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Information Dissemination Malaria Job-aids in Kenya Behavior Change Social Marketing Smoking Cessation Commodity Social Marketing Use of Condoms in Philippines, Bangladesh, etc. Interactive Social Marketing/ Lite-Franchising Malarine Treatment in Cambodia Social Franchising Smiling Sun Myanmar Montagu, Dominic Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Building Public/Private Partnership for Health System Strengthening Social Marketing Maya Baltazar Herrera, FASP, PhD Asian Institute of Management Bali Hyatt Hotel, Sanur, Bali 21-25 June 2010 “Why can’t you sell brotherhood and rational thinking the way you sell soap?” – Wiebe, 1952 Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Definition of Social Marketing Role of Social Marketing in PPP and the Health Sector Sample Social Marketing Programs Changing the Social Contract: Developing Social Marketing Programs Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Use of the tools and principles of social marketing in order to achieve a social good: ◦ Accept new behavior Use helmets when riding motorcycles ◦ Abandon current behavior Stop smoking ◦ Reject potential behavior Avoid alcohol when pregnant ◦ Modify current behavior Cook using heat that does not produce smoke Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Fundamental unit of marketing is the exchange ◦ At least 2 parties ◦ Each party has something the other wants ◦ Goal is value maximization Focus of social marketing is behavior change ◦ Also at least 2 parties: policymakers and target adopters of desired behavior ◦ Policymakers reap the public good ◦ Adopters goal is still value maximization Value = benefit - cost Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Focus on target audience: target adopter of new behavior Presumes that change in behavior is a voluntary act (WIIFM) Enhances the factors that would increase likelihood of voluntary change in behavior Matter of creating net perceived value = perceived benefits minus perceived costs ◦ Enhance perceived benefit ◦ Reduce perceived cost Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Supply Creating Sustainability Core Competencies Affordability Alternatives Demand Differentiating Values Continuing Desire Customer Surplus Price Supplier Earning Cost Support Competencies Threshold Values Slides prepared by Source: Prof. Maya Herrera, B. Herrera, M.B. Asian FASP. Institute All Rights of Management Reserved. TOTAL CUSTOMER VALUE Net Delivered Value E Q U A L S Product Value Services Value Personnel Value Image Value TOTAL CUSTOMER COST L E S S PRICE Time Cost Energy Cost Psychic Cost Slides prepared by Prof. Source: MayaLopez, B. Herrera, T. Asian FASP. Institute All Rights of Management Reserved. Tangible Product/Commodity ◦ Control of Diarrheal Diseases (e.g. Egypt 80’s) ◦ Contraceptive social marketing (Bangladesh 70’s to 80’s, Dominican Republic 80’s) ◦ Condom Promotion (Kenya 70’s) Sustained Health Practice ◦ Weaning projects (Cameroon 80’s, Indonesia 80’s) ◦ Campaigns against smoking Services Utilization ◦ Vaccines and Immunization (Colombia, 80’s Philippines 80’s) Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Sometimes the desired change in behavior is to promote the general use of a particular commodity (e.g. Condoms for safe sex) ◦ The final desired behavior, then, is the use of the commodity ◦ Supporting behavior changes may be necessary (e.g. of influencers) ◦ Additional interventions may be required (e.g. enhance the supply side) Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. More efficient markets in desirable products ◦ Commodity-based marketing Creating markets where they don’t exist ◦ Non-existent supply ◦ Uncertain unit of exchange, ethical issues ◦ Example: donor organ market Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. A critical mass is necessary No communication traction until the message is proven Tropical Fishermen Using cyanide Sustainable, commercial supply Target Adopters Earn more depends on Price:Effectivity equation Adoption depends on Availability Lopes, T. Asian & Herrera, MBRights Slides Source: prepared Lopez, by Prof. T. & Maya Herrera, B. Herrera, M.B. FASP. Institute All of Management Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Objective is a social good Many PPP interventions dependent on reaching new (desired) market equilibrium for sustainability Change in behavior necessary for achievement of goals ◦ Main public is individuals, who make decisions based on net perceived value ◦ Other players contribute based on goal of value maximization. Different player, different definition of value. Private sector: profit or mission LGE: political capital Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Social Marketing complex and multi-phased Private sector players can provide expertise, reach, efficiency Private sector participation in social marketing project can be based on: ◦ Commercial transaction ◦ Philanthropy ◦ CSR Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Medical and family history Lifestyle choices Living situation Health-seeking behavior ◦ Timing, locus, treatment Challenges: ◦ ◦ ◦ ◦ ◦ Lack of information Information assymetry Affordability and availability of financing Limited capacity and choice Multiple decision-makers (patient, doctor, payor) Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Increasing the adoption of a product, service or behavior change Possible Objectives: ◦ Enhance access ◦ Increase alternatives; and enhance quality ◦ Improve affordability Volume-price dynamics ◦ Increase Quality control ◦ Improve effectiveness and/or efficiency