let’s use social marketing why let the devil have the best tunes? jim grizzell, mba, ma, ches,...
TRANSCRIPT
Let’s Use Social MarketingWhy Let the Devil Have the Best
Tunes?
Jim Grizzell, MBA, MA, CHES, HFI, FACHA
Faculty: Cal Poly Pomona, Georgetown University / Staff Emeritus: Cal Poly Pomona
Policies
Health Communication,Ecological / Environmental ApproachEcological / Environmental Approach
Activities no feedback
Health SystemsActivities w/ Health Education
SpecialtyCare
Community &Neighborhood Collaboration
Primary Care
2
AgendaSocial Marketing DefinitionsBenefits of Social MarketingWhere it Fits in Health PromotionWhat Social Marketing is NOTWhat Social Marketing is AboutFirst Things FirstThe Approach: Framework, Model
Concepts: Competition and Exchange4 Ps: the Marketing Mix
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Social Marketing DefinedThe application of marketing technologies where the bottom line is behavior change.
Marketing Social Change by Alan Andreasen, PhD, Professor of Marketing, McDonough School of Business, Georgetown University; Executive Director, Social Marketing Institute
A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit.
William Smith, EdD, Executive Vice President, Academy for Educational Development
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Social Marketing Defined
The consumer-driven application of marketing principles and techniques to program development, implementation, and evaluation in an effort to promote change or modification in health behavior.
Dictionary of Public Health Promotion and Education: terms and concepts by Naomi Modeste, DrPH, Chair, Department of Health Education, School of Public Health, Loma Linda University, and Teri Tamayose, MBA, MPH
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Social Marketing Defined
Social marketing is concerned with the application of marketing knowledge, concepts and techniques to enhance social as well as economic ends.
Social Marketing: Why Should the Devil have All the Best Tunes? by Gerard Hastings PhD, Director, Institute for Social Marketing
www.ism.stir.ac.uk/index.htm
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Best Definition
Fun “Are the consequences of behavior both
real and rewarding for me?”Easy
“Can I do it? Am I capable?”Popular
“What do the people I care about want me to do?”
Coordinated activities that comprise a program to make behaviors desired
Social Marketing Jeopardy #1
The advantages that the audience identifies with a behavior.
Benefits
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Provides a 360 viewof the issue
Involves those affected by the issue
Develops culturally appropriate interventions
Enables effective use of resources
Benefits of Using Social Marketing
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Benefits of Using Social Marketing
It offers coordinated, multiple intervention tactics!
It can be used for “downstream,” “side stream” and “upstream” influence.
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Social Marketing’s FitContinuum of Interventions
Ecological / Environmental Approach
12High
Low
Cost
High
Low
Reach
Policies
Health Communication, SocialEcological Model / Environmental ApproachEcological Model / Environmental Approach
Activities no feedbackHealth Systems
Activities w/ Health Education
SpecialtyCare
Community & NeighborhoodPartnerships & Collaboration
Primary Care
Social Marketing’s FitIntervention Pyramid
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PoliciesPolicies
Health Communication,Ecological / Environmental ApproachEcological / Environmental Approach
Activities no feedback
Health SystemsActivities w/ Health Education
SpecialtyCare
Community &Neighborhood Collaboration
Primary Care
Social Marketing’s FitIntervention Pyramid
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What Social Marketing Is NotNot social norms marketing, promotion or advertisingNot driven by organizational experts’ agendasNot promotion or media outreach onlyNot social media marketingNot social advertisingNot about coercing behaviorsNot a “one approach” model
Don’t think media first!
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What Social Marketing Is Not
Social Marketing Jeopardy #2
This P refers to: 1) the desired behavior and associated benefits your are asking the audience to do or 2) tangible objects or services that support or facilitate behavior change.
Product
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0100020003000400050006000700080009000
10000
1994 1995 1996 1997 1998 1999 2000
Consumption Media Buy Awareness
Got Behavior Change?
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What is Marketing About?It’s about Behavior
• Not driving after drinking
• Not smoking
• Managing stress
• Eating 5 servings of fruits & vegetables
• Not physically abusing/assaulting
• Approving and implementing environmental changes on campus
Social Marketing Jeopardy #3
The group(s) of individuals that your social marketing program seeks to reach and influence.
Target Audience
Social Marketing Jeopardy #4
Factors (internal or external to the individual) that influence the individual’s actions or behavior.
Determinants of Behavior
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What is Marketing About?It’s about Students
Not all of them all at once!
But specific groups of students . . .
. . . and others
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. . .So, What Affects Behavior?
