Transcript Preventive Services Improvement Initiative

Capture Their Attention!
Marketing School-Based Health Centers
Laura Brey, MS
Divya Mohan, MA
Brenda Barron, BA
NASBHC Partnership TOT
April 21-23, 2008
Today We Will…
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Identify the key elements of social marketing
Describe your target audiences and their
gatekeepers
Develop a pitch for your SBHC marketing
efforts
Identify two possible vehicles for marketing to
your target audiences
Develop a social marketing action plan
Introductions

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Find a partner who you don’t know very well
Exchange stories about how you got your names
(if you don’t have one, make it up)
Be prepared to introduce your partner and share
your story
Your Challenge
Be creative!
 Be open to new possibilities!
 Remember that your clients use
products and services that are
marketed well.

Marketing Basics
Marketing Defined…
"Marketing is a dialogue over time with
specific groups of customers whose
needs you understand in depth and for
whom you develop an offer with a
different advantage over the offer of
your competitors.”
www.buildingbrands.com
Social Marketing Defined

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A process for influencing human behavior on
a large scale, using marketing principles for
the purpose of societal benefit rather than
commercial profit
At the heart of the social marketing
approach is the understanding of your
audiences’ needs and wants and the
commitment to create programs, plans, and
practices to help them solve their problems
Ongoing Marketing is Called…
Branding!
"Simply put, a brand is a promise. By
identifying and authenticating a product or
service it delivers a pledge of satisfaction
and quality.”
Walter Landor
Branding Logos are Abstract for a
Reason…
Branding Logos are Abstract for a
Reason…
The Nike Swoosh Story
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
The Result
"I don't love it, but it will grow
on me.”
Phil Knight, CEO, Nike
Four ‘P’s of Traditional Marketing
1.
2.
3.
4.
Product
Price
Place
Promotion
The Marketing Mix
• Price (value)
• Product (solution)
• Place (access)
• Promotion (info)
Product
What are you asking the target
audience to do?
 What are the benefits to the target
audience?
 What is your “competition”? What
could your target audience do instead?

Price
What are the costs (financial and
otherwise) for your target audience to
participate?
 What are other barriers that preclude
your target audience from
participating?
 How can you minimize costs and
remove barriers?

Place
Where are the places that the target
audience makes decisions about
participation?
 Where does your target audience
spend time?
 What information distribution systems
does your target audience use and
prefer?

Promotion
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Which communication channels does your
target audience pay attention to the most
and trust?
How can you best package your
opportunities to reach your target audience
effectively and efficiently?
Who can act as a credible and engaging
spokesperson for the benefits of your
offerings?
Exchange
You Give Me
– $1

You Get
A Pepsi
–
–
–
–
–
Source: www.turningpointprogram.com
A thirst quencher
Good taste
Fun
Youthful feeling
Girl/boyfriend
Exchange
You Give Me
– 75cents
– Embarrassment
– Loss of Pleasure
Source: www.turningpointprogram.com

You Get
A Condom
– Protection against
pregnancy
– Protection against
STDs
– Peace of mind
– Sense of control
– Hope for the future
– A date
Four Additional ‘P’s of Social
Marketing
1.
2.
3.
4.
Publics
Partnership
Policy
Purse Strings
Publics
Who are the people outside your
constituency that you need to engage
to increase your success?
 Whose support do you need inside
your organization to increase your
success?

Partnership
Are there other organizations…
 doing similar work with which you
could collaborate?
 that could bring needed resources and
skills?
 that would be politically advantageous
to align with ?
Policy
Are there any policies that could be
highlighted to heighten interest in
SBHCs?
 Are there ways to showcase influential
policymakers who endorse the SBHC?

Purse Strings
Is the funding you currently have
sufficient to achieve all of your
objectives?
 How can you tap into additional
resources that will help you market
your SBHC?
 Is there the potential of corporate
sponsorship of your SBHC?
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Integration Assessment Tool
What’s your score?
What is integration?
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A high degree of involvement and
collaboration in every aspect of a school:
health, academic, discipline, policy.
Perceived as an integral member of the
school staff and included in all aspects of
school operations and planning on some
level.
A known and valued presence throughout
the school/district
How to Achieve Integration
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Having lunch in the
cafeteria
Taking the
principal/school nurse
to lunch
Serving healthy
refreshments at the
faculty meetings
Displaying visual
materials at Parent
Teacher Conferences
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Providing in service
training for staff/faculty
Attending after-school
events
Offering classroom
presentations
Acknowledging
teachers who have
been supportive
Writing regular articles
for school newsletter.
Goal
Integrate social marketing research
and practice into resource
development, program development,
health promotion, coalition building,
policy change, and branding strategies
for school based health centers.
Source: www.turningpointprogram.com
Key Elements of Marketing and
Social Marketing

Know your AUDIENCE – really! Customer
Orientation is fundamental

Must be an EXCHANGE. Customer must perceive
benefits that equal or exceed cost

COMPETITION always exists

Target AUDIENCE involved in the development &
implementation
BREAK
Stages of Social Marketing
1.
2.
3.
4.
5.
Planning
Messaging & Materials Development
Pre-Testing
Implementation
Evaluation & Feedback
Stage #1: Planning
Objective: What change or new
innovation do you hope that recipients
implement as a result of your efforts?
 Target audience: Who are you
primarily trying to reach with your
efforts?
 Gatekeepers: Who has the most
influence over your target audience?

