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Social Marketing in Health Promotion : 

Social Marketing in Health Promotion Sponsored by the Member Development Ad-Hoc Committee of the American College Health Association Health Promotion Section Presented by Jim Grizzell, MBA, MA Certified Health Education Specialist, Health Fitness Instructor January 25, 2008

Agenda : 

Social Marketing in Health Promotion 2 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

Social Marketing Defined : 

Social Marketing in Health Promotion 3 Social Marketing Defined 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 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

Social Marketing Defined : 

Social Marketing in Health Promotion 4 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

Social Marketing Defined : 

Social Marketing in Health Promotion 5 Social Marketing Defined Social marketing is concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends. It is also concerned with analysis of social consequences of marketing policies, decisions and activities. 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

Simplified Definition : 

Social Marketing in Health Promotion 6 Simplified Definition 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?” Coordinated activities that comprise a program to make desired behaviors

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7 Provides a 360 view of the issue Involves those affected by the issue Develops culturally appropriate interventions Enables effective use of resources Other Interventions Benefits of Using Social Marketing

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Social Marketing in Health Promotion 8 Benefits of Using Social Marketing It offers coordinated, multiple intervention tactics! It can be used for “downstream,” “side stream” and “upstream” influence.

Social Marketing’s FitContinuum of Interventions : 

Social Marketing in Health Promotion 9 Social Marketing’s FitContinuum of Interventions Ecological / Environmental Approach

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Social Marketing in Health Promotion 10 High Low Cost High Low Reach Policies Health Communication, Social Ecological Model / Environmental Approach Activities no feedback Health Systems Activities w/ Health Education Specialty Care Community & Neighborhood Partnerships & Collaboration Primary Care Social Marketing’s FitIntervention Pyramid

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Social Marketing in Health Promotion 11 Social Marketing’s FitIntervention Pyramid

What Social Marketing Is Not : 

Social Marketing in Health Promotion 12 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 13 What Social Marketing Is Not

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Social Marketing in Health Promotion 14 Got Behavior Change?

What is Marketing About? : 

Social Marketing in Health Promotion 15 What is Marketing About? It’s about Behavior Using condoms No higher risk drinking behaviors Not smoking Eating five servings of fruits and vegetables each day Approving an environmental change on campus

What is Marketing About? : 

Social Marketing in Health Promotion 16 What is Marketing About? It’s about Students Not all of them all at once! But specific groups of students . . .

. . .So, What Affects Behavior? : 

Social Marketing in Health Promotion 17 . . .So, What Affects Behavior? Internal Knowledge and beliefs Attitudes Perceived risk Perceived consequences Self efficacy

. . .So, What Affects Behavior? : 

Social Marketing in Health Promotion 18 . . .So, What Affects Behavior? External Access Skills Actual consequences Cultural beliefs and values Policies

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Social Marketing in Health Promotion 19 Marketing is more about lowering barriers and increasing benefits!

What is Marketing About? : 

Social Marketing in Health Promotion 20 What is Marketing About? It’s about Decreasing Barriers & Increasing Benefits of Behavior Brushing teeth Battery operated brushes with timer, bubble gum flavors, fewer dental visits, less time and money spent, fewer cavities Stronger teeth, great smile, good breath

What is Marketing About? : 

Social Marketing in Health Promotion 21 What is Marketing About? It’s about Decreasing Barriers & Increasing Benefits of Behavior Not driving after drinking/under the influence Providing low cost limousine service Being/feeling/looking cool www.roadcrewonline.org

Program Planning Framework : 

Social Marketing in Health Promotion 22 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

First Things First! Apply Best Practices : 

Social Marketing in Health Promotion 23 First Things First! Apply Best Practices

Competitive Advantage : 

