Transcript - Foundations of Public Health, Epidemiology, and

TEMPLE UNIVERSITY
Social Marketing in Health
Promotion
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KORNBERG SCHOOL OF DENTISTRY
TEMPLE UNIVERSITY
Outline
• Define social marketing
• Social marketing in health promotion
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KORNBERG SCHOOL OF DENTISTRY
TEMPLE UNIVERSITY
Definition
• Social marketing is applying commercial
marketing methods to the promotion of
specific healthy behaviors in a targeted
population group.
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KORNBERG SCHOOL OF DENTISTRY
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Definition
• "The application of commercial
marketing technologies to the analysis,
planning, execution, and evaluation of
programs designed to influence
voluntary behavior of target audiences
in order to improve their personal
welfare and that of society."
Andreasen, AR. Marketing Social Change: Changing Behavior to Promote
Health, Social Development, and the Environment. San Francisco, CA: JosseyBass; 1995.
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Social Marketing
• In the 1970s, Philip Kotler and Gerald
Zaltman suggested that marketing
principles could be used to sell ideas,
attitudes, and behaviors.
• Social marketing seeks to influence
social behaviors not to benefit the
marketer, but to benefit the target
audience and the general society.
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Social Marketing
• Social marketing has been used to
promote oral health behaviors such as
tooth brushing with a specific product.
While this approach may focus on the
product, the marketing strategy also
focuses on changing behaviors.
• Marketing has successfully been used
to promote the preferences for “white
teeth”.
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Marketing Mix
• In designing a social marketing
campaign it is important to consider the
marketing mix.
• The mix refer to decisions about how
the product is designed (Product); price
(P); distribution or place (P); and
promotion. These are called the 4 ‘P’s
of marketing which define the marketing
mix.
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Product
• The “product” in social marketing may
be an object (such as toothpaste or
gloves), services (screening or physical
examination), practices (breastfeeding,
flossing, reducing exposure to sugar
drinks) or intangible ideas such as
protection of the environment from
hazardous waste.
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Product
• In order to define a “product” for
marketing, the targeted population must
perceive that they have a problem or a
need that the product will resolve.
• The role of marketing research is to find
out consumers’ perceptions of their
needs and how much they feel that an
action is needed to resolve the problem.
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Price
• Price refers to the action that the consumer
must take to get the marketed “product.”
– The action may involve paying for the product,
giving up habits or unhealthy behaviors or
adopting new behaviors.
– The benefits of getting the product must outweigh
the cost; otherwise, consumers will not adopt or
“buy” the product.
• Because social marketing deals with health
behaviors, beliefs, and attitudes, there is a
need to research how consumers feel about
the product and “cost”.
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Place
• "Place" in a social marketing campaign refers
to channels or locations where consumers
may access the information, training, or
services. Place may include a community
clinic, a private office, a church, shopping
mall, mass media, billboards, or in home
demonstrations.
• To determine the best “place” to deliver a
product, research should explore the targeted
audience experiences, demands, and
preferences.
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Promotion
• Promotion is the final “P” and it refers to the
integrated use of advertising, public relations,
promotions, media advocacy, personal selling,
and entertainment media.
• The focus of promotion is on creating and
sustaining demand for the “product”.
• Promotion may take place using public service
announcements, paid advertisements, and
other methods such as coupons, media events,
and editorials, Research is crucial to determine
the best approaches to promote the product.
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Additional Social Marketing
• Publics
• Partnerships
• Policy
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Publics
• Social marketing campaigns may have
different and sometimes diverse
audiences.
• External publics include the target
audience (e.g. caregivers), secondary
audiences (e.g. children), policymakers,
and gatekeepers, while the internal publics
are those who are involved in some way
with either approval or implementation of
the program.
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Partnerships
• Successful social marketing campaigns
require networking and partnering with
community and professional
organizations who share similar goals in
the mission of the campaign.
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Policy
• Social marketing programs may focus
on promoting changes in policy and
programs to sustain the behavior
changes promoted. Advocacy for policy
change sometimes is part of an
integrated campaign to promote
change.
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Funding
• Social marketing campaigns require
support from grants or contracts from
foundations, government, or
corporations.
• Social marketing campaigns, if
successful, may generate funds through
saving of cost of healthcare as a result
of change in practices or behaviors.
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Detroit Oral Cancer
Prevention Project
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KORNBERG SCHOOL OF DENTISTRY
TEMPLE UNIVERSITY
Detroit Oral Cancer Prevention Project
– 5 year project
– Increase awareness of oral cancer and
promote early screening through:
•
•
•
•
Community education campaign
Media campaign (Billboards, radio, newspaper)
Toll-free information line (1-877-7-CHECKED)
Screening clinic(s)
– Biopsy clinic
– Oral surgery clinics
• Provider education (CDE, CME, Online)
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Goals of Project
Increase awareness
Increase screening
Increase proportion of cancers detected earlier
Decrease deaths from oral cancer
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Why Detroit?
• African Americans in Detroit have one
of the highest rates of oral cancer in
the country.
• Oral cancer is the 4th most common
cancer among African-American men in
Detroit after
1) prostate
2) lung and bronchus
3) colon and rectum
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KORNBERG SCHOOL OF DENTISTRY
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Why Detroit?
• During 1992-2001 there were
2,618 deaths due to invasive
oral cancer in Michigan
• 46% of all deaths related to
oral cancer were clustered in
Detroit/Wayne County
• Wayne County had a mortality
rate that was higher than the
total Michigan mortality rate
• African American males had
the highest mortality rate among
all race & gender groups
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Early Detection is Key
• Get checked before it’s too late
• Better chance of survival if detected early
Alive at 5 years
5 Year Cancer Survival Rates
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
80%
50%
32%
Localized
Regional
Distant
Cancer Stage
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Screening Clinic
• Visit your dentist or doctor
– Ask to be checked for oral cancer
• Call 1-877-7-CHECKED (1-877-7243253)
– To schedule appointment for screening
• It’s free
• It’s painless
• It could save your life
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KORNBERG SCHOOL OF DENTISTRY
TEMPLE UNIVERSITY
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KORNBERG SCHOOL OF DENTISTRY
TEMPLE UNIVERSITY
Oral Cancer is a Killer in Michigan
You can Make a Difference!
Each year there are over 1,000 new cases of oral cancer and about
250 deaths in our state.
The Detroit Oral Cancer Prevention Project is offering an ONLINE
continuing educational program on oral cancer
Earn CME or CDE credit hours by accessing
detroitoralcancer.org
Listen to the story of a survivor of oral cancer; watch videos and slide
presentation on the diagnosis and prevention of oral cancer.
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KORNBERG SCHOOL OF DENTISTRY
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Oral Cancer is a Killer in Michigan
You can Make a Difference!
There is a nominal charge of $15 to issue a CME or
CDE certificates
Access the CE program via detroitoralcancer.org
For questions: Call 734-615-7186
School of Dentistry, University of Michigan
This program is funded by the National Institutes of Health/National Institute of Dental and Craniofacial
Research and the Delta Dental Fund of Michigan
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KORNBERG SCHOOL OF DENTISTRY
TEMPLE UNIVERSITY
Source of Information: Adults
Who Called the Toll-Free Line
Radio ad
864
56.9
Billboard
274
18.1
Newspaper ad
134
8.8
72
4.7
174
11.5
Community education session
Other
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KORNBERG SCHOOL OF DENTISTRY