Transcript discovering the joys of social marketing

A BRIEF INTRODUCTION
TO SOCIAL MARKETING
Michael Rothschild
School of Business
University of Wisconsin-Madison
Wisconsin Center
for Health Communication and
Marketing
March 29, 2007
TWO QUOTES
TO DRIVE OUR THINKING
“Role of government is to create
opportunity; role of citizen is to seize
opportunity”
“Organize policy and strategy until self
interest does what justice requires”
PUBLIC HEALTH BEHAVIOR
MANAGEMENT
Three major classes of strategic tools:
Education / Communications / Messages
Environmental Change / Social
Marketing / Situational Prevention /
Problem Oriented Policing / Outreach
Enforcement / Force of law
COMMERCIAL AND
PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing appeals to immediate
self interest
Public health campaigns often ask for:
Behavior that is opposite of self interest
And may be opposite of current behavior
And may never clearly benefit the person
COMMERCIAL AND
PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing works because
Payback is explicit
Both parts of transaction occur
together
Public health campaigns often offer:
Vague payback
In distant future
COMMERCIAL AND
PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing acknowledges:
Consumer has free choice
Consumer has power
Competition in the marketplace
Public health campaigns often neglect:
The power residing in the consumer
The competition inherent in free choice
SEGMENTING ON
WILLINGNESS TO BEHAVE
Prone to
Behave as
Desired
Easy to See or
Convey Self
Interest
Education
No/weak
competition
Unable to
Behave as
Desired
Need to See and
Receive Benefits
Envirnmnt
Marketin
g
Passive/active
Competition
Resistant to
Behave as
Desired
Can’t See and
Can’t Convey Self
Interest or
Benefits
Enforcement
Unmanageable
competition
SEGMENTING ON STAGES OF
CHANGE AND WILLINGNESS
TO BEHAVE
Prone
Unable
Resistant
Awareness
Education
Education
Education
Attitude
Education
Mktg,Educ
Enforce,Educ
Trial
Behavior
Education
Marketing
Enforcement
Repeat
Behavior
Education
Mktg,Educ
Enforcement
SEGMENTING ON MOTIVATION,
OPPORTUNITY, ABILITY
Behavior = f (M, O, A)
Motivation:
Self interest
Group norms
Opportunity
Environment allows behavior
Add benefits
Remove barriers
Provide incentives
Ability
Skills and proficiency
MOTIVATION
OPPORTUNITY
ABILITY
yes
no
yes
yes
no
no
yes
no
MOTIVATION
OPPORTUNITY
yes
yes
no
no
yes
no
prone to
behave
unable to
behave
education
marketing
resistant
to
behave
enforce
resistant
to
behave
marketing
enforce
unable to
behave
unable to
behave
education
marketing
education
marketing
resistant
to
behave
education
marketing
enforce
resistant
to
behave
education
marketing
enforce
ABILITY
yes
no
COMMERCIAL AND
PUBLIC HEALTH ISSUES ARE
FUNDAMENTALLY DIFFERENT
Commercial marketing recognizes
People’s desire for fun, easy, popular…
Easy: fitting in with daily hassles
Need to increase benefits; decrease
barriers
Public health campaigns often focus on:
Stop doing what is fun, easy, popular
Add a new hassle into hectic life
WHAT IS MARKETING?
…Creating, communicating, and delivering
value to customers…
…Managing customer relationships…
…Benefiting the organization and its
shareholders.
(American Marketing Association 2004)
--also-Achieving our goals by meeting the needs of
others and providing benefit to those
others.
CONDITIONS FAVORING THE USE OF EDUCATION, ENFORCEMENT
AND MARKETING BASED ENVIRONMENTAL CHANGE
STRATEGIC CLASS
FAVORING CONDITIONS
Education
there is little or no competition to the desired behavior (most people easily agree that
childhood immunization is good),
the target is prone to behave as desired and is able to do so (most people will not drive while
alcohol impaired),
motivation, opportunity and ability are all in place, so that benefits have been created and
barriers have been minimized (childhood immunizations) ,
insufficient levels of awareness, knowledge or attitude exist (increasing intake of folate to
reduce incidence of birth defects),
externalities (costs imposed on others by the actions of an individual) resulting from the
undesired behavior are relatively low (littering).
Enforcement
the target is resistant to behaving as desired (motorcycle riders must wear helmets),
competition is so intense that there is no set of benefits or messages that will change behavior
(immunization is resisted for religious reasons),
externalities resulting from the undesired behavior are high (quarantines),
societal needs dominate over individual rights (drug abuse; speed limits),
a lack of homogeneity in the community leads to weak community bonds and few common
goals.
Marketing Based
Environmental Change
the target has free choice to act in own self-interest,
the target does not have the opportunity to behave as desired (alcohol impaired driving may
be the only way to get home from the tavern),
the target does not have the ability to behave (the target doesn’t know how to prepare
produce),
the target is motivated to behave properly but is unable to do so (no safe playgrounds, or
none that are easily accessible),
the practitioner is unlikely to have much power to force a behavior (managing binge
drinking on college campuses),
competition is strong and a more favorable cost/benefit relationship needs to be developed
(calorie-dense food tastes great),
the competition provides current benefits with future costs (smoking provides an immediate
euphoric feeling but leads to many diseases).
TWO TYPES OF SOCIAL
MARKETING CASES
Most of the costs and benefits of all
choices occur in short run
Immediate and delayed costs and
benefits accumulate over long run
MOST OF THE COSTS AND
BENEFITS OF ALL CHOICES
OCCUR IN SHORT RUN
Ex: seat belt usage, binge drinking,
driving after drinking
Sequence of fairly independent events
Low probability of long run cost or
benefit
Any result occurs immediately
DEVELOPMENTAL RESEARCH
7 focus groups with expert observers
11 focus groups with target
Describing 21-34 single men
What are they looking for?
