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Transcript
SOCIAL MARKETING
applications in public health
Dr Babar T Shaikh
The Aga Khan University,
Karachi, Pakistan
SOCIAL MARKETING
Enabling Objectives:
• To learn the basic concepts of social
marketing
• to understand ways of performing social
marketing in developing countries
• To learn four Ps of social marketing
Social Marketing
Performance Objectives:
By the end of the presentation,
learners will be able to
• conceptualize basic concepts of social
marketing
• understand its important components
• apply the knowledge in medical
practice
What is Social Marketing?
It is a marketing strategy
modeled after corporate
marketing, used by health
professionals to develop
successful health messages.
Social Marketing
• What makes social marketing
different than other social change
strategies?
• How is it different from what you
are doing right now?
Social Marketing
Key concepts
• Uses commercial marketing technologies
and theory
• Brings about voluntary behavior change
• Targets specific audiences
• Focus is on personal welfare and that of
society
Social Marketing
Potential Applications
•
•
•
•
•
Promote healthy behavior
Promote services
Increase utilization rates
Improve customer satisfaction
Enhance compliance
Social Marketing
Social Marketing’s Popularity
• It works by bringing about
behavior change
• More cost effective
• Reaches larger numbers
Social Marketing
Distinguishing Features of
Social Marketing
•
•
•
•
•
Exchange theory
Consumer orientation
Data based decision making
Competition
Willingness to change offer
Social Marketing
# 1 Consumer Orientation
• Understand consumer perceptions
• Which benefits they find attractive
• Costs or barriers that deter them
Social Marketing
Put Simply, Consumer
Orientation Means
• Understand what they want and
need
• Respond to their wants and needs
Social Marketing
#2 Exchange Theory
• Exchange time and effort for benefits
• Make an attractive offer
• Create an awareness that the problem
exists
• Demonstrate the product’s benefits
• Help lower the price
Social Marketing
#3 Data Based Decision Making
•
•
•
•
•
Logical model for planning
How you plan to help
What you will help them to do
Which factors you must address
Data based decision making
Social Marketing
#4 Competition
• Marketers keep a steady eye on the
competition
• Marketers position products
relative to the competition
Social Marketing
#5 Willingness to Change Offer
• Committed to designing products
consumers want
• Committed to modifying programs
• Committed to addressing facts that
influence their behavior
Social Marketing
Traditional Approach to Health
Education Messages
Top Down Planning
• Expert driven
• Best practices
• Literature review
Social Marketing
In Other Words…
• We will tell you what you need and
want (expert driven)
• Offer everyone same product,
price, place and promotion
Social Marketing
Social Marketing Uses A
Interdisciplinary Approach
•
•
•
•
•
Social anthropology
Behavior psychology
Communications
Education
Commercial Marketing
Social Marketing
Demographics
•
•
•
•
•
Age
Gender
Ethnicity
Geographical area
Education level
Social Marketing
Psychographics
• Attitude toward new behaviors (early vs.
Late adopters)
• Types of people who share similar hopes,
concerns, or who they admire
• Aspirations, personality types, lifestyles
• Willing to take risks and try new behaviors
• Tend to follow the crowd
Social Marketing
Commercial Marketing
• Satisfying customer needs and
wants
• Process for individuals and groups
to obtain what they need and want
by creating/ exchanging products
and value with others
Social Marketing
Marketing
•
•
•
•
•
Audience segmentation
Product development
Pricing
Testing
Distribution
Social Marketing
Segmentation:
Marketing Model
• Marketers know they can’t
appeal to all buyers in the
same way
• Political marketers: who do they
try to reach?
• Coca cola: what proportion of
market do they try to reach?
Social Marketing
Segmentation Strategy
• Divide heterogeneous group in
homogenous subgroups
• Identify targets of opportunity
• Identify subgroups to respond to
same offer
• Design interventions effective for
each segment
Social Marketing
The Four P’s
of Social Marketing
Product
Price
Place
Promotion
Social Marketing
Product
What we’re offering people:
• Service
• Behavior
• Commodity (tangible goods)
Social Marketing
Product Must Be
Solution to a problem:
• Benefits
• Unique
• Competitive
Real:
• Defined in terms of the user’s beliefs,
practices, and values
Social Marketing
Price
The cost of adopting the product:
•
•
•
•
•
Money
Time
Pleasure
Loss of self-esteem
Embarrassment
Social Marketing
Place
Channels for information:
•
•
•
•
•
•
•
Where service is provided
Where information is received
Where tangible product is purchased
Available
Easy to find and use
Appropriate
Timely
Social Marketing
Promotion
Message design elements:
• Type of appeal
• Tone
• Spokesperson
Social Marketing
Social Marketing Works!
• It brings about behavior change
• More cost effective by reaching
larger numbers