Transcript Slide 1

What is social marketing
and
How to apply social marketing in
health interventions
Dr Ray Lowry
Senior Lecturer
University of Newcastle
[email protected]
Marketing?
Marketing is the process of
planning and
executing the
conception,
pricing,
promotion, and
distribution of
ideas, goods, services, organizations, and events
to create and maintain relationships
that will satisfy individual and organizational objectives."
What is Marketing?
Most people think that marketing is only about the
advertising and/or personal selling of goods and
services. Advertising and selling, however, are just
two of the many marketing activities.
What is Marketing?
In general, marketing activities
are all those associated with
identifying the particular wants
and needs of a target market of
customers, and then going about
satisfying those customers better
than the competitors.
What is Marketing?
……Involves doing market research on
customers,
analysing their needs, and then
making strategic decisions about
product design, pricing, promotion and
distribution.
What is Marketing?
"Marketing is the process of planning
and executing the conception, pricing,
promotion, and distribution of ideas,
goods, services, organizations, and
events to create and maintain
relationships that will satisfy
individual and organizational
objectives."
-Contemporary Marketing Wired (1998) by Boone and Kurtz.
Dryden Press.
Business philosophy:
“Producing what you can sell, not
selling what you can produce”
Voluntary behaviour change:
Purchase; repurchase; switching;
foot fall
Techniques:
Objective setting; segmentation and
targeting; market research; mix;
strategic vision
What is Social Marketing?
Borrowing from commerce;
“Can you sell brotherhood like soap?”
(Weibe 1951)
The Meaning and Importance of a Social
Marketing Approach
Social marketing challenges the view that
when a health promotion campaign fails,
the defect resides in the people targeted by
the campaign rather than in the campaign
itself. Often in public health, when a ……..
campaign fails to produce the desired
change in knowledge, attitudes, or
behaviours, the assumption is that these
desired out-comes are essentially
intractable or that people are just not ready
to change.
A social marketing approach has a strong
formative component, meaning that the
interpretations, reach, and impact of a social
marketing campaign are analysed on a
continual basis as the campaign is developed
and implemented, with the results fed back to
campaign designers and implementers. This is
in contrast to most public health marketing
campaigns, which typically are implemented in
a one-shot fashion, without much market
segmentation and without collecting
information along the way to feed back to the
campaign designers and implementers.
Barriers to the social marketing of public
health include difficulties in identifying
and classifying narrow audience
segments, obtaining appropriate
"consumer" or behavioural data on the
targets of the intervention, developing
strong yet simple product concepts in
reaching vulnerable populations
(including those most negatively
oriented to the marketing message),
and implementing and maintaining longterm strategies.
Social Marketing:
Basic Principles
Voluntary
change
1.Voluntary
change
Consumer orientation
2.Consumer
orientation
Mutually beneficial exchange
The
joint creation ofbeneficial
value
3.Mutually
exchange
Much more than advertising
4.The joint creation of value
Focus
Relationships not transactions
5.Much more than advertising
6.Focus
7.Relationships not transactions
What is social marketing
and
How to apply social marketing
in health interventions
Plan
The problem
Results
The solution
The problem
The impacts of smoking in pregnancy
are well documented
higher rate of miscarriage,
perinatal mortality, low birth
weight and sudden infant death
syndrome
Approximately 30% of women who
smoke in Great Britain continue to
smoke during pregnancy
April 2001-March 2002
around 19 women set a
quit date and 8
successfully quit
smoking at the 4 week
stage through the
mainstream service.
Activity Sunderland smokers cessation support
April-June 2002 compared to control areas
(other Primary Care Trusts in North East
England)
PCT
A
PCT
B
PCT
C
PCT
D+E
Sunderland
North
East
Set quit date
18
10
26
6
47
107
Success quit 4
weeks self report
2
3
10
2
17
34
Not quit 4 weeks self
report
8
5
10
4
19
46
Not know / lost
8
2
6
0
11
27
Quit 4 weeks
validated CO
analyser
2
3
9
0
15
29
Progress
What we found
They feel awful
Information poor
Womb with a who?
Body language
professionals
Don’t want to be nagged
Barrier
Difficulty recruiting women
Poor existing information
Health professionals lack of enthusiasm
No nagging/make them feel worse
Barrier
Intervention
Difficulty recruiting women
Proactive recruiting, dedicated
worker, home visits
Poor existing information
Design and pre-test new
marketing/Information material
with target population
Health professionals lack of
enthusiasm
Role play to engage health
professionals
No nagging/make them feel
worse
Consumer friendly cessation
support (including dedicated
worker)
Role play
Number
Sunderland smoking cessation activity
(pregnancy) by month (referral to
service, quit date and 4 week quit
rates)
50
45
40
35
30
25
20
15
10
5
0
Referred Pregnant
Set quit Pregnant
Quit Pregnant
Jan Feb Mar Apr May Jun Jul Aug
Month
Role play sessions with midwives
well established
Pregnancy Service
(April 2002 – June 2003)
541 pregnant women have
been referred to the
service
316 pregnant women have
set a quit date
131
pregnant women
remain quit at their 4
week follow up
(42% quit rate)
And the good news is
Intervention transferable
Technology transferable
Prescriptions for sugar-free medicines
before (1995) and after (1997) social
marketing intervention
% prescribed
Amoxycillin
Erythromycin 125
40
15
10
5
0
test
20
control
0
95
96
97
test
control
95
Year
96
Erythromicin 250
30
20
10
0
test
control
95
96
97
97
A CREATIVE BLUEPRINT FOR SOCIAL
MARKETING INTERVENTION
Objective: What are you trying to do?
Target Audience: Who are you trying to reach?
primary and secondary
Current Attitudes: What does your target audience
currently believe to be true, regarding your issue?
Desired Action: What do you want the
audience to DO as a result of your
message?
Primary Selling Proposition: What's in
it for them?
Support: What research, proof, other
successes or evidence exists to
support your message?
Personality: What kind of tone do you
want to utilize? Humour?
Suspenseful? Everybody's On Board?
Educational? Sombre? Noncondescending?
Success Indicators: How will you know
you have succeeded?
Interventions now
possible:
Oral hygiene
Cervical cancer
screening
Breast cancer screening
Smoking cessation
Alcohol
Sugar free medicines
Prescribing waste
Vaccine uptake
What is social marketing
and
How to apply social
marketing in health
interventions
Dr Ray Lowry
Senior Lecturer
University of Newcastle
[email protected]