Transcript What is social marketing?

Introduction to Social Marketing
[Speaker]
[Role]
Overview
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What is social marketing?
Principles of social marketing
Examples of approaches to communication
Summary
Questions
What is social marketing?
• ‘The systematic application of marketing
alongside other concepts and techniques, to
achieve specific behavioural goals, to improve
health and healthcare’
OR
• ‘Using marketing ideas to convince people to do
the right thing, rather than the profitable thing’
Principles of social marketing
• Focus on behaviour
• Specific measurable
goals
• Market research
• Insight
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Exchange
Competition
Segmentation
Intervention mix
Focus on behaviour
• Social marketing can be used to help get people
to change what they do
• Can be used at every level, and with every
group – patients and carers, clinical staff, nonclinical staff, senior manager, politicians
• Can be the main change technique used, or can
support behavioural aspects of a broader
change programme
Specific measurable goals
• What are you trying to achieve?
• How will you measure how well things are
going?
• How will you know when you get there?
Market research
• Aim is to understand the people you are trying to
get to change
• Identify audience characteristics and needs
• Range of techniques, from simple to involved tailor the approach to the problem
Insight
• Aim is to gain a full understanding of what
matters to the people you are trying to get to
change
• Insight will guide the approaches you take to
change behaviour
• By putting yourself “in the shoes” of your
audience, you can make better decisions on
how best to convince them
Exchange
• Clear understanding of benefits of the proposed
changes – for every group of people you are
targeting
• Clear understanding of the ‘costs’ too
• Need to be able to answer ‘What’s in it for me?’,
whoever asks it
• Incentives, recognition, reward, disincentives –
carrots and sticks
Competition
• What are people currently doing instead of what
you want them to do?
• Why are they doing this other thing?
• How do you convince them that the new way is
better? (for them directly, as well as for the
patient, or for the NHS in general)
Segmentation
• Think about the different groups within your
audience
• Base this on values/motivation – what is
important to each group?
• Interventions tailored directly to specific
audience segments – emphasise different
benefits for different groups of staff; use different
techniques to reach’ different groups
Intervention mix
• Use a range of different approaches, tailored to
the specific problem, and the needs of different
groups
• Avoid use of a single method in isolation
• “Holistic” – each method should be used in the
context of the overall approach
Examples of approaches to communication
• Poster campaigns
• Information leaflets
• Merchandise (targeted) e.g. pens, tourniquets, pen
torches
• Articles in local, regional, national newsletters and
publications
• Presentations to staff groups and forums
• Newspapers, magazines, radio, TV, internet
• Engage with professional bodies, royal colleges, etc.
• Lobby decision-makers and policy makers
Summary
• Social marketing uses the principles of
marketing to improve services and processes by
convincing people to change their behaviour
• By thinking about your audience and
understanding what matters to them, you can
make your approach as effective as possible
Questions?