Social Marketing For Public Health

Kotler and Zaltman (1971)
who coined the term social marketing and when?
It is a distinct discipline in the field of marketing
It is good for society as well as target audience
It relies on principles and techniques developed by commercial marketing. Especially the marketing mix strategies, conventionally called 4Ps
Several Features are essential to social marketing
Product, place, price and promotion
marketing mix strategies, conventionally called 4Ps are:
Accept a new behavior
Reject a potentially undesirable behavior
Modify a current behavior
Abandon an old undesirable one
Social marketers typically try to influence target audience toward four behavioral changes:
Health Promotion
Injury Prevention
Environmental Protection
Community Mobilization
Four major arenas that social marketing has focused on
It uses prevention as a prime intervention strategy
it is grounded in a broad array of sciences
it has the philosophy of social justice as its central pillar
It is linked with government and private policy
Public health has several distinguishing features:
Going Global for public Health (Trend 1)
social marketing American invention in 20th century
– Alan Andreasen; Georgetown Social marketing email list; 2,100 from
40 countries
– World Social Marketing Conference etc.
Social Advertising
the design implementation, and control of programs
calculated to influence the acceptability of social ideas and involving
considerations of product planning, pricing, communication,
distribution, and marketing research
Vertical perspective (Upstream)
To understand where social problems come from how they arise on various agendas, and how they are adressed
Horizontal perspective (Downstream)
Considering the range of players who need to act and the kinds of changes that have to happen for the social change process to move forward
Integration of Downstream, Midstream, and Upstream Efforts
social marketing once called “an administrative theory”world a better place for everyone, not just for
investors/foundation execs
Midstream
those with ability to influence others in the TM community (family members, neighbours etc.)
Building Partnerships
Public Health issues are often so complex that no single agency is able to make a ‘dent’ by itself. So trend 3 is:
Corporate Social Initiatives to Support Social Marketing Effort
Corporations feel pressure to be more socially responsible more active in global communities direct involvement in social initiatives causing change
corporate cause promotions
to increased awareness & concern for social causes
Cause-related marketing
to make contributions to social causes based on product sales
Corporate social marketing
to support behavior-changing campaigns
corporate philanthropy
to make direct contributions to social causes
Community volunteering
– To have employees donate their time and talents
– Socially responsible business practices
Which involve discretionary business practice investments to support social causes.
Intergration of the 4ps
it is the mix or the synergy of the 4ps
1.)Traditional media (newspaper, TV, radio, billboards etc.)
2.)nontraditional media: desktop wallpaper, plastic cups, posters etc.)
3.) addressable media: direct mail, flyers, postcards, pamphlets
4.) digital/interactive media: internet, video games, DVDs, phones
Integration of Various Communication Formats and Media which uses:
effective delivery and applying the strengths of each communication disciple
why integrate? :
Social media
However, people tend to confused social marketing with __________
edutainment (Trend 7)
a term coined from educational entertainment, is a type of entertainment designed to be educational
edutainment
Word of Caution _______ needs to be used appropriately i.e. organ donations example
Paying Attention to Social, Cultural, and Regulatory
Environment
Trend 8
Marketing Research
can be divided as formative, pretest, monitoring and evaluation research.
Formative Reserach
: forms strategies, to select and understand target audience and develop draft marketing strategies
pretest
Monitoring
Evaluation
: before campaign launched
: research: during
: after
Appropriate Fesibility
Great attention paid to the ________ an ________ of research in a TM
Focusing on changing behavior
Trend 10
Define the problem, purpose and focus
adequate background info put in perspective
– identigy campaign’s sponsors
– Purpose statement: what impact and benefits that the social
marketing campaign would generate
– A focus: narrow down scope of campaign to best use resources
available, max impact, ensure feasibility
purpose statement
what impact and benefits that the social
marketing campaign would generate
a focus
Is determined to narrow down scope of social marketing campaign to best use resources available, maximize the campaign impact and ensure the campaign feasibility
SWOT
Conduct a Situation Analysis in other words a ______ analysis
Strength & Weakness (organizational), Opportunities
& Threats (environmental)
What is a SWOT analysis?
target audience,
Segmentation
a ______ ________ is like a bulls eye it is selected through _________.
Segmentation
audience segments
divide broad audience(pop.) into homogeneous sub audience called ————–
Behavior Objective
Knowledge objective
Belief Obective
Marketing objectives always include:
Behavior Objective
something you want the audience to do as a results of the campaign
Knowledge Objective
Makes clear the information or facts that the target audience needs to be aware of through the campaign
Belief Objective
what the target audience needs to believe in order to change its mind
specific measurable achivable relevant and time-bound
Marketing goals responding to the marketing objectives should be SMART__________
Barriers, benefits, competitors, influences
Identify Factors Influencing Behavior Adoption, specifically BBCI
Barriers
reasons the TM may not want the behavior to be promoted
Benefits
gains that the TM could see through adptiong the targeted behavior
Competitors
related behaviours (or organizations) that TM is currently engaged in/preferred
Influences
the “important others’ have bearing on the TM
i.e. family, social networks.
Positioning Statement (step 6)
describes what TM is supposed to feel and think about the targeted
behavior and its related benefits
Core product, actual product, Augmented Product
Product strategy consists of two elements
core product
consists of all the benefits the TM will experience or expect in exchange for target behavior
Actual Product
is the desired behavior
Augmented Product
Refers to any additional tangible object or services that will be included in the offer and promoted to TM
Price strategy
sums up the cost the TM will “pay” for adopting the behavior (not always in money)
aim to minimize these cost by maximizing incentives
place Strategy
is largely where and when the target audience will be encouraged to perform the desired behavior and/or to obtain tangible products or services associated with the campaign.
delivery system/distribution channel for campaign
– convenient and pleasant for TM
Promotion Strategy
info on product benefits and features, fair price, and easy accessibility, needs effective and efficient communications to bring to the TM and inspire action
– need to max. success of the communications
creative elements
translate the content of intended desired messages into specific communication elements which include copy, graphic images, typeface for traditional print media etc.
Monitoring
Monitoring: measurement conducted after launch of new campaign, b/f its completion
– Evaluation
: measurement and final report on what happened through
the campaign
Output, outcome and impact
Measures fall in three categoires
output measures
For program activities
outcome measures
For target audience responses and changes in knowledge beliefs and behaviors
impact measures
for contributions to the plan purposes
Establish Budgets and Find Funding Sources
Step 9
Complete the Plan for Campaign Implementation and
Management
– already have specifics on who will do what, with how much, and when