Stage #2: Message & Materials
Development
What messages will resonate with your
target audience?
 What types of materials will you
develop to convey your messages to
your target audience?
 How will you reach various personality
types in your audience?
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Stage #3: Pre-Testing
Test your messages and materials with
a sub-section of your target audience
and secondary audience.
 Refine your messages and materials,
as necessary.
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Stage #4: Implementation
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What channels will you use to distribute
your messages and materials?
How will you prepare and use your
“primary influencers” to help you
implement your marketing efforts?
How will you continue to ensure your
target audience receives your message?
Stage #5: Evaluation & Feedback
How will you gather feedback to
evaluate your marketing strategy
along the way?
 How will you measure if you were
ultimately successful?

Creating a Marketing Road
Map
Objective: What Are you Trying to
Accomplish?
Write down your objective for your
marketing effort. Try to make it
“SMART”
S= Specific
M= Measurable
A= Achievable
R= Realistic
T= Time-phased
Example
By June 30, 2007, at least 50
additional youth will access our SBHC
mental health services
Audiences & Gatekeepers
Audience: Those people who you are
trying to directly reach with your efforts.
Gatekeepers: Those people who have
decision making power or significant
influence over whether or not your
target audience can attend.
Choosing Your Marketing Target
For the purposes of this workshop, decide
whether you will focus your marketing
planning on your Target Audience or
Gatekeepers.
Your Choice will now be referred to as your
“marketing target”
Target Audience

Primary Audience: Who is your primary
target audience for your issue?

Gatekeepers: Who has the most
influence over your target audience?
More About Your Marketing
Target…
What are the top three concerns of
your marketing target - professional
or personal?
 Record them on your Marketing
Brief.
 Share them with a partner.
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Message Development
Activity:
Why Should I Care?
Your Key Message/Pitch
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Think about your top two key messages
(write it down if you like)
Circulate around the room and find another
partner.
Share your key message/pitch.
If you were the recipient. Let your partner
know what was great about their key
message.
Switch and repeat steps 3 and 4.
Why should I care?
Circulate around the room and find
another partner.
 Share your key message/pitch.
 If you’re the recipient of the pitch, ask
“why should I care?” Be dramatic!
 Reply to the question.
 Change partners and repeat the
exercise.
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Quick Tips
Be brief
 Give them a takeaway
 Look for the “offers”
 Be gracious when people move on
 Leave the door open
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Key Message Wrap-Up
1.
2.
Write down the two best iterations
of your key message/pitch.
Write down your two best replies to
“why should I care?”
What are voters concerns?
Focus Groups
 National Polling Data
 Kellogg Foundation
 Lake Research Partners
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Research
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Focus Groups
– Bangor, Maine
– Walnut Creek, CA
– Portland, OR
– Detroit, MI
– Buffalo New York
– Albuquerque, NM
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Polling
– 1712 voters ages 18
or older nationwide
– 301 residents in Maine
– 320 in Louisiana and
305 in Massachusetts,
– A second wave,
included 300
interviews each in
Oregon, New York
and New Mexico
Talking Points
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In defining school-based health
care, less is more.
– Voters like the idea in theory
– They also have reservations.
– Overly complex explanations only lead to
more questions.
– Sticking to the basics should be the rule
of thumb!
Talking Points
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Avoid including a litany of services. Stick to
the core services that include:
– health education
– mental health services
– treating acute illness and sudden trauma
– and managing chronic illness
They tend to be less controversial.
Talking Points
Including the term mental health
evokes concerns unnecessarily
 Use modifiers
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– grief therapy
– peer pressure and bullying
– suicide prevention
Talking Points
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It is equally critical to avoid talking about prescribing
and dispensing medication
– controversial
– increase voters’ opposition to school-based health care.
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Repeatedly reminding voters that, for the most part,
parental consent is mandatory is key.
– It is a point voters constantly return to in the focus groups
– it’s one of voters chief concerns about school based health
care.
Talking Points

When talking about the need for school-based
health centers, several outcomes should be
emphasized.
– access for children who might not other wise seek care;
– providing better and easier access to health care for
uninsured and under-insured children;
– that 40 percent of students served by the centers have no
other health care options
– promoting prevention and early intervention in cases of
chronic conditions
– mental health
– centers will help children stay healthy and give all children
an equal chance to succeed in school.
Facing Opposition

