Describe the impact of social marketing in health promotion strategies.

Social Marketing*

Health Promotion Strategies & Tactics (COH430)

National University

* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.

Chapter 5 Learning Objectives

1. Learn the differences between marketing and social marketing.

2. Understand the social marketing process.

3. Learn tips and techniques to overcome social marketing concerns.

Marketing
Analysis, planning, implementation, and control of carefully formulated programs
Based on consumer research
Designed to bring about voluntary exchanges of values
Purpose of achieving organizations’ goals and objectives
Special niche for marketing in health education

Social Marketing – Introduction

Marketing and Health Communication

What is “marketing”

Formulated program based on consumer research

Involves analysis, planning, implementation and control
Goal: achieve organizational goals and objectives through voluntary exchange of values with target population

Social Marketing – Defined

Based on marketing

Is “the process for influencing human behavior on a larger scale, using marketing principles for the purpose of societal benefit rather than commercial profit” (Smith, 2000, p.11).
For messages to take hold programmatic elements must be added – these elements add up to social marketing

Social Marketing is not Health Communication

Health Communication is:
“…crafting and delivery of messages and strategies based on consumer research to promote the health of individuals and communities” (Bensley & Brookins-Fisher, p.105).

Social Marketing and Public Health

Used successfully to:
increase health care and health education program use
Improve client satisfaction
Achieve social and health behavior change
Effective in:
Increasing contraceptive use
Reducing blood pressure
Increasing consumption of fruits and vegetables

Marketing plan
Analyze problem and situation
Use interviews, focus groups, or surveys
Set overall goal
Conduct market analysis
Marketing mix
Initial design
Test marketing

Social Marketing – Process Overview

The problem
A difference in the actual state and the desired state of a situation

Social Marketing – Problem/Situation

Ways to identify a problem
Observation
Interviews
Surveys
focus population
other people/organizations

Social Marketing – Problem/Situation

Marketing Concepts

Consumer Orientation
Needs and wants of the consumer
If we meet the needs and wants of the target population we can influence behavior change

Exchange
Takes place between consumers and companies

Using promotion techniques, offer product at right price, through correct channels
Exchange : Consumers give up what they currently have, use, or believe
What is being offered

Social Marketing – Concepts

Social Marketing Concepts

Segment Focus Audience
Market Segmentation
Influence Channel Analysis
Demand
Negative
None
Latent
Falling
Irregular
Full
Overall
Unwholesome

Competition
Marketing Mix
Four P’s (Product, Price, Place, Promotion)
Expansion of Four P’s
Public
Partnership
Policy
Purse Strings
Positioning and Consumer Satisfaction
Brand Loyalty

Social Marketing – Concepts

Market segmentation
Creating subgroups to be reached by a specific program
Demographics
age, race, location, gender
Psychographics
attitudes, interests, values, lifestyles
Behavioral variables
benefits sought, loyalty status, readiness to change

Social Marketing – Concepts

Market segmentation
Primary audiences
The people whose behavior is to be changed
Secondary audiences
Groups that influence the behavior of intended audiences
Not Universal audiences
Not the general public

Social Marketing – Concepts

Influence channel analysis
Determines the most effective way to make
Services,
Products and
Programs accessible to a focus population

Social Marketing – Concepts

Demand
Degree to which a transaction is wanted
Negative demand
A large segment of the market dislikes a product
Would pay to avoid it
No demand
Customers are unmotivated or indifferent

Social Marketing – Concepts

Latent demand
Cannot find an existing product that meets a need consumers want satisfied
Falling demand
A significant drop in the level of demand
Irregular demand
Fluctuation in the use of a product
Based on a season or day of week

Social Marketing – Concepts

Full demand
A company has all the business it needs
Overall demand
Demand is higher than the organization can or wants to handle
Unwholesome demand
Dangerous or harmful products are distributed by competitors

Social Marketing – Concepts

Competition
Alternatives to an offering
Same product/program offered by someone else
More appealing version of product offered
More appealing method for same benefits
Wanting to accomplish something before engaging in activity

Social Marketing – Concepts

Marketing mix
Combination of factors put together
Understanding of the wants/needs
focused market segment
Make the focused market segment want to
exchange what they currently do or believe
for the product, service, or idea being offered

Social Marketing – Concepts

4 P’s Marketing mix
Product
Price
Place
Promotion

Social Marketing – Concepts

4 P’s Expansion
Public
Partnership
Policy
Purse Strings

Public
Stakeholders in the program
Partnership
Teaming up with another organization
Address complex problems

Social Marketing – Concepts

Policy
Environmental and contextual changes
to support behavior change
Purse strings
Funding sources to support social marketing

Social Marketing – Concepts

Positioning
Creating a personality for an offering
Based on its key attributes
Well-positioned offerings hold a unique place in the consumers mind

Social Marketing – C0ncepts

Consumer satisfaction
Giving people what they expect
Giving people more than they expect
Satisfied customers tell ~3 people about their positive experience
Demonstrated through research

Social Marketing – Concepts

Brand loyalty
A consistent preference for and choice of
A particular company’s product or service
Develops among customers over time
One company has proven “satisfactory”
Customers are most likely to pick them

Social Marketing – Concepts

Three levels of Brand Loyalty
Brand recognition
Brand preference
Brand insistence

Social Marketing – Concepts

Overcoming Challenges
Do not limit the marketing process
Take a step-by-step approach
Devise an evaluation plan
Overcome social marketing concerns

Social Marketing – Challenges

Step-by-Step Approach
Know oneself
Start at the top
Start doing research
Rub shoulders with real marketers
Hire marketing specialists

Social Marketing – Approach

Step-by-Step Approach
Reward risk-taking and experimentation
Look for consumer barriers to dismantle
Continually reassess all four P’s
Conduct routine “marketing audits”
Go about tasks in a different way

Social Marketing – Approach

Overcome Concerns
Market analysis problems
Market segmentation problems
Product strategy problems
Pricing strategy problems

Social Marketing – Concerns

Overcome Concerns
Channel strategy problems
Communications strategy problems
Organizational design and planning problems
Evaluation problems

Social Marketing – Concerns

Expected Outcomes
Positive health outcomes
Successful selling
Greater understanding of community
Partnerships
Updated strategies

Social Marketing – Outcomes

Successful Social Marketing Campaigns

Washington Heights low-fat milk campaign in New York City
Link to Article (NIH)

Pawtucket Heart Health Program
Link to Article (PDF)
“Click it or Ticket” May 2014 Mobilization Plan
Link to Work Plan

Successful Social Marketing Campaigns

Link to Case Study
WIC Breastfeeding Promotion Project
Link to Project

Describe the impact of social marketing in health promotion strategies.

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