Transcript ppt

THE SOCIAL MARKETING EVIDENCE BASE: A
WEB-BASED RESOURCE ON SOCIAL MARKETING
EFFECTIVENESS IN GLOBAL HEALTH
Shilpa Modi, Rebecca Firestone,
Graham Smith, and Kim Longfield
October 18, 2013
Evaluation 2013
PSI is a global health organization dedicated to improving the health
of people in the developing world by focusing on serious challenges
like a lack of family planning, HIV and AIDS, barriers to maternal
health, and the greatest threats to children under five, including
malaria, diarrhea, pneumonia and malnutrition.
What is social marketing, and how do we
know if it works?
The Social Marketing
Evidence Base (SMEB)
is a web-based database
of systematically
reviewed literature on
the effectiveness of
social marketing in
HIV/STIs, tuberculosis,
reproductive health,
malaria, and child
survival.
Methods
Social
Marketing
& Social
Franchising
Exposure to
intervention
Behavioral
Factors
• Opportunity
• Ability
• Motivation
Behavior
Change
Health
Outcomes
Methods
1663 Records identified in
2012 search process
42 Studies added from the
2011 search process
883 Records after duplicates
removed; 883 abstracts screened
458 Records
excluded
425 Full-text articles screened for
eligibility
382 Records
excluded
43 studies included in the Social
Marketing Evidence Base
Methods: Social Marketing Benchmark Criteria
How do we know that an intervention is social
marketing?
The National Social Marketing Centre’s Social Marketing
Benchmark Criteria can be used as an evaluation tool for
social marketing programs.

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

Behavior
Customer orientation
Theory
Insight




Exchange
Competition
Segmentation
Method mix
Methods: Strength of the Evidence
How convincing is the evidence of social marketing
effectiveness?
 Eligible studies were assessed using a Strength of
Evidence framework adapted from the Cochrane
Handbook.
 Each individual study was graded on measured
outcomes, study design, generalizability, analysis,
and whether the study was peer-reviewed or grey
literature, for a maximum score of 6
What did we find?
Social
Marketing
Intervention
Methods
Results
Health,
Behavior, &
Behavioral
Factor
Outcomes
HIV/STIs,
TB, &
Reproductive
Health
Results
Health Areas
Number of
Studies Included
Average
SMBC Criteria
Average
SOE Score
HIV & Other
Sexually
Transmitted
Infections
27
4
4
Tuberculosis
2
6
3
Reproductive
Health &
Family
Planning
17
5
4
Social marketing can achieve:
Changes in health
outcomes: HIV incidence,
unwanted pregnancy
Changes in behavior:
condom use,
contraceptive use, quality
of care, use of services
Changes in behavioral
factors: attitudes towards
condoms, knowledge of
IUDs, client satisfaction
Results: HIV & STIs
18
208studies
studies
studiesdemonstrated
demonstrated
demonstratedthe
the
the
effectiveness
effectiveness
effectiveness
of social
of of
social
marketing
social
in changing
marketing
marketing
behaviors,
ininchanging
changing
such
health
as
behavioral
outcomes,
factors,
asas
condom
use such
&such
safe
knowledge
& attitudes
HIV incidence
injection
practices
Results: Tuberculosis
2 studies demonstrated the
effectiveness of social
marketing in
case identification and
1 reported changes in the
number of new cases of
positive pulmonary TB
Results: Reproductive Health
10
13
1 study
studies
studies
demonstrated
demonstrated
demonstrated
the the
effectiveness
the effectiveness
effectiveness
of social
of
of social
social
marketing
marketing
in
marketing
changing
in changing
inbehavioral
decreasing
behaviors,
factors,
suchsuch
as as
knowledge,
unwanted
attitudes,
pregnancy
and social
modern
contraceptive
use norms
Limitations
 Potential publication bias
 Did not fully specify types of populations or types of
interventions (and comparisons) that were of interest in
our review question
 Did not limit or group interventions by study design
 Studies were limited to those that labeled the assessed
intervention as social marketing or social franchising, or
that used social marketing terminology
Discussion & Conclusion
The SMEB can be used to:
 Influence decisions about investments in new
programs
 Influence decisions about scaling-up successful
programs
 Forecast outcomes and gains in efficiency by
focusing resources on interventions that are proven
effective
More Evaluations. Better Evaluations.
This database of social marketing interventions reveals:
Process
Key gaps
in the evidence
base for
social
marketing
evaluations
could identify
what
were
the effective
interventions
elements
of each program so we can better determine how
scale
up social
marketing
interventions
to The
need
for further
investment
in rigorous evaluation of
social marketing programs
Shilpa Modi
[email protected]
Questions?
http://www.psi.org/resources/
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