Class 18: Social Marketing & Health Promotion (Mar 12)

Learning Objectives
1. Define social marketing
2. State the goals of social marketing
3. Explain the principles of social marketing
4. Define the four “P’s” of social marketing
5. Discuss the four “P’s” of social marketing by examining a successful social marketing campaign
Social Marketing
-“A program-planning process that applies commercial marketing concepts and techniques to promote voluntary behaviour change” (Grier & Bryant, 2005, p. 319)
-“Seeks to influence social behaviours not to benefit the marketer, but to benefit the target population and the general society” (Weinreich Communications)
-“The application of commercial marketing principles to advance the public good” (Lefebvre, 2011, p. 55).
Traditional Means of Influencing
People’s Behaviours on a Mass Scale:
-Educational approaches:
• (Is it sufficient to bring about change?)
-Policies
• (Do we want to live in a world where all our health or social behaviours are regulated?)
Who uses Social Marketing?
-Centres for Disease Control
-Local health departments
-Public Health Agency of Canada
-Community-based organizations
-Corporations
-Canadian Cancer Society
Marketing Principles
Focus on the consumer***
market research
developing a marketing program
What issues have been addressed?
-Breast cancer
-Smoking
-Physical activity
-Bicycle helmets
-Immunization
-Child abuse
-Depression
-Recycling
-Sexual health
-Organ donation
Products
Tangible Products:
-Physical Product
-Services
-Practices
Intangible Ideas:
-Environmental protection
-Energy conservation

-In order for a product to last a person to feel that the product is a genuine solution to the problem
-Role of research to identify how consumers feel about a problem and come up with a product as a solution

Price
-What must the consumer do in order to obtain the social marketing product? *Not just monetary cost but psychosocial cost as well (challenges to morals and ethics etc)
-Incentives and costs involved with the behavioural change as perceived by target audiences
Costs:
-Goes beyond monetary
-Time, effort
-Psychosocial “costs”

-If product costs more than what the incentive is to use it the product will not be used.

Place
The way the product reaches the consumer (is it likely to reach the consumer that is being targeted)
-Locate where there is an opportunity for the target audience to access the campaign products, services and activities
-If the product is not in the right place the consumer will not use it
Promotion
-The integrated use of advertising, public relations, media advocacy, personal selling and entertainment vehicles
-Communication efforts to disseminate campaign behaviours, products, services, incentives, and priorities among different stakeholders
Additional P’s
-Publics
-Partnership: In order to achieve information
-Policy
-Purse Strings: Who’s going to pay for this research and implementation/create a program and sustain it
Power
-The exercise of choice
-individuals with choice are more likely to buy into a social marketing campaign
Hegemonic Power
-Power that is invisible/internal
-caregivers have a great deal of hegemonic power, we have knowledge and control over the information that we give clients, thought it is our responsibility to keep them informed
Empowerment
a pivotal concept throughout health promotion
Empowerment ideology
-Belief that all people have existing strengths and capabilities as well as the capacity to become more competent
-By building on strengths instead of weaknesses, the likelihood that people will become empowered is maximized
Empowerment is Embraced
-Empowerment is not given, clients empower themselves
-health care providers help individuals and communities develop, secure, and use the resources and skills that promote a sense of control and self-efficacy
Relational Practice
-Requires letting go of our expert emphasis on trusty tools and techniques and opening ourselves up to a “relational way of being”that is health promoting
-Need to negotiate power where clients are meaningfullyinvolved in care decisions
-Care is initiated by hearing the client’s story and then developed collaboratively based on the client’s experience and the nurse’s knowledge(
1986 Ottawa Charter
-Adopted the WHO 1984 definition of health and health promotion
-Emphasized equity in health as the main focus of health promotion
-Essential prerequisites for health identified
-5 key strategies for health promotion
1.Strengthen community action
2.Development Professional skills
3.Build healthy public policy
4.Create supportive environments
5.Reorient health services

-38 countries signed the Ottawa charter***

(5) Health Promotion Strategies
-Develop personal skills and health practices
-Create supportive environments (different from social environments)
-Strengthen community action
-Build healthy public policy
-Re-orient the health care system
Role of health professional
• work *with* the client to facilitate change
• knowledge of theories of change
– assist with the development of skills and capacities
– assist the client with various steps of the change process
– modify the social environment (e.g. healthy public policy).
Ethics of Behaviour Change
• Client autonomy and self-determinism must be respected.
• Sound information and credible sources of information must be used.
• Coercive and authoritarian strategies should be
avoided.
• Client led.