applying social marketing principles to newborn hearing screening lynda bardfield van over air...
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Applying Applying Social MarketingSocial Marketing Principles Principles to Newborn Hearing Screeningto Newborn Hearing Screening
Lynda Bardfield van OverLynda Bardfield van Over
AIR Health AIR Health Washington, DCWashington, DC
Faculty Disclosure Information Faculty Disclosure Information
IIn the past 12 months, I have not had a significant n the past 12 months, I have not had a significant financial interest or other relationship with the financial interest or other relationship with the manufacturer(s) of the product(s) or provider(s) of manufacturer(s) of the product(s) or provider(s) of the service(s) that will be discussed in my the service(s) that will be discussed in my presentation.presentation.
This presentation will (not) include discussion of This presentation will (not) include discussion of pharmaceuticals or devices that have not been pharmaceuticals or devices that have not been approved by the FDA or if you will be discussing approved by the FDA or if you will be discussing unapproved or “off-label” uses of pharmaceuticals unapproved or “off-label” uses of pharmaceuticals or devices.or devices.
Information alone Information alone doesn’t change behavior.doesn’t change behavior.
Social MarketingSocial Marketing
Process of influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit, rather than
commercial profit.
—W. Smith
“Selling” Behavior Change
“Selling” Behavior Change
Consumer Orientation
Audience Segmentation
Exchange Theory
Marketing Mix
CONSUMER CONSUMER ORIENTATIONORIENTATION
Who Must Act Who Must Act To Solve Problem?To Solve Problem?
Target AudienceTarget Audience Primary—People you want to do
something new or different
Secondary—People who influence them (facilitate or impede)
INFLUENCERSINFLUENCERS Who (do they talk to about Who (do they talk to about
health) (influences their health) (influences their actions) (provides info, actions) (provides info, products, services)? products, services)?
Who is the Audience?Who is the Audience?
Consumer Based Health Communication
Consumer Based Health Communication
“Good communication appeals to the audience in an intelligent manner, as an equal, opting for the
highest common denominator rather than the lowest. The approach is more participatory.
People are asked to complete the circle and are rewarded for it. This creates a depth of
understanding and memorability you can’t get any other way.”
— Jeff Goodby Chief Creative Officer
Goodby Silverstein &Partners
What Can Behavioral Theory Do?
What Can Behavioral Theory Do?
Increase risk perception
Instill confidence
Popularize behavior
Social Learning TheorySocial Learning Theory
“Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately most human behavior is learned observationally through modeling.”
—Bandura
Patient-Provider DialoguePatient-Provider Dialogue
AUDIENCE AUDIENCE SEGMENTATIONSEGMENTATION
When one size won’t When one size won’t fit allfit all
All Women of Reproductive Age
All Women of Reproductive Age
How old are they?
How do I reach them?
What’s important to them?
Pre-contemplatorsPre-contemplators
ContemplatorsContemplators
Identify Potential Segments Identify Potential Segments
VARIABLES
Responsiveness—Readiness to change?
Size & Impact—Who would benefit most?
Risk (Perceived & Real)—Who feels vulnerable?
Accessibility—Who is easiest to reach? Where?
Segmentation VariablesSegmentation Variables
What do they have in common?
POTENTIAL AUDIENCE
Women of reproductive
age
STAGE OF BEHAVIOR(Behavioral
Determinant)
Readiness,Attitudes,
User/Non-User
GEOGRAPHICDIFFERENCE
Urban, Rural,Suburban,
Red/Blue State
DEMOGRAPHIC DIFFERENCE
Age, Gender, Marital Status, Education,
Income,Occupation
SOCIOCULTURAL
DIFFERENCE
Language, Religion
PSYCHOGRAPHICDIFFERENCE
Humanitarian, Fatalistic, Born-again, Risk-taker,
High Self-esteem(VALS–p. 132)
PrizmBirds of a Feather
PrizmBirds of a Feather
“Geodemographics”
62 neighborhood ‘clusters’
Media Habits, Lifestyles
Gray Collars, Bohemian Mix, Shotguns & Pickups
EXCHANGE EXCHANGE THEORYTHEORY
Benefit of adopting Benefit of adopting new behavior new behavior
outweighs costoutweighs cost
“Costs”“Costs” Monetary—$$$ for condoms,
immunization, life jacket
Not—time, effort, energy, embarrassment, fear, pain
Exit—hardships abandoning current behavior
Entry—sacrifices adopting new behavior
Exchange Exchange
YOU GIVE ME YOU GET
$1.00 A Pepsi Thirst quencher Good taste Fun Youthful feeling Girl/boyfriend
Exchange Exchange
YOU GIVE ME YOU GET
$.75 A Condom Protection
(Pregnancy/STD) Peace of Mind Sense of Control Hope for Future
““I want my audience to see I want my audience to see
____________ as __________________ ____________ as __________________
and as more important and beneficial and as more important and beneficial
than _________________.”than _________________.”
BenefitBenefit Immediate—Peace of
mind, peer approval, fitting into the prom dress, increased energy, praise
Long-term—Prevention of chronic disease, longevity, world peace
THE THE MARKETING MARKETING
MIXMIX
The 4 P’sThe 4 P’s
4 P’s4 P’s Product
Price
Place
Promotion
The 4 P’sThe 4 P’s Product: Design product, service, or
behavior
Price: Manage costs
Place: Make available/accessible
Promotion: Create messages/concepts
Select channels
Questions?Questions?