CH21: Social Marketing

Social Marketing in a Strategic Communication Framework: Consumer-driven approaches

-Aim to build demand for the product so that maintaining behavioral momentum shifts from the marketing organization to consumers -Targeting social norms can help achieve this

Social Marketing in a Strategic Communication Framework: Product-driven approaches

-Aim to increase the appeal of a product and positively differentiate it from alternatives -Branding can help achieve this

APPLICATION:Communication for Healthy Living (CHL)

-CHL was an integrated health communication program implemented in Egypt >The primary behavioral goal was promotion of contraceptive use; >Marriage and family health behaviors were the entry points for the communication strategy (contraceptive use was framed as protecting the health of mother, baby, and family) -CHL publicized the availability and promoted the purchase and use of over-the-counter health products, including contraceptives -Signature theme was "Sahetak Sarwetak" (Your Health is Your Wealth) Behaviors were positioned as informed individual choices -The intervention was conducted in collaboration with a private sector pharmacy that encouraged consultations with local pharmacists("Ask-Consult" Program) -"Ask-Consult" was promoted through national advertising, promotions, contests, and direct mail materials -CHL focused on the four Ps >Product: messaging described potential health benefits >Price: highlighted the positive and negative costs associated with action and inaction >Place: outreach occurred in diverse settings >Promotion: messaging was customized to different audiences and subgroups -CHL drew on both THEORY and RESEARCH (family planning messages were based on the Theory of Planned Behavior) -Audience segmentation and trend analysis utilized the Egyptian Demographic and Health Survey for population information -Contraceptive use increased from 55% to 74% among married women under 30 years old between 2000 and 2008 -The "Ask-Consult" network is still in place in Egypt, operating without donor funding(they have expanded their focus to other health and social conditions)

**KNOW THIS SKILL BUILDING ACTIVITY

-Consider the problem of binge drinking on college campuses. How would you go about designing a social marketing campaign to reduce binge drinking? -Discuss aspects of audience segmentation and marketing mix. -also know some applications of social marketing

Summary

-Is a tool for understanding audience characteristics, market structures related to behavioral decisions, and for guiding communication planning -Focuses on how communication can affect social conditions through policy, legislation, and normative change to increase the uptake of healthy behaviors

The Use of Research

-Research plays a role across all stages of health program development >Design (ex: to determine the prevalence of the problem) >Implementation (ex: to determine if activities and materials are reaching the intended audiences) >Evaluation (ex: to help explain the effectiveness of a program)

Social Marketing in a Strategic Communication Framework: Market-driven approaches

-Seek to position products as normative or as an attractive alternative to the competition

Intro

-Social and commercial marketing differ in several important ways, although social marketing borrows perspectives and principles from commercial marketing -Commercial: aims to sell a specific brand and involves purchasing behaviors -Social: aims to generate demand for a product category or class of behavior and aims to influence a broad range of outcomes, including attitudes, priorities, and behaviors

The Use of Theory

-Social marketers may use theory to help guide: >Diffusion >Audience segmentation >Stage of change identification for the target audience >Message tailoring -It is important to consider the use of theories at multiple levels, including the individual, interpersonal, group, and structural

Social Marketing in a Strategic Communication Framework

-Social marketing must be grounded in the social, political, and economic conditions which define the market -Health communication occurs within three domains: 1)The social political environment 2)Health service delivery systems 3)Individuals within communities and households

KNOW FOR EXAM (short answer on video and article) 1)Why is changing health-related behavior so difficult? (article)

1) policy makers seek out simple non-scientific answers (yet the problem is too complex for that) >policymakers are subject to 6 errors: 1-"it is just common sense": thinking the problem doesnt need serious thought when the reality is it is a complex issue and making a change is difficult; policymakers think it is simple to change by making small simple changes, or easy to "just do it" or in an unhealthy habit, they think its easy to "just say no" (like in the DARE program); in reality it should be looked into depth and studied, even if it seems like common sense 2-"It's just about getting the message right": they think getting the message out in some form people understand (stimulus) they would change their behavior (response) like when use commercial advertising techniques for health behavior changes; stimulus-response models like ^ only account for a small percent of behavior change; need to do more than just getting the message across 3-"Knowledge and information drive behavior": Information from expert sources can change behavior--Doctors are experts and patients know nothing so going to the doctor will remedy the information deficit (medical model)--Example: they think if tell people about the consequences of eating too much food and they will eat less... but this is clearly not true; this works well for ppl with acute conditions, but less for those with chronic conditions (part of this is bc patients already have a pretty good understanding/knowledge about it); people know they shouldnt do something..but other barriers play a factor 4/5-"People act rationally/irrationally": they think after receiving information, people appraise it and act sensibly and People seek to maximize pleasure or gains and minimize pain, losses and costs--Example: "Drink Responsibly", label behavior changes as a matter of "will power" to avoid the negative behaviorswhile humans do weigh pros/cons... BUT people still can act selflessly, out of love, out of jealousy, fear, etc; sometimes we think from our unconcious brain and it might deal with what stimuli we are exposed to.. ; people have reasonings for what they do even if it seems irrational to an outsider (ex: ppl think poor smoking is irrational, but poor think its rational bc its the one time for themselves) 6-"it is possible to predict accurately": while we have models backed up w evidence, it is still very hard to predict how an individual will behave

