Transcript Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.

Information Dissemination
Malaria Job-aids in Kenya
Behavior Change
Social Marketing
Smoking Cessation
Commodity
Social Marketing
Use of Condoms in
Philippines, Bangladesh, etc.
Interactive Social Marketing/
Lite-Franchising
Malarine Treatment
in Cambodia
Social Franchising
Smiling Sun Myanmar
Montagu,
Dominic
Slides prepared by Prof. Maya B. Herrera,
FASP. All
Rights Reserved.
Building Public/Private Partnership
for Health System Strengthening
Social Marketing
Maya Baltazar Herrera, FASP, PhD
Asian Institute of Management
Bali Hyatt Hotel, Sanur, Bali
21-25 June 2010
“Why can’t you sell brotherhood and
rational thinking the way you sell soap?”
– Wiebe, 1952
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
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Definition of Social Marketing
Role of Social Marketing in PPP and
the Health Sector
Sample Social Marketing Programs
Changing the Social Contract:
Developing Social Marketing
Programs
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.

Use of the tools and principles of social
marketing in order to achieve a social
good:
◦ Accept new behavior
 Use helmets when riding motorcycles
◦ Abandon current behavior
 Stop smoking
◦ Reject potential behavior
 Avoid alcohol when pregnant
◦ Modify current behavior
 Cook using heat that does not produce smoke
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.

Fundamental unit of marketing is the
exchange
◦ At least 2 parties
◦ Each party has something the other wants
◦ Goal is value maximization

Focus of social marketing is behavior
change
◦ Also at least 2 parties: policymakers and target
adopters of desired behavior
◦ Policymakers reap the public good
◦ Adopters goal is still value maximization
 Value = benefit - cost
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Focus on target audience: target adopter of
new behavior
Presumes that change in behavior is a
voluntary act (WIIFM)
Enhances the factors that would increase
likelihood of voluntary change in behavior
Matter of creating net perceived value =
perceived benefits minus perceived costs
◦ Enhance perceived benefit
◦ Reduce perceived cost
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Supply
Creating
Sustainability
Core
Competencies
Affordability
Alternatives
Demand
Differentiating
Values
Continuing
Desire
Customer
Surplus
Price
Supplier
Earning
Cost
Support
Competencies
Threshold
Values
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TOTAL
CUSTOMER
VALUE
Net
Delivered
Value
E
Q
U
A
L
S
Product Value
Services
Value
Personnel
Value
Image Value
TOTAL
CUSTOMER
COST
L
E
S
S
PRICE
Time Cost
Energy Cost
Psychic Cost
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
Tangible
Product/Commodity
◦ Control of Diarrheal
Diseases (e.g. Egypt
80’s)
◦ Contraceptive social
marketing (Bangladesh
70’s to 80’s, Dominican
Republic 80’s)
◦ Condom Promotion
(Kenya 70’s)

Sustained Health
Practice
◦ Weaning projects
(Cameroon 80’s,
Indonesia 80’s)
◦ Campaigns against
smoking

Services Utilization
◦ Vaccines and
Immunization
(Colombia, 80’s
Philippines 80’s)
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
Sometimes the desired change in behavior
is to promote the general use of a
particular commodity (e.g. Condoms for
safe sex)
◦ The final desired behavior, then, is the use of the
commodity
◦ Supporting behavior changes may be necessary
(e.g. of influencers)
◦ Additional interventions may be required (e.g.
enhance the supply side)
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
More efficient markets in desirable products
◦ Commodity-based marketing

Creating markets where they don’t exist
◦ Non-existent supply
◦ Uncertain unit of exchange, ethical issues
◦ Example: donor organ market
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A critical mass is
necessary
No communication
traction until the
message is proven
Tropical
Fishermen
Using
cyanide
Sustainable,
commercial
supply
Target Adopters
Earn more depends on
Price:Effectivity
equation
Adoption depends on
Availability
Lopes,
T. Asian
& Herrera,
MBRights
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Objective is a social good
Many PPP interventions dependent on
reaching new (desired) market equilibrium
for sustainability
Change in behavior necessary for
achievement of goals
◦ Main public is individuals, who make decisions
based on net perceived value
◦ Other players contribute based on goal of value
maximization. Different player, different
definition of value.
 Private sector: profit or mission
 LGE: political capital
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Social Marketing complex and multi-phased
Private sector players can provide expertise,
reach, efficiency
Private sector participation in social
marketing project can be based on:
◦ Commercial transaction
◦ Philanthropy
◦ CSR
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Medical and family history
Lifestyle choices
Living situation
Health-seeking behavior
◦ Timing, locus, treatment
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Challenges:
◦
◦
◦
◦
◦
Lack of information
Information assymetry
Affordability and availability of financing
Limited capacity and choice
Multiple decision-makers (patient, doctor,
payor)
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
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Increasing the adoption of a product, service
or behavior change
Possible Objectives:
◦ Enhance access
◦ Increase alternatives; and enhance quality
◦ Improve affordability
 Volume-price dynamics
◦ Increase Quality control
◦ Improve effectiveness and/or efficiency

