Answer ALL the bulleted questions for this discussion post.
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Chapter5SocialMarketing.pptSOCIAL MARKETING
COH 430 HEALTH PROMOTION STRATEGIES & TACTICS NATIONAL UNIVERSITY
* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.
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CHAPTER 5 LEARNING OBJECTIVES
1. LEARN THE DIFFERENCES BETWEEN MARKETING AND SOCIAL MARKETING
2. UNDERSTAND THE SOCIAL MARKETING PROCESS
3. LEARN TIPS AND TECHNIQUES TO OVERCOME SOCIAL MARKETING CONCERNS
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- Marketing
- Analysis, planning, implementation, and control of carefully formulated programs
- Based on consumer research
- Designed to bring about voluntary exchanges of values
- Purpose of achieving organizations’ goals and objectives
- Goal: achieve organizational goals and objectives through voluntary exchange of values with target population
- Special niche for marketing in health education
Marketing - Introduction
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SOCIAL MARKETING - DEFINED
- Based on marketing… but, it:
- Is “the process for influencing human behavior on a larger scale, using marketing principles for the purpose of societal benefit rather than commercial profit” (Smith, 2000, p.11).
- Social marketing is a program-planning process
- For messages to take hold programmatic elements must be added – these elements add up to social marketing
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SOCIAL MARKETING IS DIFFERENT FROM HEALTH COMMUNICATION
- Health Communication is:
- “…crafting and delivery of messages and strategies based on consumer research to promote the health of individuals and communities” (Bensley & Brookins-Fisher, p.105).
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SOCIAL MARKETING AND PUBLIC HEALTH
- Used successfully to:
- Increase health care and health education program use
- Improve client satisfaction
- Achieve social and health behavior change
- Effective in:
- Increasing contraceptive use
- Reducing blood pressure
- Increasing consumption of fruits and vegetables
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SOCIAL MARKETING IS NOT HEALTH COMMUNICATION
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- Marketing plan
- Analyze problem and situation
- Use interviews, focus groups, or surveys
- Set overall goal
- Conduct market analysis
- Marketing segmentation
- Divide a heterogenous market into an homogenous target group
- Demographic
- Psychographic
- Behavioristic variables
- Benefits sought
- User status
- Readiness to change
Social Marketing – Process Overview
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- Influence Channel Analysis
- Determine the most effective way to make services, products, programs accessible to the target population
- People are influenced in many ways
- What they read
- Who they interact with
- Role models
- Media exposure
- Begins with the consumer and learning as much as we can about the group to develop the marketing mix
- Initial design
- Test marketing
Social Marketing – Process Overview
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Social Marketing Process
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
| Table 5-1 | |||
| I. Plan | Analyze the problem and situation | Problem to be addressed | What will be addressed? What is the epidemiology of the problem at the individual group organizational community and societal level? |
| The environment in which the program will be implemented | Social, economic or demographic factors Current policies that can affect target | ||
| Resources available | Budget, staff, time, access | ||
| Segment the target audience | Define segments | Primary Audience: Behavior is to be changed Secondary Audience: Groups that influence the target | |
| Research the segments | |||
| Develop Strategy | Set goals and objectives | ||
| Allocate resources | |||
| II. Develop a Preliminary Social Marketing Mix for a Specific Market Segment (e.g. group) | Address all P’s” product, price, place, promotion |
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Social Marketing Process
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
| Table 5-1 | |
| III. Pretest the Marketing Mix | Conduct the pretest |
| Analyze the results | |
| Modify the marketing mix based on pretest results | |
| IV. Implement the Marketing Mix | Develop the implementation plan with tasks, time frames, and people responsible |
| Monitor Implementation | |
| V. Evaluate | Identify evaluation measures and indicators such as: satisfaction, demand levels, resources, community changes, policy and regulation changes |
| Plan evaluation | |
| Implement evaluation |
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Marketing Concepts
- Consumer Orientation
- Bring about behavior change by meeting needs and wants of the target
- If we meet the needs and wants of the target population we can influence behavior change
- The organization or program that is “most responsive” to and knowledgeable about the customer needs will “win”
Social Marketing
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Marketing Concepts
- Exchange Theory
- Using the right promotion techniques to offer the right product at right price, through correct distribution channels
an EXCHANGE will be made
- Consumers will give up what they currently have, use, or believe for what is being offered
- If a more desirable alternative is not the center of the offer, there will be no exchange
- For my target population how can I facilitate a voluntary exchange of what they are currently doing for the more healthful behavior and also satisfy the target?
