Describe the impact of social marketing in health promotion strategies.

Social Marketing*

Health Promotion Strategies & Tactics (COH430)

National University

* Bensley, R.J., & Brookins-Fisher, J. (2009). Community health education methods. Third edition. Boston: Jones and Bartlett Publishers, Inc.

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Chapter 5 Learning Objectives

1. Learn the differences between marketing and social marketing.

2. Understand the social marketing process.

3. Learn tips and techniques to overcome social marketing concerns.

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• Marketing
• Analysis, planning, implementation, and control of carefully formulated programs
• Based on consumer research
• Designed to bring about voluntary exchanges of values
• Purpose of achieving organizations’ goals and objectives
• Special niche for marketing in health education

Social Marketing – Introduction

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Marketing and Health Communication

• What is “marketing”

• Formulated program based on consumer research

• Involves analysis, planning, implementation and control
• Goal: achieve organizational goals and objectives through voluntary exchange of values with target population

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Social Marketing – Defined

• Based on marketing

• Is “the process for influencing human behavior on a larger scale, using marketing principles for the purpose of societal benefit rather than commercial profit” (Smith, 2000, p.11).
• For messages to take hold programmatic elements must be added – these elements add up to social marketing

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Social Marketing is not Health Communication

• Health Communication is:
• “…crafting and delivery of messages and strategies based on consumer research to promote the health of individuals and communities” (Bensley & Brookins-Fisher, p.105).

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Social Marketing and Public Health

• Used successfully to:
• increase health care and health education program use
• Improve client satisfaction
• Achieve social and health behavior change
• Effective in:
• Increasing contraceptive use
• Reducing blood pressure
• Increasing consumption of fruits and vegetables

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• Marketing plan
• Analyze problem and situation
• Use interviews, focus groups, or surveys
• Set overall goal
• Conduct market analysis
• Marketing mix
• Initial design
• Test marketing

Social Marketing – Process Overview

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• The problem
• A difference in the actual state and the desired state of a situation

Social Marketing – Problem/Situation

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• Ways to identify a problem
• Observation
• Interviews
• Surveys
• focus population
• other people/organizations

Social Marketing – Problem/Situation

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• Marketing Concepts

• Consumer Orientation
• Needs and wants of the consumer
• If we meet the needs and wants of the target population we can influence behavior change

• Exchange
• Takes place between consumers and companies

• Using promotion techniques, offer product at right price, through correct channels
• Exchange : Consumers give up what they currently have, use, or believe
• What is being offered

Social Marketing – Concepts

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Social Marketing Concepts

• Segment Focus Audience
• Market Segmentation
• Influence Channel Analysis
• Demand
• Negative
• None
• Latent
• Falling
• Irregular
• Full
• Overall
• Unwholesome

• Competition
• Marketing Mix
• Four P’s (Product, Price, Place, Promotion)
• Expansion of Four P’s
• Public
• Partnership
• Policy
• Purse Strings
• Positioning and Consumer Satisfaction
• Brand Loyalty

Social Marketing – Concepts

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• Market segmentation
• Creating subgroups to be reached by a specific program
• Demographics
• age, race, location, gender
• Psychographics
• attitudes, interests, values, lifestyles
• Behavioral variables
• benefits sought, loyalty status, readiness to change

Social Marketing – Concepts

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• Market segmentation
• Primary audiences
• The people whose behavior is to be changed
• Secondary audiences
• Groups that influence the behavior of intended audiences
• Not Universal audiences
• Not the general public

Social Marketing – Concepts

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• Influence channel analysis
• Determines the most effective way to make
• Services,
• Products and
• Programs accessible to a focus population

Social Marketing – Concepts

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• Demand
• Degree to which a transaction is wanted
• Negative demand
• A large segment of the market dislikes a product
• Would pay to avoid it
• No demand
• Customers are unmotivated or indifferent

Social Marketing – Concepts

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• Latent demand
• Cannot find an existing product that meets a need consumers want satisfied
• Falling demand
• A significant drop in the level of demand
• Irregular demand
• Fluctuation in the use of a product
• Based on a season or day of week

Social Marketing – Concepts

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• Full demand
• A company has all the business it needs
• Overall demand
• Demand is higher than the organization can or wants to handle
• Unwholesome demand
• Dangerous or harmful products are distributed by competitors

Social Marketing – Concepts

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• Competition
• Alternatives to an offering
• Same product/program offered by someone else
• More appealing version of product offered
• More appealing method for same benefits
• Wanting to accomplish something before engaging in activity

Social Marketing – Concepts

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• Marketing mix
• Combination of factors put together
• Understanding of the wants/needs
• focused market segment
• Make the focused market segment want to
• exchange what they currently do or believe
• for the product, service, or idea being offered

Social Marketing – Concepts

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• 4 P’s Marketing mix
• Product
• Price
• Place
• Promotion

Social Marketing – Concepts

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• 4 P’s Expansion
• Public
• Partnership
• Policy
• Purse Strings

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• Public
• Stakeholders in the program
• Partnership
• Teaming up with another organization
• Address complex problems

Social Marketing – Concepts

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• Policy
• Environmental and contextual changes
• to support behavior change
• Purse strings
• Funding sources to support social marketing

Social Marketing – Concepts

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• Positioning
• Creating a personality for an offering
• Based on its key attributes
• Well-positioned offerings hold a unique place in the consumers mind

Social Marketing – C0ncepts

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• Consumer satisfaction
• Giving people what they expect
• Giving people more than they expect
• Satisfied customers tell ~3 people about their positive experience
• Demonstrated through research

Social Marketing – Concepts

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• Brand loyalty
• A consistent preference for and choice of
• A particular company’s product or service
• Develops among customers over time
• One company has proven “satisfactory”
• Customers are most likely to pick them

Social Marketing – Concepts

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• Three levels of Brand Loyalty
• Brand recognition
• Brand preference
• Brand insistence

Social Marketing – Concepts

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• Overcoming Challenges
• Do not limit the marketing process
• Take a step-by-step approach
• Devise an evaluation plan
• Overcome social marketing concerns

Social Marketing – Challenges

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• Step-by-Step Approach
• Know oneself
• Start at the top
• Start doing research
• Rub shoulders with real marketers
• Hire marketing specialists

Social Marketing – Approach

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• Step-by-Step Approach
• Reward risk-taking and experimentation
• Look for consumer barriers to dismantle
• Continually reassess all four P’s
• Conduct routine “marketing audits”
• Go about tasks in a different way

Social Marketing – Approach

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• Overcome Concerns
• Market analysis problems
• Market segmentation problems
• Product strategy problems
• Pricing strategy problems

Social Marketing – Concerns

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• Overcome Concerns
• Channel strategy problems
• Communications strategy problems
• Organizational design and planning problems
• Evaluation problems

Social Marketing – Concerns

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• Expected Outcomes
• Positive health outcomes
• Successful selling
• Greater understanding of community
• Partnerships
• Updated strategies

Social Marketing – Outcomes

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Successful Social Marketing Campaigns

• Washington Heights low-fat milk campaign in New York City
• Link to Article (NIH)

• Pawtucket Heart Health Program
• Link to Article (PDF)
• “Click it or Ticket” May 2014 Mobilization Plan
• Link to Work Plan

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Successful Social Marketing Campaigns

• Florida Truth© Campaign
• Link to Case Study
• WIC Breastfeeding Promotion Project
• Link to Project

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