Why do they drink?
Why do they drive after drinking?
Why don’t they drive after drinking?
Decision making processes of target
In sum: Benefits, barriers, change
behavior
DEVELOPMENTAL RESEARCH
The target (Customer)
Primarily 21-34 single guys, rural
Blue collar and farm worker
High AW and positive ATT re issues
Competition has huge market share
“I can drive myself home”
Often no alternative way to get home
Negative: lots of worry late in evening
Our product capabilities (Company)
A ride service unique to each community
WHY DO THEY DRIVE
AFTER DRINKING?
To get home
Don’t want to leave car behind
Hassle to get back to car in morning
Alternatives are not available
Social pressure; everybody does it
To be cool
Unaware of impairment; become fearless
Low risk of getting caught; weak
enforcement
A FEW OTHER KEY FINDINGS
Different phases of evening
To bar, between bars, back home
Get target to bar without car
Vehicles need to be appealing, cool
Willing to pay for service
BRIEF SKETCH OF PROGRAM
Rides to, between and home from bars
Desirable vehicles and allow drinking
Reasonable, but self sustaining fees
Each community:
Begins with our research and strategy
Develops unique program for community
SOME RESULTS TO DATE
65,000 rides taken
in parts of 5 rural counties
covering about 2% of Wisconsin population
17% decrease in crashes in first year
No increase in individual consumption
All towns self-sufficient after 1 year
Costs less to avoid crash than to clean up after
Will add 2-4 counties per year
WWW.ROADCREWONLINE.ORG
5 minute video
Accident Analysis and Prevention
THE EXAMPLE FITS
THE CONCEPTS (PART 1)
Self interest: need to drink, but not to
drive drunk
Little power: laws are weak or not
enforced
Competition: impaired driving is
acceptable
AW, ATT but no BEH: want to behave,
but unable to do so
THE EXAMPLE FITS
THE CONCEPTS (PART 2)
MOTIVATION, but no OPPORTUNITY or
ABILITY: want to behave, but unable
to do so
Increase benefits: fun and easy; party
without worry
Decrease barriers: unavailable and uncool
Fit into life: rides to, between, and home
Creating and delivering value: new
product
IMMEDIATE AND DELAYED
COSTS AND BENEFITS
ACCUMULATE OVER LR
Ex: diet, exercise, smoking, drug and
alcohol abuse
Cumulative effect grows over series of
small choices
High probability of large long run
implications
“Bad” behavior: SR benefits, LR costs
“Good” behavior: SR costs, LR benefits
OUR TYPICAL TARGETS
Generally skewed toward:
low education, low income
Often underserved
Community of health disparities
Difficult environment
PREFERENCE REVERSALS:
the tyranny of small decisions
When SR is distant: LR > SR benefit
When SR is closer: SR > LR benefit
ex: 8am: Plan to exercise after work
4pm: Plan to watch TV after work
Therefore: Immediate reward of
competitive choice wins
POSSIBLE STRATEGIES
We need to shift:
Present and future
Costs and benefits
Of the various alternatives
We need to:
Increase immediate benefits
Reduce short run barriers
Fit into daily life processes
INCREASE IMMEDIATE
BENEFITS OF “GOOD”
BEHAVIOR
Rewards for success
Lower insurance premiums with exercise
Awards for participation
Social events around exercising
Walking clubs at work, after work
Programs during lunch
Incentives for stairs, remote parking
Incentives for buying healthy food
Look better, feel better, more energy
REDUCE BARRIERS IN WAY
OF “GOOD” BEHAVIOR
Don’t know how to behave: Cooking
classes, trainers, dieticians at work site
Don’t have access: Healthy choices in
vending machines and cafeteria
Don’t have time: Precut vegies, salad in a
bag
Don’t have money: Discount programs with
YMCA; subsidize healthy food choices
Don’t have safe place: Lit paths at work
and in neighborhood
EARLY PUBLIC HEALTH
MODEL:
PRODUCT CONCEPT
DOMINANT PUBLIC HEALTH
MODEL: SALES CONCEPT
SOCIAL MARKETING MODEL
OF PUBLIC HEALTH:
MARKETING CONCEPT
PRIOR STATE OF WORLD Public health problem
TOOLS USED TO OBSERVE STATE Epi research
TOOLS USED TO OBSERVE
STATE AND CITIZEN Epi
and consumer research
SET GOALS
DEVELOP
ENVIRONMENTAL CHANGE
STRATEGIES Based on epi
research:
DEVELOP ENVIRONMENTAL
CHANGE STRATEGIES
Based on epi research
DEVELOP ENVIRONMENTAL
CHANGE AND MESSAGE
STRATEGIES Based on epi and
consumer research
TOOLS USED TO OBSERVE
CITIZEN Consumer research
DEVELOP MESSAGE
STRATEGIES Based on epi
and consumer research
IMPLEMENT
ENVIRONMENTAL CHANGE
PROGRAM
IMPLEMENT ENVIRONMENTAL CHANGE PROGRAM AND
MESSAGES
EVALUATE RESULTS
8 IDEAS TO IMPROVE
PUBLIC HEALTH
THROUGH MARKETING
Accommodate self interest
Accommodate competitive marketplace
Accommodate our lack of power
Create benefits
Reduce barriers
Make benefits accessible
Fit into daily processes and hassles of life
Find partners with self interest
… AND, REMEMBER…
People are rational
They make their own best decisions
Within their own view of world
We need to understand these views
And the processes leading to decisions
We need to accommodate these views
We do this by listening
We do this with local coalitions
We do his with partners