social    •Regulatory changes for self-referral
Change     •Malpractice for failure to diagnose
           •Social Marketing Campaign
           •Partnerships/TV shows
               •Revlon
               •Avon
               •NBC/Univision
               •NBA
               •YWCA
           •Media Relations
           •White House Summits
           •Insurance coverage – private & Medicare
           •Breast Cancer Awareness Month
           •Race for the Cure
           •GE Corporate Advertising
            Mammography Rates
70.0%


60.0%


50.0%


40.0%                                                      White, Non-Hispanic
                                                           Black, Non-Hispanic
30.0%                                                      Hispanic


20.0%


10.0%


0.0%
           1987         1990         1991         1993
        Percentage of women 50+ who have had a mammogram
        Source: Institute of Medicine
        Behavior Change Paradigm


            Knowledge   Relevancy                Trial      Sustained
Awareness                            Readiness
            (Concern)   (Attitude)               Behavior   Behavior
Social Marketing is Research- Based
       and Customer-Focused
      Social Marketing 101:
• Social Marketing Principles
• Social Marketing Communication Model
           Core Principles
• Information dissemination does not translate
  into behavior change
• Make a very specific “ask.”
• It is all about the consumer
• What’s in it for me?
The bottom line is the influence of behavior

 • Social Marketing advocates four types of
   actions:
    – One-time actions
       • Donating an organ
    – Repeated but finite actions
       • Getting a child immunized or going to drug rehab




                                                     Principles
The bottom line is the influence of behavior

 • Social Marketing advocates four types of
   actions:
    – Permanent life style changes
       • Recycling or quitting smoking
    – Situational actions
       • Using a designated driver




                                         Principles
           Barriers to Action
•   Impossible
•   Too complex
•   Require too much time
•   Lack priority
•   Forgotten



                                Principles
               Getting Action
• Make the impossible possible
    – Availability, access & reduce $$ cost
•   Make the complex simple
•   Minimize the time inconvenience
•   Increase the urgency
•   Abolish forgetting


                                              Principles
          Maintaining Action
• Sources of Disappointment
  –   Unsatisfactory positive consequences
  –   Excessive negative consequences
  –   Important people provide negative feedback
  –   Behavioral control was less than expected
       • System
       • Consumer



                                             Principles
Maintaining Action—What can we
              do?
•   Control expectations
•   Make hidden benefits visible
•   Improve the system
•   Enlist the support of significant others
•   Redouble skills training



                                               Principles
         Customer-Driven
• Always listen to your customers
• Have to see the world through their eyes
• Must understand and know their needs and
  wants NOT your own
• Listen through consumer research:
               - Focus groups
               - In-depths
               - Surveys


                                      Principles
It is all about the consumer


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    http://bringtheloveback.com/
Social Marketing Program Must
be benefit-focused…
          Rewards/Benefits
• Intrinsic
  – Self persuasion—―I am doing the right thing‖
• Extrinsic
  – Work but must be used carefully—they wear
    out
  – Ethical dilemma—doing it for the wrong reason



                                            Principles
     Social Marketing 101:
• Social Marketing Principles
• Social Marketing Communication Model
   Information Dissemination
            Model

   Organization                 Target Audience
                  Information




Disseminate information and they come?
INFORMATION DISSEMINATION BY ITSELF DOES
NOT WORK!
                                          SM Communication
                       Social Marketing
Organizational       Communication Model
Reality:
•Policy
•Regulations
•Requirements
•Needs                                      Message Execution &
                       Core Message                                    Desired
                                               Dissemination:          Action
                         Strategy:
Consumer Reality                              What is image?
                     What is the action?
Who is the target?                            What are the
                     What is the promise?
•Attitudes           What is the support?
                                               openings?
•Feelings
•Values
•Needs
•Desires                                                          Evaluation
•Behavior
•Belief



              SM Communication
Six Strategic Questions Answered
        Through Research
1. Who is the target audience?
2. What is the action that we would like our target
   audience to take as a result of our
   communication?
3. What are rewards/benefits can we offer the
   target audience?
4. How can we support our claim?
5. When are consumers open to receive our
   messages?
6. What is the current and desired image of the
   behavior?                              SM Communication
1. THE TARGET


  Who is the target and
  what is their reality?
  What are they like as
    “individuals”?
                             Target
• Who is the target and what are they like?
   – Target audience should be as specific as possible
   – A vivid picture of ―individual‖—not a set of demographics
   – Develop a ―composite portrait‖:
      • How does this person look like?
      • What is his/her lifestyle?
      • How does he/she spend leisure time?




