Describe the impact of social marketing in health promotion strategies.

Social Marketing*

Health Promotion Strategies & Tactics (COH430)

National University

* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.

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Chapter 5 Learning Objectives

1. Learn the differences between marketing and social marketing.

2. Understand the social marketing process.

3. Learn tips and techniques to overcome social marketing concerns.

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  • Marketing
  • Analysis, planning, implementation, and control of carefully formulated programs
  • Based on consumer research
  • Designed to bring about voluntary exchanges of values
  • Purpose of achieving organizations’ goals and objectives
  • Special niche for marketing in health education

Social Marketing – Introduction

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Marketing and Health Communication

  • What is “marketing”
  • Formulated program based on consumer research
  • Involves analysis, planning, implementation and control
  • Goal: achieve organizational goals and objectives through voluntary exchange of values with target population

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Social Marketing – Defined

  • Based on marketing
  • Is “the process for influencing human behavior on a larger scale, using marketing principles for the purpose of societal benefit rather than commercial profit” (Smith, 2000, p.11).
  • For messages to take hold programmatic elements must be added – these elements add up to social marketing

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Social Marketing is not Health Communication

  • Health Communication is:
  • “…crafting and delivery of messages and strategies based on consumer research to promote the health of individuals and communities” (Bensley & Brookins-Fisher, p.105).

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Social Marketing and Public Health

  • Used successfully to:
  • increase health care and health education program use
  • Improve client satisfaction
  • Achieve social and health behavior change
  • Effective in:
  • Increasing contraceptive use
  • Reducing blood pressure
  • Increasing consumption of fruits and vegetables

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  • Marketing plan
  • Analyze problem and situation
  • Use interviews, focus groups, or surveys
  • Set overall goal
  • Conduct market analysis
  • Marketing mix
  • Initial design
  • Test marketing

Social Marketing – Process Overview

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  • The problem
  • A difference in the actual state and the desired state of a situation

Social Marketing – Problem/Situation

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  • Ways to identify a problem
  • Observation
  • Interviews
  • Surveys
  • focus population
  • other people/organizations

Social Marketing – Problem/Situation

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  • Marketing Concepts
  • Consumer Orientation
  • Needs and wants of the consumer
  • If we meet the needs and wants of the target population we can influence behavior change
  • Exchange
  • Takes place between consumers and companies
  • Using promotion techniques, offer product at right price, through correct channels
  • Exchange : Consumers give up what they currently have, use, or believe
  • What is being offered

Social Marketing – Concepts

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Social Marketing Concepts

  • Segment Focus Audience
  • Market Segmentation
  • Influence Channel Analysis
  • Demand
  • Negative
  • None
  • Latent
  • Falling
  • Irregular
  • Full
  • Overall
  • Unwholesome
  • Competition
  • Marketing Mix
  • Four P’s (Product, Price, Place, Promotion)
  • Expansion of Four P’s
  • Public
  • Partnership
  • Policy
  • Purse Strings
  • Positioning and Consumer Satisfaction
  • Brand Loyalty

Social Marketing – Concepts

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  • Market segmentation
  • Creating subgroups to be reached by a specific program
  • Demographics
  • age, race, location, gender
  • Psychographics
  • attitudes, interests, values, lifestyles
  • Behavioral variables
  • benefits sought, loyalty status, readiness to change

Social Marketing – Concepts

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  • Market segmentation
  • Primary audiences
  • The people whose behavior is to be changed
  • Secondary audiences
  • Groups that influence the behavior of intended audiences
  • Not Universal audiences
  • Not the general public

Social Marketing – Concepts

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  • Influence channel analysis
  • Determines the most effective way to make
  • Services,
  • Products and
  • Programs accessible to a focus population

Social Marketing – Concepts

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  • Demand
  • Degree to which a transaction is wanted
  • Negative demand
  • A large segment of the market dislikes a product
  • Would pay to avoid it
  • No demand
  • Customers are unmotivated or indifferent

