2515 - Social Marketing
social marketing
"Social marketing is the use of marketing principles to influence human behavior in order to improve health or benefit society." -Informs Behaviors -Persuades behaviors -Reinforces behaviors with incentives and other benefits
social marketing examples -increased physical activity
(Decrease obesity) Elementary & middle schools
social marketing examples -stop smoking
(Multiple health effects) Many communities & campuses Then and now - big change
exchange theory
(tit for tat) Consumers act out of self-interest when they pursue what gives them the greatest benefit for the least cost. -cost = negative values -rewards = positive values (An exchange happens) Buy a car: best value for least cost: -luxury car $$$ and buyer values luxury -truck $$$ and buyer values usefulness Mammograms: -Good to have: Why??? -Finds cancer early? -Uncomfortable? $$$ -Inconvenient? Baby shots: -Good to have: Why??? -Prevents disease? -Uncomfortable for baby? -Expensive and inconvenient?
exchange theory Effective social marketers
-offer benefits consumer truly values -recognize that consumers pay intangible costs (i.e. time and discomfort) -acknowledge that everyone involved in exchange must receive benefits for their efforts -increase or highlight the benefits -decrease or de-emphasize the barriers -change the product, place or promotion to improve the exchange
social marketing wheel
1. plan strategy 2. select channels and materials 3. develop materials and pretesting 4. implementation 5. assess effectiveness 6. feedback to refine program
why do we do social marketing?
A program planning process that uses commercial marketing concepts to promote voluntary behavior change Facilitates the acceptance, rejection, abandonment, or maintenance of behaviors by groups. Target audience can be individuals (consumers) and policy makers
Competition: Behavioral options
Behavioral options that compete with the program's message -Bottle feeding vs. breast feeding -Texting while driving vs. driving and staying in touch -Smoking pleasure vs. healthier breathing -Video games vs. basketball after school
Audience Segmentation
Cannot be "all things to all people" Identify population subgroups who are we going to target? -heavy smokers vs light smokers, -physically active vs inactive -readiness to change, receptive to message -age groups, gender, new parents Involves attention to specific goals of program and who is most likely to receive message/change behavior (who is going to benefit the most?) This is different from traditional public health promotion approaches. Within audience, also identifies differences, ethnicity, gender, resources
audience segmentation division of target audience
Divides the target audience into subgroups with distinct, unifying characteristics and needs Factors include: Regional location Ethnicity Gender Exercise habits Readiness for change Media habits
Ethical Principles in Social Marketing Code of Ethics
Do no harm Be fair Provide full disclosure Be good stewards Be responsible Tell the truth
social marketing examples -let's move campaign
Eat more fruits and veggies (Obesity, nutrition, cholesterol)
social marketing includes
Exchange theory Audience segmentation Competition The "marketing mix" (the 4 Ps) Consumer orientation Continuous monitoring Ethical considerations
marketing examples
Fasten your seat belt Eat more fruit Pull over to use your cell phone Don't litter Get a mammogram Talk to your doctor
California 5 a day campaign
Focused Goal: to increase fruit and vegetable consumption by raising awareness of the health benefits. Built on the Stages of Change model Messages designed and disseminated using consumer-driven communications strategies Formative research—mall interviews, focus groups, & baseline surveys helped the planners understand their audiences Four Ps Regular monitoring and evaluation
Begins with research
Formative (Also called audience or consumer research) Competitive analysis (Also called environmental analysis) -Competing behaviors that are being promoted -Investigates consumers' decisions
Assessment of the competition
Helps social marketers to emphasize benefits Helps social marketers develop a competitive advantage Helps determine which behaviors are best to promote, which audience is best to target. Sometimes, the competition is too great for the resources available. Then modify program, or change target audience, or drop it altogether.
Consumer Orientation
Ideally there is a commitment to provide satisfying exchanges that result in long-term trusting relationships. Examples: Health services not used: social marketers listen to why dietary change not happening: social marketers improve program and make recommendations more helpful.
social marketing examples -international
Improve access to clean water Combat leprosy Improve TB med adherence Promote immunizations
The Marketing Mix- Promotion
Most visible component of social marketing Carefully designed messages, brochures, public service announcements, advertisements, promotional items (trinkets), special events, face to face communication, videos, internet postings (Like Smoke Free STL on Facebook!)
Teamwork in social marketing
Nurses Public Health Planners Health Educators Physicians Educators Lay Health Workers Social Workers Therapists (Physical, Occupational, Speech) Consultants (Sales and Marketing)
Research
Observation Focus groups (target audience) Surveys Pilot tests The literature
Social marketing has Consumer Orientation
Overall commitments to understanding consumers (people's behavior we hope to change) Consumer research Evidence based approach to planning programs
The Marketing Mix- Place
Physical location Operating hours General attractiveness and comfort Accessibility (parking, bus routes, interpreters) Kentucky VERBS program: parks, museums, retail stores, high school and college athletic facilities, YWCA,
The Marketing Mix (the 4 P's) *KNOW FOR TEST*
Product: the behavioral change and the benefits of the change (breast feeding/activity) Price: cost/sacrifice exchanged for the benefits (money, risk, inconvenience, time) Place: distribution of goods/service (where you are getting stuff) Promotion: communication - audio, video, written, interpersonal (delivering msg. to audience)
Example 4P's: 5 a day campaign
Product—Consuming more fruits and vegetables each day to minimize the risk of cancer and improve health benefits Price—The costs of eating a healthier diet Place—Grocery stores and other points of purchase (competing against unhealthy products for space and attention Promotion—Branding the 5 A day campaign to increase awareness
The Marketing Mix - Product
The behavior change is the product Promotional communication is NOT the product Product offers a solution to a problem the audience considers important or offers benefit they truly value.
Continuous Monitoring
This monitoring starts early Constantly checking with target audience Observation, brief interviews, short surveys
The Marketing Mix - Price
Usually includes costs like embarrassment, loss of time, psychological hassle, diminished pleasure (use of condoms) Important to understand the "costs" Teens & free condoms from the health department
Competition
What competes with what we are trying to promote? How do the benefits of our program compare to the competition?
What makes social marketing different?
Willingness to change product to meet consumer preferences, using The 4 Ps Different from: Traditional expert-driven approaches - the physician or other expert decides what consumers should do.
social marketing is similar to public health because:
it focuses on improving health or health- related behaviors
social marketing is different from other public health activities because:
it systematically uses marketing elements when developing programs
Consumer research
understand needs, values, everyday lives, motivations and barriers