- In social marketing the marketer’s objective for exchange is behavior change
Social Marketing
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SOCIAL MARKETING CONCEPTS
- Segment Focus Audience
- Market Segmentation
- Influence Channel Analysis
- Demand
- Negative
- None
- Latent
- Falling
- Irregular
- Full
- Overall
- Unwholesome
- Competition
- Marketing Mix
- Four P’s (Product, Price, Place, Promotion)
- Expansion of Four P’s
- Public
- Partnership
- Policy
- Purse Strings
- Positioning and Consumer Satisfaction
- Brand Loyalty
Social Marketing - Concepts
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
MARKET SEGMENTATION
Creating subgroups to be reached by a specific program
- Demographics
- age, race, location, gender
- Psychographics
- attitudes, interests, values, lifestyles
- Behavioral variables
- benefits sought, loyalty status, readiness to change
EXAMPLE
Smoking Cessation Program
- Demographics: Age, gender, education level, occupation, ethnicity, religion
- A behavior: Experimenting with smoking, social smoking only, only smoking one pack a day
- Attitude: “My health is my business” or “I wouldn’t do anything to hurt anyone else”
- An opinion: smoking is not harmful, smoking kills
- A value: Family, professional development, control, looking good, independence
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Social Marketing
Marketing Concepts
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- Market segmentation
- Primary audiences
- The people whose behavior is to be changed
- Secondary audiences
- Groups that influence the behavior of intended audiences
- Not Universal audiences
- Not the general public
Social Marketing
Marketing Concepts
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- Influence channel analysis
- Determines the most effective way to make
- Services,
- Products and
- Programs accessible to a focus population
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
Social Marketing
Marketing Concepts
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- Demand
- Degree to which a transaction is wanted
- This varies because one size does not fit all
- A service, program or product is not desired at the same time and at the same level within the population
- Negative demand
- A large segment of the market dislikes a product
- Would pay to avoid it
- No demand
- Customers are unmotivated or indifferent
- Latent demand
- Cannot find an existing product that meets a need consumers want satisfied
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
Social Marketing
Marketing Concepts
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- Falling demand
- A significant drop in the level of demand
- Irregular demand
- Fluctuation in the use of a product
- Based on a season or day of week
- Full demand
- A company has all the business it needs
- Overall demand
- Demand is higher than the organization can or wants to handle
- Unwholesome demand
- Dangerous or harmful products are distributed by competitors
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Social Marketing
Marketing Concepts
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- Competition
- Alternatives to an offering
- Same product/program offered by someone else
- More appealing version of product offered
- More appealing method for same benefits
- Wanting to accomplish something before engaging in activity
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Social Marketing
Marketing Concepts
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- Marketing mix
- Combination of factors put together
- Understanding of the wants/needs of the target market segment
- We want to make the target market:
- Exchange what they currently do or believe for the product, service, or idea being offered
Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
Social Marketing
Marketing Concepts
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The Four P’s of Marketing (table 5-2, p. 115)
Product
- Physical goods, service, or idea that satisfies a need (desired by the target)
Price
Cost consumer must pay to adopt the new behavior ($, time, energy, convenience)
Promotion
Methods used to communicate to the target such as advertising, incentives, public relations
Place
Where the product, services or offering is accessed or obtained
Example:
Product: blood test for lead poisoning for a 2 year old
Price: insurance/no insurance, cost to get to location
Place: nearby/far away, clean vs dirty, culturally insensitive
Promotion: flyer, PSA, provider education/support group
Social Marketing
Marketing Concepts
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Product:
▪ Desired behavior - wash hands with soap and water, use of latrine in rural area, use of condom, use of fiber in diet , regular exercise/yoga, etc.
