Download Social Marketing - Health Education Partners

Let’s Use Social Marketing
Why Let the Devil Have the Best Tunes?
Jim Grizzell, MBA, MA, CHES, HFI, FACHA
Faculty: Cal Poly Pomona, Georgetown University / Staff Emeritus: Cal Poly Pomona
Specialty
Care
Primary Care
Activities no feedback
Health Systems
Activities w/ Health Education
Community &
Neighborhood Collaboration
Health Communication,
Ecological / Environmental Approach
Policies
Agenda
 Social Marketing Definitions
 Benefits of Social Marketing
 Where it Fits in Health Promotion
 What Social Marketing is NOT
 What Social Marketing is About
 First Things First
 The Approach: Framework, Model
 Concepts: Competition and Exchange
 4 Ps: the Marketing Mix
2
Social Marketing Defined
The application of marketing technologies
where the bottom line is behavior change.
 Marketing Social Change by Alan Andreasen, PhD, Professor
of Marketing, McDonough School of Business, Georgetown
University; Executive Director, Social Marketing Institute
A process for influencing human behavior on a
large scale, using marketing principles for the
purpose of societal benefit rather than
commercial profit.
 William Smith, EdD, Executive Vice President, Academy for
Educational Development
3
Social Marketing Defined
The consumer-driven application of marketing
principles and techniques to program
development, implementation, and evaluation in
an effort to promote change or modification in
health behavior.
 Dictionary of Public Health Promotion and Education: terms
and concepts by Naomi Modeste, DrPH, Chair, Department of
Health Education, School of Public Health, Loma Linda
University, and Teri Tamayose, MBA, MPH
4
Social Marketing Defined
Social marketing is concerned with the
application of marketing knowledge, concepts
and techniques to enhance social as well as
economic ends.
 Social Marketing: Why Should the Devil have All the Best
Tunes? by Gerard Hastings PhD, Director, Institute for Social
Marketing
 www.ism.stir.ac.uk/index.htm
5
Best Definition
Coordinated activities that comprise a program
to make behaviors desired
 Fun
 “Are the consequences of behavior both
real and rewarding for me?”
 Easy
 “Can I do it? Am I capable?”
 Popular
 “What do the people I care about want me
to do?”
6
Social Marketing Jeopardy
The advantages that the
audience identifies with a
behavior.
Benefits
#1
Benefits of Using Social Marketing
Provides a 360 view
of the issue
Develops culturally
appropriate interventions
Involves those affected
by the issue
Enables effective
use of resources
9
Benefits of Using Social Marketing
It offers coordinated, multiple intervention tactics!
It can be used for “downstream,” “side stream”
and “upstream” influence.
10
Social Marketing’s Fit
Continuum of Interventions
Ecological / Environmental Approach
11
Social Marketing’s Fit
Intervention Pyramid
Low
High
Reach
Specialty
Care
Cost
Primary Care
Activities no feedback
Health Systems
Activities w/ Health Education
Community & Neighborhood
Partnerships & Collaboration
Health Communication, Social
Ecological Model / Environmental Approach
12
High
Policies
Low
Social Marketing’s Fit
Intervention Pyramid
Specialty
Care
Primary Care
Activities no feedback
Health Systems
Activities w/ Health Education
Community &
Neighborhood Collaboration
Health Communication,
Ecological / Environmental Approach
Policies
13
What Social Marketing Is Not
 Not social norms marketing, promotion or advertising
 Not driven by organizational experts’ agendas
 Not promotion or media outreach only
 Not social media marketing
 Not social advertising
 Not about coercing behaviors
 Not a “one approach” model
Don’t think media first!
14
What Social Marketing Is Not
15
Social Marketing Jeopardy
#2
This P refers to: 1) the desired
behavior and associated benefits
your are asking the audience to do or
2) tangible objects or services that
support or facilitate behavior change.
Product
Got Behavior Change?
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
1994
1995
1996
Consumption
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1997
1998
Media Buy
1999
Awareness
2000
What is Marketing About?
It’s about Behavior
• Not driving after drinking
• Not smoking
• Managing stress
• Eating 5 servings of fruits & vegetables
• Not physically abusing/assaulting
• Approving and implementing environmental
changes on campus
18
Social Marketing Jeopardy
#3
The group(s) of individuals
that your social marketing
program seeks to reach and
influence.
Target Audience
Social Marketing Jeopardy
Factors (internal or external
to the individual) that
influence the individual’s
actions or behavior.
Determinants of Behavior
#4
What is Marketing About?
It’s about Students
Not all of them all at once!
But specific groups of students . . .
. . . and others
21
. . .So, What Affects Behavior?
Internal
 Knowledge and beliefs
 Attitudes
 Perceived risk
 Perceived consequences
 Self efficacy
22
. . .So, What Affects Behavior?