Especially appropriate when multiple
decision-makers are involved (mass markets)
and the objective is a degree of selfsustaining market equilibrium
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◦ Changing mindset
 Providing better information
 Deliver information from an audience-focused point of
view
◦ Enhancing perceived benefits
 Message is important: What defines value?
 Improve product (e.g. lower dose pills)
◦ Decrease perceived cost
 Interventions to decrease price
 Interventions to increase availability and choice
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Enhancing pereived net value
Interventions to increase demand to
commercial volumes
Interventions to establish or strengthen
supply chain
◦ Temporary support to manufacturer
◦ Temporary support to distributor
◦ Increase players

Supporting programs
◦ Price control
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Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
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Vietnam: Over 11,136 people motorbike
accident deaths annually between 2002 and
2006.
Ogilvy created a pro bono advertising
campaign for the Asia Injury Prevention
Foundation.
Multi-media: Television, print, postcard, radio
and internet ads.
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•The Ogilvy Campaign
•%age of helmetwearing in Hanoi and
Ho Chi Minh doubled
(10.8% to 19.2%) in
four months.
•Campaign influenced
legislation. Mandatory
helmet wearing
advanced to 2007
from 2008.
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Children are exempt from
mandatory helmet-wearing
Cost is a barrier for many
motorcycle riders
Vietnam Helmet
Wearing Coalition
2-hour parade through
Hanoi
Open air concert
News stories
Stories of victims
A coalition of public sector
agencies, corporations and
non-profits pursue a multipronged approach:
Awareness campaigns.
Making helmets more
affordable.
Giving away helmets.
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Many cases in Reproductive Heath – Condoms
and Pills
◦ Raja and Maya in Bangladesh
◦ Trust in the Philippines
A mix of communication, initial subsidies and
other (e.g. funding and financing) interventions
Two general approaches
◦ NGO-based
◦ Manufacturer-based
Financial Sustainability is key
◦ Unrealistic expectations often a cause of
failure
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
Eliminating Leprosy in Sri Lanka
◦ “Hidden” cases, high involvement decisions, irrational
fears
◦ Promo: Communication campaign addressed to
“possibly infected” and influencers
◦ Place: Increase treatment points-75 to 225
◦ Price: Novartis Foundation provides MDT free of
charge
◦ Monitoring: Opinions, epidemiology
◦ Williams, et al. Social Marketing Quarterly, Summer 1998

Similar campaigns used for HIV/AIDS and TB
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A recognizable identity
Credibility
Can be leveraged to other projects
Can be leveraged to increase participation
When highly successful, the brand itself
becomes a message
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Began in the 1980’s to
address environmental
concerns
Directed at children
Historically highly
successful
Now on-line interactive
Expanded into forest conservation and
waterways restoration
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Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
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Cause-Social Objective
Change Agent-Individual/organization
Target Adopters-Individuals/groups/societies
Channels-Communication/distribution paths
Change Strategy-Direction and program
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Analyze the social marketing
environment
Researching and selecting the
target adopter population
Designing social marketing
strategies
Planning social marketing mix
programs
Organizing, implementing, controlling, and
evaluating the social marketing effort
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KNOWLEDGE
ATTITUDE
PRACTICE
Promotion
Price
Place
Policy, Politics
Partnerships
Purse Strings
Behavior
Social Marketing Mix
Product
Target
Adopter
Supplier
Other Stakeholders,
Influencers
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Exposure
Attention
Mind share
Mindset
Retention
Input
Thinking
Feeling
Behavior
Belief
Organization
Mindset
Action
Attitude
Habit
Cues
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Market Research
Communications Campaign
◦ Professional Provider
◦ NGO, FBO, MBO
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Communities, Social Networks
Follow up communication and monitoring
Manufacturers
Distributors
Why PPP?
Project Managers
Capabilities &
Evaluation
Success
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Popular
Cause
Crusade
Managerial
Bureaucratic
WJ Schroer & Co.
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What is the objective?
Who is the primary audience?
What change in behavior are we looking for?
What other conditions are necessary to
achieve desired change in behavior?
Who are other stakeholders, publics?
Are there required changes in behaviors of
other publics?
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.

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Early forms PSA’s and slogans
Use of full range of marketing techniques
for social causes in 1960’s
◦ Nutrition and health education

“Social Marketing” first coined by Kotler &
Zaltman, 1971
◦ Social change management strategy

