Download Social Marketing - Health Education Partners

Why Let the Devil Have the Best Tunes
Let’s Use Social Marketing
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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?”
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Social Marketing in Health Promotion
What We Offer
Uncoordinated activities that comprise a
program to make behaviors undesirable
 Boring
 “Are the consequences of behavior both
real and rewarding for me?”
 Difficult
 “Can I do it? Am I capable?”
 Lonely
 “What do the people I care about want me
to do?”
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Social Marketing in Health Promotion
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
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Benefits of Using Social Marketing
It offers coordinated, multiple intervention tactics!
It can be used for “downstream,” “side stream”
and “upstream” influence.
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Social Marketing in Health Promotion
Social Marketing’s Fit
Continuum of Interventions
Ecological / Environmental Approach
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Social Marketing in Health Promotion
Social Marketing’s Fit
Intervention Pyramid
Low
High
Specialty
Care
Reach
Cost
Primary Care
Activities no feedback
Health Systems
Activities w/ Health Education
Community & Neighborhood
Partnerships & Collaboration
Health Communication, Social
Ecological Model / Environmental Approach
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High
Social Marketing in Health Promotion
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
Social Marketing in Health Promotion
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!
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Social Marketing in Health Promotion
What Social Marketing Is Not
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Social Marketing in Health Promotion
Got Behavior Change?
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
1994
1995
1996
Consumption
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Social Marketing in Health Promotion
1997
1998
Media Buy
1999
Awareness
2000
Monitoring and Revising
www.gotmilk.com
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
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Social Marketing in Health Promotion
What is Marketing About?
It’s about Students
Not all of them all at once!
But specific groups of students . . .
. . . and others
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Social Marketing in Health Promotion
. . .So, What Affects Behavior?
Internal
 Knowledge and beliefs
 Attitudes
 Perceived risk
 Perceived consequences
 Self efficacy
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Social Marketing in Health Promotion
. . .So, What Affects Behavior?
External
 Access
 Skills
 Actual consequences
 Cultural beliefs and values
 Policies
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Social Marketing in Health Promotion
Marketing is more about lowering
barriers and increasing benefits!
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Social Marketing in Health Promotion
What is Marketing About?
It’s about Decreasing Barriers &
Increasing Benefits of Behavior
• Seek assistance from a credible source to
minimize their violent behavior
•
Reducing barriers -Telephone counseling by men who had
considerable skills training and experience in dealing with violent
men; who were able to gain the trust of men, listen to their stories,
and assess their level of denial and minimization; and confront men
about violence and encourage them to get into programs; No fees;
Communication that avoids being judgmental
• Benefits - Keeping their relationships intact; having a positive impact
on their children
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Social Marketing in Health Promotion
What is Marketing About?
It’s about Decreasing Barriers &
Increasing Benefits of Behavior
• Not driving after drinking
• Reducing barriers
• Provide low cost luxury limousine service
• Benefits
• Be, feel, look cool
• www.roadcrewonline.org
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
First Things First! Apply Best Practices
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Competitive Advantage
 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
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Social Marketing in Health Promotion
Social Marketing:
A Model for Interventions that Facilitate Behavior Change
WHY THEY WANT TO DO IT
Pricing
Increasing knowledge
Increasing benefits
Decreasing barriers
Improving self-efficacy
Increasing social pressure or norms
What is the health
problem?
What actions could reduce
the problem?
WHO MUST ACT TO
RESOLVE PROBLEM
Target audience
Stakeholder, group, or
individual market research
HOW YOU TELL THEM ABOUT THE WHAT,
WHY, WHERE AND HOW
Promotion or Communication
Classroom teaching, worksite education
Mass media messages
Small group discussion , community
meetings
Patient/doctor interaction
Point of purchase display
WHERE (HOW) THEY CAN DO
BEHAVIOR
Place
Community resources
Partnerships
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 what that
is relevant to the target audience
and helps fulfill some unmet need,
but not contrary to science
Marketing Mix
POLICY/RULES THAT INFLUENCE THE
ACTION
Policy, rules, legislation
Methods we can use to increase social
pressure, provide protection for public
Create action by third parties
Create incentives for health enhancing policies
Social Marketing as a Model for Interventions that Facilitate Change, Susan D. Kirby, 1995
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Social Marketing in Health Promotion
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
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
Exchange
You Give Me
$1.00
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Social Marketing in Health Promotion
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



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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
Identify Who Must Act to Solve
Problem
 Select target segments for your program
and plan research
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
How Does Marketing Do This?
It’s about the “4 Ps”
•
•
•
•
Product
Price
Place
Promotion
• Policies – Sometimes called a 5th P
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
Marketing “Strategies”
Providing Information
(Promotion)
Presenting information in a way that:
• is memorable
• stands-out from competing messages
•
•
•
•
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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
Social Marketing in Health Promotion
Marketing “Strategies”
Providing Information
(Promotion)
Communicating to the audience about
product/program, price, and place variables






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News stores
Letters to the editor
PSAs
Brochures
Word-of-mouth/face-to-face
Education sessions
Social Marketing in Health Promotion






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
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Social Marketing in Health Promotion
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
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Social Marketing in Health Promotion
Think Like a Marketer
 Think Behavior Change
 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!!!!!!
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Social Marketing in Health Promotion
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
Population-Based vs. Traditional
Intervention CEAs & ROIs
 $294* x 4,500** = $1,323,000
 ROI = 4.4:1
 $294* x 250** = $73,500
 ROI = 0.73:1
* Johnson & Johnson health care costs avoided per employee becoming an exerciser
**WHEELINGWALKS: a media-based intervention to increase walking. Bill Reger-Nash, EdD,
www.americawalks.org/PDF_PAPE/Reger.pdf
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Social Marketing Media Campaign
Cost Effectiveness Analysis
 Delaware’s “Get Up and Do Something”
 Target Population: 110,900 10 to 19 year olds
 www.getupanddosomething.org
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Social Marketing Media Campaign
Cost Effectiveness Analysis
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Social Marketing Media Campaign
Cost Effectiveness Analysis
•
Cost per 10-19 year old
– $335,000 / 110,900 = $3.02
Peterson, M. Chandlee, M. Avron Abraham, M. Cost-Effectiveness Analysis of a Statewide Media
Campaign to Promote Adolescent Physical Activity. Health Promot Pract Online First, published
on March 26, 2008
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What is Marketing About?
It’s about Decreasing Barriers &
Increasing Benefits of Behavior
• Brushing and flossing
• Battery operated brushes with timer, bubble gum flavors
• Stronger teeth, great smile, good breath, fewer dental visits, less time
and money spent, fewer cavities
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Social Marketing in Health Promotion