External
 Access
 Skills
 Actual consequences
 Cultural beliefs and values
 Policies
23
Social Marketing Jeopardy
Hindrances to desired
behavior change that are
identified by the audience.
Barriers
#5
Marketing is more about lowering
barriers and increasing benefits!
25
What is Marketing About?
It’s about Decreasing Barriers &
Increasing Benefits of Behavior
• Seek help to minimize abuser violent behavior
• Reduce barriers
• Free telephone counseling by men skilled, trained and experienced
in dealing with violent men
• Able to gain the trust of men, listen to their stories, and assess their
level of denial and minimization
• Confront men about violence and encourage them to get into
programs, communication that avoids being judgmental
• Provide benefits
• Keep their relationships intact
• Have a positive impact on their children
26
What is Marketing About?
It’s about Decreasing Barriers &
Increasing Benefits of Behavior
• Not driving after drinking
• Reduce barriers
• Provide low cost luxury limousine service
• Personal control of own life
• Provide benefits
• Be, feel, look cool
• www.roadcrewonline.org
• No “That Guy” behavior
• www.thatguy.com
27
Program Planning Framework
 Multidisciplinary and comprehensive programs
to influence behaviors
 Based on research to understand point of view
of the target audience
 Interventions that integrate audience needs
with needs of sponsors – exchange
 Considers competition and exchanges
 Ongoing monitoring and evaluation
28
Social Marketing Jeopardy
#6
A guiding plan of action for your
entire social marketing
program.
Market Strategy
Social Marketing Jeopardy
Research designed to enhance our
understanding of the target audience’s
characteristics, attitudes, beliefs,
values, behaviors, determinants,
benefits and barriers to behavior
change.
Market Research
#7
First Things First! Apply Best Practices
31
Competitive Advantages
 Extremely pre/post tested
 Distills comprehensive best practices
 Vetted by major players in social marketing
 >700 resources
 CDC originated
 CDCynergy is almost a requirement for funding
 Looked on very favorably
 Recognized nationally and internationally
www.orau.gov/cdcynergy/soc2web/default.htm
32
Social Marketing:
A Model for Interventions that Facilitate Behavior Change
WHAT IS
THE
HEALTH
PROBLEM?
What
actions
could
reduce the
problem?
33
WHO MUST
ACT TO
RESOLVE
PROBLEM?
Upstream &
Downstream
Target
audiences
Stakeholder,
group, or
individual
market
research /
campus
community
assessment
Social Marketing as a
Model for Interventions
that Facilitate Change,
Susan D. Kirby, 1995
WHY THEY WANT TO DO IT
Pricing
What’s in it for the audience? What is the “deep” insight
about the audience. What will move and motivate the
audience?
Increase knowledge of benefits they want, decrease barriers,
improve self-efficacy, increase social pressure or norms
WHERE (HOW) THEY CAN DO BEHAVIOR
Place
Home, campus, classrooms, work recreation places
Where do they get what they need for the behavior?
Specific clinics
Product offering
** may be where they learn how to do behavior (training)
WHAT ACTION MUST BE TAKEN
Product or Behavior
Describing the action in a way that is relevant to the target
audience and helps fulfill some unmet need, but not contrary
to science
HOW YOU TELL THEM ABOUT THE WHAT, WHY,
WHERE AND HOW
Promotion or Communication
Classroom teaching, work-, campus-site education
Mass media messages
Small group discussion, campus-community meetings
Patient/clinician interaction
Point of purchase display
Marketing
Mix
IMPLEMENTATION
Using your
marketing mix to
get to the audience
EVALUATION
Did you do what
you said you
would?
Did it work?
How do you know?
Social Marketing “Benchmarks”
• No theory of social marketing
• Benchmarks
– Customer orientation
– Behavior
– Theory
– Insight
– Exchanges
– Competition
– Audience segmentation and targeting
– Marketing mix
– Continuous and strategic formative & process
research, monitoring and evaluation
Social Marketing Jeopardy
The concept that people compare
the costs and benefits of
performing a behavior before
actually doing it.
Exchange
#8
Social Marketing Jeopardy
#9
The behaviors and related
benefits that the target
audience are accustomed to or
may prefer over the behavior
you are promoting.
Competition
Key Concept - Competition
 Target audience can go somewhere else
or do something else or maintain current
behavior
 Modify program, delivery, service
provider or the product to make the
competing behavior less attractive, less
available, or more costly
37
Key Concept - Exchange
 Increase or
highlight the
benefits
 Decrease or
de-emphasize
the barriers
• Change the product, price, place or promotion
to meet the exchange, if necessary
38
Exchange
You Give Me
$1.00
39
You Get
A Pepsi
 a thirst quencher
 good taste
 fun
 youthful feeling
 girl/boyfriend
Exchange
You Give Me
75¢
You Get
A Condom
 Embarrassment
 protection against
 Loss of Pleasure
 Argument