Internal
Knowledge and beliefsAttitudesPerceived riskPerceived consequencesSelf efficacy
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. . .So, What Affects Behavior?
External
AccessSkillsActual consequencesCultural beliefs and valuesPolicies
Social Marketing Jeopardy #5
Hindrances to desired behavior change that are identified by the audience.
Barriers
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Marketing is more about lowering barriers and increasing benefits!
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What is Marketing About?It’s about Decreasing Barriers &Increasing Benefits of Behavior
• Seek help to minimize abuser violent behavior• Reduce barriers
• Free telephone counseling by men skilled, trained and experienced in dealing with violent men
• Able to gain the trust of men, listen to their stories, and assess their level of denial and minimization
• Confront men about violence and encourage them to get into programs, communication that avoids being judgmental
• Provide benefits• Keep their relationships intact
• Have a positive impact on their children
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What is Marketing About?It’s about Decreasing Barriers &Increasing Benefits of Behavior
• Not driving after drinking• Reduce barriers
• Provide low cost luxury limousine service
• Personal control of own life
• Provide benefits• Be, feel, look cool
• www.roadcrewonline.org
• No “That Guy” behavior
• www.thatguy.com
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Program Planning Framework Multidisciplinary and comprehensive programs
to influence behaviors
Based on research to understand point of view of the target audience
Interventions that integrate audience needs with needs of sponsors – exchange
Considers competition and exchanges
Ongoing monitoring and evaluation
Social Marketing Jeopardy #6
A guiding plan of action for your entire social marketing program.
Market Strategy
Social Marketing Jeopardy #7
Research designed to enhance our understanding of the target audience’s characteristics, attitudes, beliefs, values, behaviors, determinants, benefits and barriers to behavior change.
Market Research
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First Things First! Apply Best Practices
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Competitive AdvantagesExtremely pre/post testedDistills comprehensive best practicesVetted by major players in social marketing>700 resourcesCDC originatedCDCynergy is almost a requirement for funding
Looked on very favorablyRecognized nationally and internationally
www.orau.gov/cdcynergy/soc2web/default.htm
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Social Marketing:A Model for Interventions that Facilitate Behavior Change
WHAT IS THE HEALTH PROBLEM?
What actions could
reduce the problem?
Social Marketing as a Model for Interventions that Facilitate Change, Susan D. Kirby, 1995
WHO MUST ACT TO
RESOLVE PROBLEM?
Upstream & Down- stream Target
audiences
Stakeholder, group, or individual
market research / campus
community assessment
EVALUATION
Did you do what you said you
would?
Did it work?
How do you know?
IMPLEMENTATION
Using your marketing mix to
get to the audience
Marketing Mix
WHAT ACTION MUST BE TAKENProduct or Behavior
Describing the action in a way that is relevant to the target audience and helps fulfill some unmet need, but not contrary
to science
HOW YOU TELL THEM ABOUT THE WHAT, WHY, WHERE AND HOW
Promotion or CommunicationClassroom teaching, work-, campus-site education
Mass media messagesSmall group discussion, campus-community meetings
Patient/clinician interactionPoint of purchase display
WHY THEY WANT TO DO IT Pricing
What’s in it for the audience? What is the “deep” insight about the audience. What will move and motivate the
audience?Increase knowledge of benefits they want, decrease
barriers, improve self-efficacy, increase social pressure or norms
WHERE (HOW) THEY CAN DO BEHAVIORPlace
Home, campus, classrooms, work recreation placesWhere do they get what they need for the behavior?
Specific clinicsProduct offering
** may be where they learn how to do behavior (training)
Social Marketing “Benchmarks”• No theory of social marketing• Benchmarks
– Customer orientation– Behavior– Theory– Insight– Exchanges– Competition– Audience segmentation and targeting– Marketing mix
– Continuous and strategic formative & process research, monitoring and evaluation
Social Marketing Jeopardy #8
The concept that people compare the costs and benefits of performing a behavior before actually doing it.
Exchange
Social Marketing Jeopardy #9
The behaviors and related benefits that the target audience are accustomed to or may prefer over the behavior you are promoting.