Social Marketing – Concepts

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  • Latent demand
  • Cannot find an existing product that meets a need consumers want satisfied
  • Falling demand
  • A significant drop in the level of demand
  • Irregular demand
  • Fluctuation in the use of a product
  • Based on a season or day of week

Social Marketing – Concepts

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  • Full demand
  • A company has all the business it needs
  • Overall demand
  • Demand is higher than the organization can or wants to handle
  • Unwholesome demand
  • Dangerous or harmful products are distributed by competitors

Social Marketing – Concepts

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  • Competition
  • Alternatives to an offering
  • Same product/program offered by someone else
  • More appealing version of product offered
  • More appealing method for same benefits
  • Wanting to accomplish something before engaging in activity

Social Marketing – Concepts

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  • Marketing mix
  • Combination of factors put together
  • Understanding of the wants/needs
  • focused market segment
  • Make the focused market segment want to
  • exchange what they currently do or believe
  • for the product, service, or idea being offered

Social Marketing – Concepts

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  • 4 P’s Marketing mix
  • Product
  • Price
  • Place
  • Promotion

Social Marketing – Concepts

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  • 4 P’s Expansion
  • Public
  • Partnership
  • Policy
  • Purse Strings

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  • Public
  • Stakeholders in the program
  • Partnership
  • Teaming up with another organization
  • Address complex problems

Social Marketing – Concepts

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  • Policy
  • Environmental and contextual changes
  • to support behavior change
  • Purse strings
  • Funding sources to support social marketing

Social Marketing – Concepts

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  • Positioning
  • Creating a personality for an offering
  • Based on its key attributes
  • Well-positioned offerings hold a unique place in the consumers mind

Social Marketing – C0ncepts

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  • Consumer satisfaction
  • Giving people what they expect
  • Giving people more than they expect
  • Satisfied customers tell ~3 people about their positive experience
  • Demonstrated through research

Social Marketing – Concepts

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  • Brand loyalty
  • A consistent preference for and choice of
  • A particular company’s product or service
  • Develops among customers over time
  • One company has proven “satisfactory”
  • Customers are most likely to pick them

Social Marketing – Concepts

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  • Three levels of Brand Loyalty
  • Brand recognition
  • Brand preference
  • Brand insistence

Social Marketing – Concepts

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  • Overcoming Challenges
  • Do not limit the marketing process
  • Take a step-by-step approach
  • Devise an evaluation plan
  • Overcome social marketing concerns

Social Marketing – Challenges

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  • Step-by-Step Approach
  • Know oneself
  • Start at the top
  • Start doing research
  • Rub shoulders with real marketers
  • Hire marketing specialists

Social Marketing – Approach

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  • Step-by-Step Approach
  • Reward risk-taking and experimentation
  • Look for consumer barriers to dismantle
  • Continually reassess all four P’s
  • Conduct routine “marketing audits”
  • Go about tasks in a different way

Social Marketing – Approach

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  • Overcome Concerns
  • Market analysis problems
  • Market segmentation problems
  • Product strategy problems
  • Pricing strategy problems

Social Marketing – Concerns

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  • Overcome Concerns
  • Channel strategy problems
  • Communications strategy problems
  • Organizational design and planning problems
  • Evaluation problems

Social Marketing – Concerns

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  • Expected Outcomes
  • Positive health outcomes
  • Successful selling
  • Greater understanding of community
  • Partnerships
  • Updated strategies

Social Marketing – Outcomes

Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)

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Successful Social Marketing Campaigns

  • Washington Heights low-fat milk campaign in New York City
  • Link to Article (NIH)
  • Pawtucket Heart Health Program
  • Link to Article (PDF)
  • “Click it or Ticket” May 2014 Mobilization Plan
  • Link to Work Plan

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Successful Social Marketing Campaigns

  • Florida Truth© Campaign
  • Link to Case Study
  • WIC Breastfeeding Promotion Project
  • Link to Project

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