▪ Benefits of behavior - good quality of life, prevention of disease.
▪ Tangible object or intangible service - condom vending machine, treadmill/gym, etc.
Price: Cost associated with the behavior change
▪ Monetary: money spent on travelling to take the baby to immunization clinic/hospital, purchase of certain items, etc.
▪ Time: travelling time, extra time for exercise, etc.
▪ Effort: in understanding initially, in changing conducive behavior.
▪ Psychological discomfort: in drug abusers quitting, diet change in persons with food taboos, use of condom during sex.
Place: Make it convenient - arranging for accessible outlets which permit the translation of motivation into actions
Promotion: It is the communication persuasion strategy and tactics that will make the product familiar, acceptable, and even desirable to the audience.
▪ message;
▪ style (slice of life, fantasy, humor, music, evidence, fear);
▪ media.
Social Marketing
Marketing Concepts
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- Positioning
- Creating a personality for an offering
- Based on its key attributes
- Well-positioned offerings hold a unique place in the consumers mind
- Examples: different toothpaste types
- Different market segments desire different benefits from their toothpaste
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Social Marketing
Marketing Concepts
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- Consumer satisfaction
- Giving people what they expect
- Giving people more than they expect
- Satisfied customers tell ~3 people about their positive experience
- Dissatisfied customers tell 11 people about their experience
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Social Marketing
Marketing Concepts
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- Brand loyalty
- A consistent preference for and choice of
- A particular company’s product or service
- Develops among customers over time
- One company has proven “satisfactory”
- Customers are most likely to pick them
- Think of an organization or agency you trust or are loyal to
- Think of a health campaign logo you are familiar with
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Social Marketing
Marketing Concepts
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Information Source: ©2008 Jones and Bartlett Publishers, LLC (www.jbpub.com)
Social Marketing
Marketing Concepts
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- Overcoming Challenges
- Do not limit the marketing process
- Take a step-by-step approach
- Devise an evaluation plan
- Overcome social marketing concerns
Social Marketing - Challenges
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- Step-by-Step Approach
- Know oneself
- Start at the top
- Start doing research
- Rub shoulders with real marketers
- Hire marketing specialists
Social Marketing - Approach
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- Step-by-Step Approach
- Reward risk-taking and experimentation
- Look for consumer barriers to dismantle
- Continually reassess all four P’s
- Conduct routine “marketing audits”
- Go about tasks in a different way
Social Marketing - Approach
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- Overcome Concerns
- Market analysis problems
- Market segmentation problems
- Product strategy problems
- Pricing strategy problems
- Channel strategy problems
- Communications strategy problems
- Organizational design and planning problems
- Evaluation problems
Social Marketing - Concerns
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- Expected Outcomes
- Positive health outcomes
- Successful selling
- Greater understanding of community
- Partnerships
- Updated strategies
Social Marketing - Outcomes
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SUCCESSFUL SOCIAL MARKETING CAMPAIGNS
- Washington Heights low-fat milk campaign in New York City
- Link to Article (NIH)
- Pawtucket Heart Health Program
- Link to Article (PDF)
- “Click it or Ticket” May 2014 Mobilization Plan
- Link to Work Plan
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SUCCESSFUL SOCIAL MARKETING CAMPAIGNS
- Florida Truth© Campaign
- Link to Case Study
CHECK OUT: What is social marketing? 15 examples: https://richtopia.com/strategic-marketing/what-is-social-marketing-how-does-it-work
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SUCCESSFUL SOCIAL MARKETING CAMPAIGNS
WATCH: Social Marketing Legacy of Phil Harvey – PSI: https://www.huffpost.com/entry/the-social-marketing-lega_b_8804630
CDCs Breastfeeding and Social Marketing Examples: https://www.cdc.gov/breastfeeding/pdf/strategy8-social-marketing.pdf
Kansas Community Toolbox: Social Marketing Campaigns: https://ctb.ku.edu/en/implement-social-marketing-effort/examples
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