Social Marketing in Health Promotion 24 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 25 Social Marketing: A Model for Interventions that Facilitate Behavior Change What is the health problem? What actions could reduce the problem? POLICY/RULES THAT INFLUENCE THE ACTION Policy, rules, legislation WHO MUST ACT TO RESOLVE PROBLEM Target audience Stakeholder, group, or individual market research WHAT ACTION MUST BE TAKEN Product (or Behavior) HOW YOU TELL THEM ABOUT THE WHAT, WHY, WHERE AND HOW Promotion or Communication WHY THEY WANT TO DO IT Pricing WHERE (HOW) THEY CAN DO BEHAVIOR Place Community resources Partnerships Specific clinics Product offering ** may be where they learn how to do behavior (training) Social Marketing as a Model for Interventions that Facilitate Change, Susan D. Kirby, 1995 Describing the action in a what that is relevant to the target audience and helps fulfill some unmet need, but not contrary to science Increasing knowledge Increasing benefits Decreasing barriers Improving self-efficacy Increasing social pressure or norms Classroom teaching, worksite education Mass media messages Small group discussion , community meetings Patient/doctor interaction Point of purchase display Methods we can use to increase social pressure, provide protection for public Create action by third parties Create incentives for health enhancing policies Marketing Mix

Key Concept - Competition : 

Social Marketing in Health Promotion 26 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

Key Concept - Exchange : 

Social Marketing in Health Promotion 27 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

Exchange : 

Social Marketing in Health Promotion 28 Exchange You Give Me $1.00 You Get A Pepsi a thirst quencher good taste fun youthful feeling girl/boyfriend

Exchange : 

Social Marketing in Health Promotion 29 Exchange You Give Me 75¢ Embarrassment Loss of Pleasure Argument Relationship difficulties You Get A Condom protection against pregnancy protection against STDs peace of mind sense of control hope for the future a date

Exchange : 

Social Marketing in Health Promotion 30 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

Define the Health Problem : 

Social Marketing in Health Promotion 31 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

Identify Who Must Act to Solve Problem : 

Social Marketing in Health Promotion 32 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

Identify Who Must Act to Solve Problem : 

Social Marketing in Health Promotion 33 Identify Who Must Act to Solve Problem Select target segments for your program and plan research

Conduct Formative Research : 

Social Marketing in Health Promotion 34 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 Plan initial concepts and program elements

Develop Project & Interventions : 

Social Marketing in Health Promotion 35 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

How Does Marketing Do This? : 

Social Marketing in Health Promotion 36 How Does Marketing Do This? It’s about the “4 Ps” Product Price Place Promotion Policies – Sometimes called a 5th P

Marketing “Strategies”-- What are We Offering : 

Social Marketing in Health Promotion 37 Marketing “Strategies”-- What are We Offering 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 (Product)

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Social Marketing in Health Promotion 38 Cost to the target audience of changing behavior Can be financial, or more often related to other “costs” time effort lifestyle psychological cost Marketing “Strategies”Barriers/Benefits (Price)

Marketing “Strategies”Where we Offer It : 

Social Marketing in Health Promotion 39 Marketing “Strategies”Where we Offer It 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 (Place)

Marketing “Strategies”Providing Information : 

Social Marketing in Health Promotion 40 Marketing “Strategies”Providing Information Presenting information in a way that: is memorable stands-out from competing messages 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 (Promotion)

Marketing “Strategies”Providing Information : 

Social Marketing in Health Promotion 41 Marketing “Strategies”Providing Information (Promotion) News stores Letters to the editor PSAs Brochures Word-of-mouth/face-to-face Education sessions Advertising Media relations Events Personal selling Entertainment Direct mail Communicating to the audience about product/program, price, and place variables

Deliver and Monitor Program : 

Social Marketing in Health Promotion 42 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

Conduct Evaluation : 

Social Marketing in Health Promotion 43 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

Think Like a Marketer : 

Social Marketing in Health Promotion 44 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?

Next Step: : 

Next Step: Your turn to be a social marketer! Questions and Answers Contact Information Jim Grizzell jvgrizzell@csupomona.edu (909 856-3350 www.csupomona.edu/~jvgrizzell www.healthedpartners.org/ceu/sm

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Social Marketing in Health Promotion 46 Ecological / Environmental Approach Social Marketing’s FitContinuum of Interventions