                                                   SM Communication
― It gives me something to get up for
  each day…I have something to do. [It]
  makes me feel good about myself and a
  part of things, like I belong. It gives
  me something fun to do with my
  friends and spend my time on…‖

                          17 year old boy
    Isn’t our target all people?
• Response: No
• You can’t be everything to
  every person
• You already target
  segments of people
• The choice is to target:
   – Consciously or
   – By default

                               SM Communication
Kid Country, USA
                     Widely scattered throughout the nation’s heartland, Kid
                     Country, USA is a segment dominated by large families
                     living in small towns. Predominantly white, with an above-
                     average concentration of Hispanics, these young, these
                     working-class households include homeowners, renters and
                     military personnel living in base housing; about 20 percent
                     of residents own mobile homes.


Shotguns & Pickups
                     The segment known as Shotguns & Pickups came by its
                     moniker honestly: it scores near the top of all lifestyles
                     for owning hunting rifles and pickup trucks. These
                     Americans tend to be young, working-class couples with
                     large families—more than half have two or more kids—
                     living in small homes and manufactured housing. Nearly
                     a third of residents live in mobile homes, more than
                     anywhere else in the nation.
           Where is our audience?
              Greenville, MS




Four Ready to Learn Segments in Greenville (N=1396; 14% of Greenville’s
population; each dot represents 10 RTL households)
2. ACTION
      What Are They Doing Now?
        Competitive Actions
• What is their current behavior?
• Why are they doing this?
• What do get out of it?
               For Example
•   Call to enroll in your program
•   Contribute to your organization
•   Sign up to be a volunteer
•   Share medical history with relatives
Action
Action
          What Gets in the Way of Being
                 More Active?
• Because physical activity is not
  expected to be fun, a variety of
  obstacles come up as excuses
   – Other responsibilities or priorities
   – Boredom, difficulty, or hassle of
     exercise
   – Social discomfort (embarrassment
     working out with younger or more fit)
   – Reluctance to make ―new time‖ (hard
     to get up earlier or stay up later)
   – Weather and safety
   – Tendency to slow down as you get
     older


                                             Physical Activity Example
Obstacles                              Physical Activity Example


     “If you’ve got an important deadline, it’s so easy
     just to stay at the office and work through until
                       you’re done.”
     “Going down in the basement and getting on that
        treadmill is no fun. It’s especially hard to get
         out of a warm bed on a cold morning to do
                             this.”
     “Sometimes it bothers me when other people are
       around. Sometimes I just won’t – if they have
        their cute suits on and their husbands. I just
                       don’t want to go.”
      “It’s very easy to move straight from the dinner
         table to the comfortable chair and fall prey to
              the television until it’s time for bed.”
      “I have to do something before I get home from
                work. If I go home, it’s all over.”
3. REWARD
          Rewards/Benefits
• What reward should the message promise
  the individual?
  – Subjective/personal
  – Reward is in the immediate present NOT in the
    future (e.g., smoking)




                                        SM Communication
                 Warning:
You are not the target audience…
 It’s consumer wants… not our perception
 of their needs

• If I adopt a child instead of being childless I
  will do something good for the society
• NO!!!!
                                        SM Communication
Attributes vs. Benefits
           Connect To Values




http://www.youtube.com/watch?v=c4xmFcrJexk&feature=related
http://www.thetruth.com/videos/
    4. SUPPORT
Why should they believe us?
                        Support

• What makes our reward believable?
• What makes the action feasible?
• Support comes from:
   – Scientific facts/data
   – Personal stories (testimonials, people like me are doing
     it)
   – How we communicate our message
   – Perceived social norms

     Determine which of these will be most
     credible to your audience
 Make sure that support is
  relevant to the reward
Eating more fruits and vegetables . .
• Decreasing risk of heart disease vs. helping you
  maintain a healthy weight
Not smoking for teenagers . . .
• Decreases risk of lung cancer vs. making you more
  attractive/making you more of an individual
Support
Support
5. OPENINGS
               Openings
Openings are not about how we get our
message Out.

Openings are about how our audience takes
our message In.



                                            53
      Good Openings For
    Reaching Your Audience
Times, places, situations, states of mind when
they are:
• Ready to hear your message
• Looking for your benefits
• In a position to act
6. IMAGE
                  Image
• Every action/organization has an image
• Image is conveyed through tone,
  personality, emotions, and signals
• Image says, ―They are talking to me‖
• There is a need to understand an
  organization/product’s current image as
  well as its desired image

                                     SM Communication
        An Effective Image:
• Is appealing and relevant
• Is original and distinctive
• Tells the audience,
  ―I’m speaking to you‖




                                58
Are They Talking To Me?
 Courtesy of:
UAB Center for
Palliative Care

								
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