Especially appropriate when multiple decision-makers are involved (mass markets) and the objective is a degree of selfsustaining market equilibrium Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. ◦ Changing mindset Providing better information Deliver information from an audience-focused point of view ◦ Enhancing perceived benefits Message is important: What defines value? Improve product (e.g. lower dose pills) ◦ Decrease perceived cost Interventions to decrease price Interventions to increase availability and choice Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Enhancing pereived net value Interventions to increase demand to commercial volumes Interventions to establish or strengthen supply chain ◦ Temporary support to manufacturer ◦ Temporary support to distributor ◦ Increase players Supporting programs ◦ Price control Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Vietnam: Over 11,136 people motorbike accident deaths annually between 2002 and 2006. Ogilvy created a pro bono advertising campaign for the Asia Injury Prevention Foundation. Multi-media: Television, print, postcard, radio and internet ads. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. •The Ogilvy Campaign •%age of helmetwearing in Hanoi and Ho Chi Minh doubled (10.8% to 19.2%) in four months. •Campaign influenced legislation. Mandatory helmet wearing advanced to 2007 from 2008. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Children are exempt from mandatory helmet-wearing Cost is a barrier for many motorcycle riders Vietnam Helmet Wearing Coalition 2-hour parade through Hanoi Open air concert News stories Stories of victims A coalition of public sector agencies, corporations and non-profits pursue a multipronged approach: Awareness campaigns. Making helmets more affordable. Giving away helmets. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Many cases in Reproductive Heath – Condoms and Pills ◦ Raja and Maya in Bangladesh ◦ Trust in the Philippines A mix of communication, initial subsidies and other (e.g. funding and financing) interventions Two general approaches ◦ NGO-based ◦ Manufacturer-based Financial Sustainability is key ◦ Unrealistic expectations often a cause of failure Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Eliminating Leprosy in Sri Lanka ◦ “Hidden” cases, high involvement decisions, irrational fears ◦ Promo: Communication campaign addressed to “possibly infected” and influencers ◦ Place: Increase treatment points-75 to 225 ◦ Price: Novartis Foundation provides MDT free of charge ◦ Monitoring: Opinions, epidemiology ◦ Williams, et al. Social Marketing Quarterly, Summer 1998 Similar campaigns used for HIV/AIDS and TB Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. A recognizable identity Credibility Can be leveraged to other projects Can be leveraged to increase participation When highly successful, the brand itself becomes a message Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Began in the 1980’s to address environmental concerns Directed at children Historically highly successful Now on-line interactive Expanded into forest conservation and waterways restoration Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Cause-Social Objective Change Agent-Individual/organization Target Adopters-Individuals/groups/societies Channels-Communication/distribution paths Change Strategy-Direction and program Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Analyze the social marketing environment Researching and selecting the target adopter population Designing social marketing strategies Planning social marketing mix programs Organizing, implementing, controlling, and evaluating the social marketing effort Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. KNOWLEDGE ATTITUDE PRACTICE Promotion Price Place Policy, Politics Partnerships Purse Strings Behavior Social Marketing Mix Product Target Adopter Supplier Other Stakeholders, Influencers Slides prepared bySource: Prof. Maya Herrera, B. Herrera, MB Asian FASP. Institute All Rights of Management Reserved. Exposure Attention Mind share Mindset Retention Input Thinking Feeling Behavior Belief Organization Mindset Action Attitude Habit Cues Slides prepared bySource: Prof. Maya Herrera, B. Herrera, MB Asian FASP. Institute All Rights of Management Reserved. Market Research Communications Campaign ◦ Professional Provider ◦ NGO, FBO, MBO Communities, Social Networks Follow up communication and monitoring Manufacturers Distributors Why PPP? Project Managers Capabilities & Evaluation Success Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Popular Cause Crusade Managerial Bureaucratic WJ Schroer & Co. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. What is the objective? Who is the primary audience? What change in behavior are we looking for? What other conditions are necessary to achieve desired change in behavior? Who are other stakeholders, publics? Are there required changes in behaviors of other publics? Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Early forms PSA’s and slogans Use of full range of marketing techniques for social causes in 1960’s ◦ Nutrition and health education “Social Marketing” first coined by Kotler & Zaltman, 1971 ◦ Social change management strategy Coincided with 1970’s push towards greater individual responsibility Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. What is it? What can it do? Is it even marketing? What is involved? “Demarketing” Advertising to Communication to Social Marketing Practice and Guidelines developed ◦ 1980’s (Kotler; Manoff) Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Does it work? What affects how well it works? Evaluation of methods, esp. of evaluation (after only; no control groups) Earliest documented success: contraceptive social marketing (Population Reports, 1980) ◦ Preceded and enhanced by general societal shifts in attitudes on sex & gender Identification of challenges involved in public health Health related commercial marketing begins Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Social marketing much more pervasive in public health Generally regarded as a useful tool Still little understood by many health professionals Capabilities and expertise largely in the private sector Integrate with allied practices ; Take a broad view; Broader coalitions Sources: Walsh et al, Social Marketing, for public health Ling et al, Social Marketing, its place in public health Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Segmentation and target market understanding critical Strategies must address motivations of each sector In implementation: leadership support and community participation are important; integrating learning from monitoring in implementation is critical Source: Walsh et al, Social Marketing, for public health Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Theory versus Practice Research to know vs. Research to show Market vs. Social values Source: Walsh et al, Social Marketing, for public health Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Total Exposure, Gustav Carlson Walsh et al, Social Marketing for Public Health (w/ Primer) Ling et al, Social Marketing, its place in Public Health Social Marketing Quarterly www.social-marketing.org www.wpp.com (CSR) http://www.psp-one.com (USAID resource) ◦ Private Sector Partnerships for better health Managing Brand Equity, David Aaker WJ Schroer Co. – website Corporate Image, Wally Olins www.social-marketing.com ◦ What is Social Marketing?, Nedra Kline Weinreich Serrat, O. The Future of Social Marketing. ADB paper. January 2010. (Note: Short and sweet primer) Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Micro Group (Individual) (Organization) Macro (Society) Short-term Change Behavior Change Change in Norms Macro (Society) Long-term Change Lifestyle Change Organization Change Macro (Society) Source: Levy & zaltman. Marketing, Society and Conflict, Prentice Hall, 1975 Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Cell A Cost is low Initiative to persuade men to be examined for colon cancer Cell B Recycling programs - cost is low -action clearly benefits - cost is low - action benefits society the individual Tangible, personal benefits Intangible, societal benefi Cell D Cell C Initiative to reduce chlorofluorocarbon (CFC) Smoking cessation program - cost is (difficulty) is high -action clearly benefits individual first Source: Do Better at Doing Good; Rangan, Karim and Sandberg - cost to affected chemical companies is high - action benefits society Cost is high Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Tangible, personal benefits Cell A Cost is low - clear, direct benefits Cell B - intangible, indirect benefits - change is easy - ultimate benefits should be Intangible, stressed societal benefit - convenience is key Cell D - change is easy - communication and information are key Cell C - intangible, indirect benefits - clear, direct benefits - change is difficult - change is difficult - balancing communication efforts with strong support system is key Source: Do Better at Doing Good; Rangan, Karim and Sandberg Cost is high Try to reposition into Cell C; if repositioning is impossible: 1) Try leveraging the enthusiasm of early adopters 2) Try supply-side persuasion Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Orientation Exchange Behavior Competition Theory Segmentation Insight Methods Mix Source: www.nsmcentre.org.uk Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. LEGISLATION ENFORCEMENT Forest denudation Slash/Burn Farmers Soil Nutrient Depletion Single crop farmers Coral Reef Destruction Cyanide fishermen Over-fishing Commercial fishermen Waterways pollution Riverbank industries Air Pollution Motorists Solid Waste Proliferation City dwellers/ businesses SOCIAL PROBLEMS ARE NEVER UNITARY Each element of a social problem is caused by and affect a unique set of the members of society ! A social product for each social stakeholder! Slides preparedSource: by Prof.Lopesz, Maya B.T.Herrera, MB Asian FASP. Institute All Rights of Management Reserved. • • • • • • Driving Forces Hindering Forces Allies Antagonists Local Gov’t Units NGOs National Gov’t Agencies PO’s and Volunteers Media Citizens Program Objective • Advocacy Groups with different agenda • Antagonistic Local Gov’t Official • Weak Capabilities • National Gov’t Agencies competing for budget allocation Favorable Conditions Unfavorable Conditions Improved Technology • Increasing Media Awareness • Increasing Interagency Cooperation • Improving Image Poverty • Growing Population • Stressful Lifestyle • Disasters • Degraded Environment • Increasing Crime Rates • Migration of Talent • Low CAPEX Budget What? Slides prepared bySource: Prof. Maya Herrera, B. Herrera, MB Asian FASP. Institute All Rights of Management Reserved. Demand-side ◦ Target population ◦ Constraints to demand Supply-side ◦ Characteristics of product Is there a well-defined product? Is there a personal benefit for using that product? ◦ Potential producers Optimal scale of production Constraints to production ◦ Potential retail outlets (not necessarily traditional outlets) •Adapted from Hanson, Kara. “The State of the Market for Nets and Insecticides in Africa” Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved. Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.