Chapter 15 Social Marketing

Social Marketing
In addition to solving individual health problems and/or behavior change; Social Marketing has been used to promote
– Public health services
– Policy changes
Social Marketing (textbook definition)
– Application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences to improve their personal welfare and that of society
Social Marketing (meaning)
– Uses marketing principles
– Promotes socially beneficial behaviors
– Create, communicate, and deliver socially beneficial programs
Distinguishing Features of SM
– Creating satisfying exchanges
– The use of marketing’s conceptual framework
– A data-based consumer orientation
– Audience segmentation
Satisfying Exchanges
– Consumers want to optimize the benefits and minimize the costs
– Tangible commodities vs. healthy behavior
– Less intrinsically satisfying
– Have to wait to see longterm result/outcomes
The Conceptual Framework
1. Product – actual, core & augmented
2. Price – monetary outlays & nonmonetary costs
3. Place – can have many meanings
4. Promotion – communication and other activities to bring change
Consumer Orientation
– Involves commitment to understand consumers
– Formative research conducted
– Use of theoretical frameworks and behavioral theories
Audience Segmentation
– Dividing a population into distinct segments
– Based on characteristics that influence responsiveness to the marketing
– Determines best way to reach each group
Steps in Social Marketing
– Audience analysis, problem description, and formative research
– Strategy development
– Program development
– Implementation
– Tracking and evaluation
Continuous Monitoring and Revision
– Identifies activities that are effective
– Identifies activities that need revision
– Gauging audience responses
– Process evaluation – addresses questions of program implementation
– Impact evaluation – extent to which program objectives are being met
Criticisms and Challenges
– Overemphasis on interventions that “blame the victim”
– Confusion between social marketing and social advertising
– Failure to conduct formative research
Criticisms and Challenges (cont’d)
– Overuse of focus groups
– Failure to segment
– Failure to evaluate interventions
Percieved Quality of Life (QOL)
– has 2 parts
– health-related QOL
– non-health related QOL
iatrogenic disease
– type of malfunctiong due to application of medical care
actual product
behavior, good, service or policy being promoted
core product
benefits that consumers find attractive and that distinguish the actual product from its competition
augmented product
features that add value to actual product
competition
products (services, behaviors or commodities) that compete w/ a product
price
the costs consumers exchagne for product benefits, including monetary and other costs
place
locations where services are provided and consumers practice new behaviors, channels for distributing tangible products, and people who can facilitate adoption
promotions
communications and other activities designed to bring about behavior change
audience segmentation
– process used to divide large hetergenous populations into more homogenous subgroups based on characteristics that influence their responsiveness to marketing interventions
– offers effective strategies & optimization