Transcript the systematic application of marketing and

Social Marketing
Keith Wilson
Yorkshire Cancer Network
January 2013
What is social marketing?
“ Social
marketing application
is the systematic
application of
“the
systematic
of marketing
marketing
other concepts
and techniques,
and
otherand
concepts
and techniques,
to to
achieve specific behavioural goals, for a social or
achieve
specific behavioural goals, for a
public good”
social or public good”
French, Blair-Stevens 2006
marketing
and other
concepts and
techniques
systematic
application
for
‘social good’
behavioural goals
What is social marketing?
“Social
marketing is not about smarter
campaigns or a new function for government
departments – it is about a long term cultural
change agenda built on deep “user” insight that
will deliver significant benefits to society and
the efficient management of public services”
Ed Mayo, National Consumer Council
Do we need social marketing?
“It would be easy to just give the public (or business) information
and hope they change behaviour but we know that doesn’t work
very well.
Otherwise none of us would be obese, smoke or break the law”
How to think about social
marketing
‘a mind
AsAs
a process
andset’
set of
techniques
‘customer triangle’
As a mind set
- concepts and principles
‘total process planning model’
The process
Social marketing customer
triangle
• 3 core concepts
– Insight
– Exchange
– Competition
• Behavioural goals
• Segmentation
Insight
•
• Understanding people – what drives the
current behaviour of individuals and
specific groups – is central to our ability to
encourage and support change
Why Insight Matters
We often talk about being ‘customer focused’. To make sure we do put
the customer first in our thinking we need insight. The benefits are clear.
We’re less likely to make errors. We’re more likely to get
things right first time
When we innovate we focus our spend on what matters
most to people
We stand a much greater chance of getting changeespecially where habits are entrenched
We can focus on and understand those most in need or left
behind
We can truly engage all stakeholders- public, patients and
staff
“A moment of
Insight is worth
a lifetime of
data”
1994 HIV
Prevention
Campaign England
Health
Education
Authority
10
Exchange
The most important single central fact about a free market is that no
exchange takes place unless both parties benefit
Milton Friedman
COSTS
BENEFITS
Not just campaigns
• Customer Push
• Service Pull
A segmentation approach
• Segmenting people so we understand
them in greater depth
• More than just demographics
• A focus on target audience motivation
• Interventions tailored to specific
segments
NHS Yorkshire & the
Humber Project 2009/10
Having clearly defined who the target populations were across all
14 PCTs – ie 25-34 year olds from the Struggling Families,
Burdened Singles and Blue Collar Roots Acorn groups - we needed
to understand specific attitudes and barriers which are affecting
behaviour among these women
This was not about what women were doing, but why they were
doing it
At the same time, there was an opportunity to explore reactions
from women in these groups to ideas for improving screening
coverage, as well as gaining valuable feedback from relevant
health care professionals
14
NHS Yorkshire & the
Humber Project 2009/10
15
Insight Findings
•
The key target audience has been identified as Group N ‘Struggling
Families’ using the ACORN geo-demographics classification system. These
are young, deprived, white families (often single parents) living in social
housing. Incomes are low and unemployment relatively high
•
Women in the target group tend to have multiple barriers when it comes to
attending their screening appointments:
– embarrassment: expected or experienced around the procedure itself
– fear or pain: either experienced personally or heard from friends. This
tends to be driven by fears about the previously-used equipment.
– organisational or practical issues: GP opening times, baby sitting
issues, distance to clinic on foot, lack of confidence in getting time off
work - these can be overcome for other health issues however
Insight Findings
– fear of cancer: many understand this to be a test to find cancer and
therefore avoid it
– perceived irrelevance: many of the women expect to be aware of
symptoms as an early warning sign and believe it is more likely to affect
older women anyway
– inconclusive results: this generates a lack of confidence in the
process (ie the need for recalls and further tests)
•
•
In short, the barriers to screening for these women often substantially
outweigh the perceived benefits. This is largely due to a deep-set confusion
about the benefits.
