social marketing
rah1234s
PH587-SocialMarketing.pptxSocial Marketing
Health Behavior
What is Social Marketing?
“…the application of commercial marketing techniques 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” (Andreason, 1995).
CDC definition
Health marketing
“Creating, communicating and delivering health information and interventions” (2006)
Key Aspects
Benefits individuals and society
Focus on behavior change
Primary target audience plays a primary role
Concepts
Consumer orientation
Audience segmentation
Channel analysis
Strategy
Process tracking
Consumer Orientation
Consumer driven approaches to research, planning, implementation, and evaluation
Needs assessment
Pretest materials with target group
Citizen advisory panels
Audience Segmentation
Divide larger groups into small more homogeneous groups
SES
Cultural
Behavioral characteristics
General vs. Tailored Messaging
Identify individuals factors which may influence communication strategies
Target message to groups with similar distinct variables
Channel Analysis
Determine where it is best to address target audience
Determine most appropriate time to reach audience
Determine the best methods to reach audience
When, where and how to most appropriately reach audience so that they will be most likely to respond to the message
Strategy
What concepts will be used to reach identified objectives
Broad areas of program impact are refined by selecting related tactics
Process Tracking
How one monitors program impact
Evaluation component
Process
Is program implemented as planned?
Feedback allows one to redirect, refine or revise how the program is implemented
Social Marketing Wheel
Step 1: Planning and Strategy
Use behavioral theory to develop a overall program plan
Develop strategies which will allow one to reach objectives
Step 2: Selecting Channels and Materials
Base selection on behavioral change objectives
Use knowledge of target audience for selection
Consumer health status or behavior
Step 3: Developing Materials and Pretesting
Typically use qualitative methods to gain insights about potential health messages
Focus groups
Interviews
Step 4: Implementation
Begin the communication program or “campaign”
Mass media campaign
Planned one-on-one communication
Step 5: Assessing Effectiveness
Examine factors such as:
Audience exposure
Awareness
Reactions to messages
Behavioral outcomes
Step 6: Feedback to Refine Program
Modify the materials for future communication
http://www.nihcm.org/pdf/NIHCM-SocialMarketing-FINAL.pdf
Effectiveness of Social Marketing
Effective at changing behavior at the population level
Research indicates social marketing may be more effective at promoting single or occasional behavior
http://www.nihcm.org/pdf/NIHCM-SocialMarketing-FINAL.pdf
Example of Social Marketing
http:// www.youtube.com/watch?v=TAIHeGHi5yM&feature=results_main&playnext=1&list=PL4F4F6B3EBDE1AA36