Basic Principles of Social Marketing

1)Focusing on behavioral outcomes 2)Prioritizing consumers' rather than marketers' benefits 3)Maintaining an ecological perspective 4)Developing a strategic "marketing matrix" of communication elements according to the Four Ps 5)Using audience segmentation to identify meaningful differences among consumers that affect their response to the product or service being offered

KNOW FOR EXAM (short answer on video and article) 2)What are some of the common myths and errors that get applied to health-related behavior change? (video)

2) 1-"Education will change behavior" ppl think if you just give them the info, then they will change; also note that HOW you present info matters..esp if you make it tangible like saying you should weatherstrip bc the gap is as big as a basketball..instead of saying you have a crack in window, personalizing info and interacting w ppl, and telling them what they are losing(rather than gaining), targeting audience, is more effective too 2-"You need to change attitudes to change behavior" ex: you dont need to get ppl to believe in climate change to change behavior..this is because attitudes FOLLOW behavior (may say they are pro-envir but this will NOT predict their behavior)..instead, you should set behavioral expectations(like you are expected by parents to turn off light when leave room)..also, connect it to peoples values (ex: green buildings value is envir for enviornmentalists, saving money on electric for ppl concerned with financial, and better learning envir for people concerned about students) 3-"People know what motivates them to take action" in reality, we do NOT know what motivates us; instead social norms influence us(like ppl putting money in tip jar beforehand..but better way would be to have person come buy every 5 min and drop money in bc ppl see someoneelse doing it)...ppl think hotel sign saying reusing towels will save envir will motivate them, but in reality it is social norms/knowing that other people are doing it >note: in add showing amount of litter vs showing olympian saying i recycle too bc i love my city, the omlympian one is more effective (in first one..you just think everyone litters so you litter too!...does opp effect!)

KNOW FOR EXAM (short answer on video and article) 3)What approach should we take?

3) we should stop trying to predict things, instead we should look at outcomes and look backwards at how the behavior developed into this outcome in the first place (most models are predictive instead of looking at reverse and then you will see things don't usually happen randomly...they usually have a chain of reasoning to it)

Principle 5

Audience Segmentation -Refers to the identification of relatively homogenous subgroups and the customized development of marketing strategies by subgroup -Segmentation often occurs based on: socioeconomic, cultural, geographic, psychographic, age, and user characteristics

Principle 4

Determining 'Marketing Mix' with the Four Ps -The Four Ps: 1)Product: a constellation of benefits that result from the recommended behavior 2)Price: perceived costs or barriers associated with the product 3)Place: where the consumer is reached with the product, product information, and the location of voluntary exchange 4)Promotion: communication and messaging elements used to attract attention and increase audience response

Principle 1

Focusing on behavior: social marketing aims to influence behavior >In commercial marketing it is important that the product is purchases- but typically doesn't matter whether product is used or used correctly. >Correct use is important in social marketing (ex: Health benefits are potentially very different between an individual who purchases but does not use condoms and an individual who practices correct and consistent condom use)

Principle 3

Maintaining a Market Perspective -The market: >Is consumer-oriented, revolving around consumer needs and desires >Is dependent on the flow of information about available products, their costs, uses, benefits, and availability >Has products that face competition for consumer's attention and resources -Social marketing can take an upstream (e.g. policy) or downstream (e.g. knowledge and attitudes) approach to change

Principle 2

Prioritizing consumer benefits: social marketing campaigns are meant to primarily benefit members of the audience or society at-large -There may be little benefit to the agency running the health campaign

Definition of Social Marketing

the *application of commercial marketing technologies* to the analysis, planning, execution and evaluation of programs *designed to influence the voluntary behavior* of target audiences in order *to improve their personal welfare and that of their society* >example: commercial or public health campaign