 Relationship

difficulties



40
pregnancy
protection against STDs
peace of mind
sense of control
hope for the future
a date
Exchange
You Give Me
Money
Time
Momentary discomfort
You Get
An immunization
 Better health
 Avoidance of greater
discomfort (sickness)
 Ability to go to school,
work, travel
41
Define the Health Problem
 Review epidemiologic data
sources/literature
 Secondary and primary research
 Identify what actions/behavior change
could reduce the problem
 Identify preliminary target audience and
target behavior
42
Identify Who Must Act to Solve
Problem
 Collect and analyze demographic,
socioeconomic, cultural and other data on
target audience
 Segment them into smaller, more
homogeneous groups for which uniquely
appropriate programs and interventions can be
designed
 Individuals, groups, decision makers
43
Identify Who Must Act to Solve
Problem
 Select target segments for your program
and plan research
44
Conduct Formative Research
 Understand selected target segment: needs,
wants, hopes, fears, knowledge, attitude,
behavior, perceived risk
 Research behavioral determinants of desired
behavior for selected target segment
 Deep “insight”
 Plan initial concepts and program elements
45
Develop Project & Interventions
 Set measurable behavioral objectives for
selected segment
 Design intervention for selected segment
 Apply marketing principles (the “marketing
mix”)
 Pre-test all products, services and messages
including intervention
46
Social Marketing Jeopardy
#10
This P is where and when the
target audience 1) will perform the
desired behavior or 2) will access
program products/services or 3) is
thinking about your health issue.
Place
Social Marketing Jeopardy
This P includes the
communication messages,
materials, channels and
activities that will effectively
reach your audience.
Promotion
#11
Social Marketing Jeopardy
#12
This P refers to the costs (financial,
emotional, psychological, or time )
or barriers the audience members
face in making the desired
behavior change.
Price
How Does Marketing Do This?
It’s about the “4 Ps”
•
•
•
•
Product
Price
Place
Promotion
• Policies – Sometimes called a 5th P
50
Marketing “Strategies”
-- What are We Offering
(Product)
 The behavior we want people to do
 The “bundle of benefits” that people
tell us are important to them (may not
be health-related)
 Tangible services and products to
make the behavior easier to do
51
Marketing “Strategies”
Barriers/Benefits
(Price)
 Cost to the target audience of changing
behavior
 Can be financial, or more often related to other
“costs”
 time
 effort
 lifestyle
 psychological cost
52
Marketing “Strategies”
Where we Offer It
(Place)
Placing services, products and activities at
places or times that:
• people are likely to be thinking about the
problem/issues
• are convenient for people
• they are likely to see/hear the information
• are where they will act
53
Marketing “Strategies”
Providing Information
(Promotion)
Presenting information in a way that:
• is memorable
• stands-out from competing messages
•
•
•
•
54
is repeated again, and again, and again
has a “call to action”
respects culture
is in a place and at a time they will notice
Marketing “Strategies”
Providing Information
(Promotion)
Communicating to the audience about
product/program, price, and place variables






55
News stores
Letters to the editor
PSAs
Brochures
Word-of-mouth/face-to-face
Education sessions






Advertising
Media relations
Events
Personal selling
Entertainment
Direct mail
Deliver and Monitor Program
 Train and motivate front line staff
 Build products and programs and
execute
 Distribute materials
 Refine product/program and materials
as mid-course monitoring data suggests
56
Monitor and Revise
www.gotmilk.com
Conduct Evaluation
 Conduct process and outcome evaluation
 Linked to behavior objectives
 Did you reach target audience
 Did program have an impact
 Did desired outcome occur, why/why not
 Revise evaluation plans and models in
accordance with program changes
58
Think Like a Marketer
 Think Behavior Change
 Know (really know!) your Audience
 Think Benefits, Costs, Competition and
Exchange
 When/Where in Right Frame of Mind?
 When/Where is Right Place & Time?
 Make it fun, easy and popular! ! ! !
59
Questions and Answers
Next Step
Your turn to be a social marketer!
Contact me at:
Jim Grizzell
[email protected]
(909 856-3350
www.csupomona.edu/~jvgrizzell
www.healthedpartners.org/ceu/sm
Specialty
Care
Primary Care
Activities no feedback
Health Systems
Activities w/ Health Education
Community &
Neighborhood Collaboration
Health Communication,
Ecological / Environmental Approach
Policies
Logic Model
Survey Question Themes
 Communicate and engage with and
increase awareness of students,
messages
 Increase attendance/participation,
draw a crowd
 Topics - tobacco, market health
services, calcium, sleep disorders
Survey Question Themes
 Basics, easy how to, setting up,
template, timeline, budget
 Examples, what works
 How does it work to induce
behavior
 Implementation, saturation,
evaluation