Competition
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Key Concept - Competition
Target audience can go somewhere else or do something else or maintain current behavior
Modify program, delivery, service provider or the product to make the competing behavior less attractive, less available, or more costly
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Key Concept - ExchangeIncrease or
highlight the benefits
Decrease or de-emphasize the barriers
• Change the product, price, place or promotion to meet the exchange, if necessary
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Exchange
You Give Me$1.00
You Get
A Pepsia thirst quenchergood tastefunyouthful feelinggirl/boyfriend
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Exchange
You Give Me
75¢EmbarrassmentLoss of PleasureArgumentRelationship
difficulties
You Get
A Condomprotection against
pregnancyprotection against STDspeace of mindsense of controlhope for the futurea date
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Exchange
You Give Me
Money
Time
Momentary discomfort
You Get
An immunizationBetter healthAvoidance of greater
discomfort (sickness) Ability to go to school,
work, travel
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Define the Health Problem Review epidemiologic data
sources/literature
Secondary and primary research
Identify what actions/behavior change could reduce the problem
Identify preliminary target audience and target behavior
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Identify Who Must Act to Solve Problem
Collect and analyze demographic, socioeconomic, cultural and other data on target audience
Segment them into smaller, more homogeneous groups for which uniquely appropriate programs and interventions can be designedIndividuals, groups, decision makers
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Identify Who Must Act to Solve Problem
Select target segments for your program and plan research
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Conduct Formative Research
Understand selected target segment: needs, wants, hopes, fears, knowledge, attitude, behavior, perceived risk
Research behavioral determinants of desired behavior for selected target segment
Deep “insight”
Plan initial concepts and program elements
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Develop Project & InterventionsSet measurable behavioral objectives for
selected segment
Design intervention for selected segment
Apply marketing principles (the “marketing mix”)
Pre-test all products, services and messages including intervention
Social Marketing Jeopardy #10
This P is where and when the target audience 1) will perform the desired behavior or 2) will access program products/services or 3) is thinking about your health issue.
Place
Social Marketing Jeopardy #11
This P includes the communication messages, materials, channels and activities that will effectively reach your audience.
Promotion
Social Marketing Jeopardy #12
This P refers to the costs (financial, emotional, psychological, or time ) or barriers the audience members face in making the desired behavior change.
Price
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How Does Marketing Do This?
It’s about the “4 Ps”
• Product
• Price
• Place
• Promotion
• Policies – Sometimes called a 5th P
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Marketing “Strategies”-- What are We Offering
The behavior we want people to do The “bundle of benefits” that people tell
us are important to them (may not be health-related)
Tangible services and products to make the behavior easier to do
(Product)
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Cost to the target audience of changing behavior
Can be financial, or more often related to other “costs”time effortlifestylepsychological cost
Marketing “Strategies”Barriers/Benefits
(Price)
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Marketing “Strategies”Where we Offer It
Placing services, products and activities at places or times that:
• people are likely to be thinking about the problem/issues
• are convenient for people • they are likely to see/hear the information• are where they will act
(Place)
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Marketing “Strategies”Providing Information
Presenting information in a way that:
• is memorable• stands-out from competing messages
• is repeated again, and again, and again• has a “call to action”• respects culture• is in a place and at a time they will notice
(Promotion)
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Marketing “Strategies”Providing Information
(Promotion)
News storesLetters to the editorPSAsBrochuresWord-of-mouth/face-to-faceEducation sessions
Communicating to the audience about product/program, price, and place variables
AdvertisingMedia relationsEventsPersonal sellingEntertainmentDirect mail
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Deliver and Monitor Program
Train and motivate front line staffBuild products and programs and
executeDistribute materialsRefine product/program and materials
as mid-course monitoring data suggests
Monitor and Revise
www.gotmilk.com
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Conduct Evaluation
Conduct process and outcome evaluationLinked to behavior objectives
Did you reach target audienceDid program have an impactDid desired outcome occur, why/why notRevise evaluation plans and models in
accordance with program changes
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Think Like a Marketer
Think Behavior ChangeKnow (really know!) your AudienceThink Benefits, Costs, Competition and
ExchangeWhen/Where in Right Frame of Mind?When/Where is Right Place & Time?Make it fun, easy and popular! ! ! !
Next StepYour turn to be a social marketer!
Questions and Answers
Contact me at:
Jim Grizzell [email protected] (909 856-3350 www.csupomona.edu/~jvgrizzell www.healthedpartners.org/ceu/sm
Policies
Health Communication,Ecological / Environmental Approach
Activities no feedback
Health SystemsActivities w/ Health Education
SpecialtyCare
Community &Neighborhood Collaboration
Primary Care
Logic Model
Survey Question ThemesCommunicate and engage with and
increase awareness of students, messages
Increase attendance/participation, draw a crowd
Topics - tobacco, market health services, calcium, sleep disorders
Survey Question ThemesBasics, easy how to, setting up,
template, timeline, budgetExamples, what worksHow does it work to induce
behaviorImplementation, saturation,
evaluation