Avoid highlighting that parents will not have to take time off of
work.
– Voters divide as to whether this is an important or a good
outcome.
– In the groups, voters voiced concern that school-based health
care would allow parents would abdicate their responsibility to
provide health care.
– This reinforces that sentiment and shouldn’t be a lead message.
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Voters who shift away after hearing the two sides think
– it possible that quality of care will not be good,
– that money will be taken away from other educational priorities,
and
– that children will get care without consent.
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Even base voters think:
– it is likely that money will be taken away from other priorities that
children will get care without consent.
What’s Your Schtick???
What’s your Schtick?
Truth anti-smoking campaign
Personality of SBHCs
Persevering
 Responsive
 Friendly
 Collaborative
 High-quality

Personality Focus
Now, think about
what personality
might be MOST
EFFECTIVE in
capturing the
attention of your
marketing target.
LUNCH
This Afternoon We Will…
1.
2.
3.
4.
5.
Identify the key elements of social
marketing
Describe your target audiences and their
gatekeepers
Develop a pitch for your SBHC
marketing plan
Identify two possible vehicles for
marketing to your target audiences
Develop a social marketing action plan
Key Message/Pitch
Street Talk
Half Life - Round One
Your marketing team has 3 minutes to
develop a message related to
promoting your SBHC that uses
EXACTLY 32 words.
When Michaelangelo was
asked…
“How did you know how
to carve the David?”
He said…
“I just removed the
bits that didn’t look
like him.”
Half Life - Round Two
Your marketing team has 3 minutes to
develop a message that uses
EXACTLY 16 words.
Half Life - Round Three
Your marketing team has 3 minutes to
develop a message that uses
EXACTLY 8 words.
Choosing the Right Vehicles
(And When to Drive Them)
Driving Lessons
Think of all of the different
vehicles (e.g. fliers, email) that
you currently use to market
your center or service to your
marketing target and list them
in your workbook (pg.8).
Driving the Rotary
1.
2.
3.
4.
5.
Go to your assigned poster.
Choose a recorder and a reporter.
List all of the cheap and elegant ideas
you can for the given marketing target.
Move clockwise to the next poster
when the bell rings.
Be prepared to report out all of the
ideas on your last poster.
Replacing Worn-out Vehicles with
New Models
Stay at your original poster.
 Pick three things off the list and add
flair to them.
 Report them to the group.

Pulling Into the Driveway
Stages of Social Marketing
1.
2.
3.
4.
5.
Planning
Messaging & Materials Development
Pre-Testing
Implementation
Evaluation & Feedback
Test Drive
(Ideas for Market Testing)
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Interview key informants.
Conduct focus groups, surveys or telephone
questionnaires with a subset of your marketing
target.
Use on-line resources (Zoomerang, Survey
Monkey).
Review materials with existing advisory committees.
Make use of university interns and high school
student to assist in the work and learn new skills.
Solicit incentive donations from sponsors.
Reflection & Action Planning
How will you use the new tools and
strategies in the next three months?
 How will you involve others in the
development and implementation of
your marketing strategies?
 What additional support do you need?

Final Action Plan
Action
Steps
1.
2.
3.
4.
1.
2.
3.
4.
1.
2.
3.
4.
Lead
Timeline
When in the world am I going to
have time to work on this?
Plan Ahead but be Flexible
 Work
together as a team to develop
goals and objectives.
 Put names and dates to each
activity and hold staff and
volunteers accountable.
 Revisit these lists at staff meetings.
Making Change
Social Change
Everyone supports the
behavior as normal and
desirable.
Policy Change
Laws or regulations that
require compliance.
Individual Change
• Education of a student
• Patient health services
• Organizing an advocate
Social Marketing Resources
• The Turning Point Collaborative for Social Marketing
www.turningpointprogram.org
• CDCynergy Social Marketing Edition
http://www.cdc.gov/communication/cdcynergy_eds.htm
• Annual Social Marketing in Public Health conference, June
Clearwater Beach, Florida.
http://www.cme.hsc.usf.edu/coph/sm06.html
• The Social Marketing Quarterly www.taylorandfrancis.com
Subscription rates: Institutional: $148, Individual: $30
• “Social Marketing on a Shoestring Budget” satellite
broadcast
http://www.albany.edu/sph/coned/t2b2shoestring.html
Thank You!
Planned Parenthood of Maine
 Academy for Educational Development
 Rocky Mountain Center for
Professional Development
 Centers for Disease Control and
Prevention (DASH)

Contact Information
Laura Brey, Training Director
National Assembly on School-Based Health
Care
(202) 638-5872
[email protected]
www.nasbhc.org