Most women in this group think cervical screening is about the detection of
cancer – they do not know that it is about the prevention of cancer.
Ultimately, only a message about prevention of cancer will be sufficiently
hard-hitting.
21
Boy on Stairs
• Immediate emotional reaction from
majority
• Headline works better here with more
emotive image
• Conveys a deep sense of loss
•
•
•
From his eyes/the tear
From his age
From his position in the house
(stairs/bedtime)
He looks lost….on the
stairs, in the home
where his mother lived.
It’s in the middle of the
house and now his mum
can’t take him to bed
(Younger 1st Timer)
Leaflet
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Reaction to Leaflet
• Preference for less emotional image on the cover of
the leaflet
• Genuinely interesting
I think it’s brilliant…there
• Applauded the non NHS style
are stories in it and it’s
easy to read (Younger 1
– Pink/girlie
Timer)
– Informative
– Easy to read/digest
• Testimonials very well received
– Read by everyone and often read first
– Made them feel they were not alone with their
thoughts/worries about the test
– Made the test feel more accessible, less daunting
st
YCN Outdoor Marketing Contract
Experienced in a number of
Behaviour Change Projects
• NHS Salford – Way to
Wellbeing Portal
• NHS Coventry – Bad Nashers
Dental Viral Campaign
• NHS North of Tyne – Smoking
in routine and manual workers
• NHS Liverpool – Liverpool
Alcohol Outreach Project
• NHS Wirral – Chlamydia
Screening
• NHS Telford and Wrekin –
Breastfeeding
• Wirral DAAT (Drug & Alcohol
Team
Yorkshire Cancer Network
Cervical Screening Campaign
January 2013
A locally-driven cervical screening campaign aimed at women,
specifically those between the ages of 25 and 34 years of age.
The campaign aims to positively shift attitudes and behaviours
amongst local women and wider influencers (mum, family member,
friend, partner) and encourage women to go for their smear test.
Area Covered
Across Bradford, Calderdale, Hull, Kirklees, Leeds,
North Yorkshire and York, and Wakefield:
Campaign Audience
Women, aged 25-34 years who:
• live in more deprived areas, often in rented housing from the council or housing
associations,
• work in unskilled, low paid jobs or are unemployed,
• are struggling to make ends meet for their young families,
• find life hard at times,
• are single mums living busy and often chaotic lifestyles.
Why engage with local women 25 and over:
Evidence shows that women who fall under this classification tend to not to attend
smear tests and often ignore the letter, resulting in low uptake.
A secondary audience being targeted by some PCTs are Asian women. The
campaign materials were tested with Asian women prior to design and final print.
Campaign Key Messages
Campaign Materials (public facing)
Includes QR code which linksdirectly to www.mysmeartest.co.uk
Campaign Materials (professional facing)
Communication toolkit has been developed for staff about the campaign.
It includes:
Campaign overview and aims
Information about the target audience
Key messages
Engaging with local women 25 and over
Tips to address barriers or concerns
Information on the cervical screening programme
This will be available on the campaign micro site: www.mysmeartest.co.uk
Banner for public websites
Current Activity
•
•
•
•
•
•
•
•
Leaflet and A3/A4 posters distributed to PCTs
Solus – Direct mail drop to specific postcodes
Interior of buses on specific bus routes
Ad shell posters at specific bus stops
Radio adverts
Targeted facebook campaign (“likes”)
Shopping Centres
Pro-active media work during European Cervical
Screening Awareness week (this week) with interest
from Pulse radio and BBC Look North so far
Evaluation
• Online survey prompt in test result letter
• Analysis of postcode uptake for all ages and Group N/Aged 25-34
Four take home messages
• A moment of Insight is worth a
lifetime of data
• Customer push/Service pull
• Keep customer focused
• If we continue to do what we’ve
always done, we will only get what
we’ve always got