Coincided with 1970’s push towards
greater individual responsibility
Sources: Walsh et al, Social Marketing, for public health
Ling et al, Social Marketing, its place in public health
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What is it? What can it do? Is it even
marketing? What is involved?
“Demarketing”
Advertising to Communication to Social
Marketing
Practice and Guidelines developed
◦ 1980’s (Kotler; Manoff)
Sources: Walsh et al, Social Marketing, for public health
Ling et al, Social Marketing, its place in public health
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Does it work? What affects how well it works?
Evaluation of methods, esp. of evaluation (after
only; no control groups)
Earliest documented success: contraceptive social
marketing (Population Reports, 1980)
◦ Preceded and enhanced by general societal
shifts in attitudes on sex & gender
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Identification of challenges involved in public
health
Health related commercial marketing begins
Sources: Walsh et al, Social Marketing, for public health
Ling et al, Social Marketing, its place in public health
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Social marketing much more pervasive in
public health
Generally regarded as a useful tool
Still little understood by many health
professionals
Capabilities and expertise largely in the
private sector
Integrate with allied practices ; Take a broad
view; Broader coalitions
Sources: Walsh et al, Social Marketing, for public health
Ling et al, Social Marketing, its place in public health
Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.
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Segmentation and target market
understanding critical
Strategies must address motivations of
each sector
In implementation: leadership support
and community participation are
important; integrating learning from
monitoring in implementation is
critical
Source: Walsh et al, Social Marketing, for public health
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Theory versus Practice
Research to know vs. Research to show
Market vs. Social values
Source: Walsh et al, Social Marketing, for public health
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Total Exposure, Gustav Carlson
Walsh et al, Social Marketing for Public Health (w/ Primer)
Ling et al, Social Marketing, its place in Public Health
Social Marketing Quarterly
www.social-marketing.org
www.wpp.com (CSR)
http://www.psp-one.com (USAID resource)
◦ Private Sector Partnerships for better health
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Managing Brand Equity, David Aaker
WJ Schroer Co. – website
Corporate Image, Wally Olins
www.social-marketing.com
◦ What is Social Marketing?, Nedra Kline Weinreich

Serrat, O. The Future of Social Marketing. ADB paper. January
2010. (Note: Short and sweet primer)
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Micro
Group
(Individual) (Organization)
Macro
(Society)
Short-term
Change
Behavior
Change
Change in
Norms
Macro
(Society)
Long-term
Change
Lifestyle
Change
Organization
Change
Macro
(Society)
Source: Levy & zaltman. Marketing, Society and Conflict, Prentice Hall, 1975
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Cell A
Cost is low
Initiative to persuade men to
be
examined for colon cancer

Cell B

Recycling programs

- cost is low
-action clearly benefits



- cost is low
- action benefits society
the individual
Tangible,
personal
benefits
Intangible,
societal benefi
Cell D
Cell C
Initiative to reduce
chlorofluorocarbon (CFC)
Smoking cessation program
- cost is (difficulty) is high
-action clearly benefits
individual first
Source: Do Better at
Doing Good; Rangan,
Karim and Sandberg
- cost to affected chemical
companies is high
- action benefits society
Cost is high
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
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Tangible,
personal
benefits
Cell A
Cost is low
- clear, direct benefits

Cell B
-
intangible, indirect
benefits

- change is easy

- ultimate benefits should
be
Intangible,
stressed
societal benefit

- convenience is key
Cell D
- change is easy
- communication and
information are key

Cell C
- intangible, indirect benefits
- clear, direct benefits
- change is difficult
- change is difficult
- balancing communication
efforts with strong support
system is key
Source: Do Better
at Doing Good;
Rangan, Karim and
Sandberg
Cost is high
Try to reposition into Cell C; if
repositioning is impossible:
1) Try leveraging the enthusiasm of early
adopters
2) Try supply-side persuasion
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 Orientation
 Exchange
 Behavior
 Competition
 Theory
 Segmentation
 Insight
 Methods
Mix
Source:
www.nsmcentre.org.uk
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prepared
by Prof. Maya B. Herrera, FASP. All Rights Reserved.
LEGISLATION
ENFORCEMENT
Forest denudation
Slash/Burn Farmers
Soil Nutrient Depletion
Single crop farmers
Coral Reef Destruction
Cyanide fishermen
Over-fishing
Commercial fishermen
Waterways pollution
Riverbank industries
Air Pollution
Motorists
Solid Waste Proliferation
City dwellers/ businesses
SOCIAL PROBLEMS ARE NEVER UNITARY
Each element of a social problem is caused by
and affect a unique set of the members of
society ! A social product for each social
stakeholder!
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•
•
•
•
•
•
Driving Forces
Hindering Forces
Allies
Antagonists
Local Gov’t Units
NGOs
National Gov’t Agencies
PO’s and Volunteers
Media
Citizens
Program
Objective
• Advocacy Groups with
different agenda
• Antagonistic Local
Gov’t Official
• Weak Capabilities
• National Gov’t
Agencies competing
for budget allocation
Favorable Conditions
Unfavorable Conditions
Improved Technology
• Increasing Media Awareness
• Increasing Interagency
Cooperation
• Improving Image
Poverty
• Growing Population
• Stressful Lifestyle
• Disasters
• Degraded Environment
• Increasing Crime Rates
• Migration of Talent
• Low CAPEX Budget
What?
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
Demand-side
◦ Target population
◦ Constraints to demand

Supply-side
◦ Characteristics of product
 Is there a well-defined product?
 Is there a personal benefit for using that product?
◦ Potential producers
 Optimal scale of production
 Constraints to production
◦ Potential retail outlets (not necessarily
traditional outlets)
•Adapted from Hanson, Kara. “The State of the Market for
Nets and Insecticides in Africa”
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Slides prepared by Prof. Maya B. Herrera, FASP. All Rights Reserved.