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byAsha Bajaj

Dr. Viraj C. Vaidya

Prof. Himanshu Mehta

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The application of proven concepts and

techniques drawn from the commercial sector to

promote changes in diverse socially importantbehaviors such as drug use, smoking, sexual

behavior... This marketing approach has an

immense potential to affect major social problems

if we can only learn how to harness its power.

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The systematic application of marketing

concepts and approaches to achieve behavioral

goals relevant to improving health and reducing

health inequalities.

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` Increase in health issues competing for public attention (tobacco,

obesity, drug abuse, HIV/AIDS)

` Busy lifestyles, peoples time limitations, technology

` Cluttered media environment for health information

` Increase in the number and type of communication channels,

including the Internet

` Consumers & practitioners: Demands on time, multiple

education/information sources, changing practice guidelines, fads in

health promotion

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` SMEH+SMMO+SMT+SMB = AB

Onsubstituting,

` SMEH denotes: Social Marketingin Education & Health (further

demarcatedinto Attitude,Training, Skills & Innovation)

` SMMO denotes: Social Marketing Media Optimization

` SMTdenotes: Social MarketingTechniques & Strategies

` SMB denotes: Social Marketing Behaviour

` AB refersto:resulting Accessible Benefitstothetarget

audience & focusgroups.

` SM (E+Mo+T+B) = AB

Interrelatedcombiningthetwo,

` E+Tdenote Marketingaspect

` MO+B denote Influentialcapabilitiesofaudiences

E+Tand MO+B = AB

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` "Amethi Towards Health for all"-a social marketing approach

to primary health care. (A project funded by Rajiv Gandhi

Foundation)` Information, education and communication campaign on

nutrition and reproductive health care in tribal clusters of

Tigri, Indira Nagar, Balbir Nagar, Sanjay Colony, Mandi,Kishangarh, Katwaria Sarai Clusters.

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` Awareness campaign on ill-effects of tobacco in

Delhi slums.

` Micronutrient awareness campaign (funded by World

Food Programme) in certain districts of Rajasthan.

` Community molhusation on material and child health

programmes for the residents of J.J. Clusters of Bhatti

Times, Mehrauli.

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Suchanalysis

comparesInterventions

(Procedure,testor

method)using

costsandhealth

outcomethatis

adjustedforqualityoflife

Health

interventionis

associatedwith

significant

numberoflife

savedbuta

reducedquality

oflife

Marketeffortbe

directedtowardsahealthagenda

with High

Reach/Low Cost

Interventionsi.e.

Cost-Benefit,

Cost-Utilityanalysis

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` Personalize risk data -- use stories, narratives, and anecdotes

` Use graphics and other pictorial materials to clarify messages

` Be sensitive to local norms, such as culture, speech, and dress

` Use a variety of approaches such as written, oral, and electronic

` Use clear, non-technical plain language appropriate to the target

audience

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Focus on your

primary market

Research

your market

Checking out

your

competitor's

Ads

Multi-

componentOf SocialMarketing

Keeping yourmessage simple

Using words

that sell

Delivering yourmessage with

clarity

Identifying and

Targeting Your

Audience

Focusing on

Ads That

You Respond

the Most

Hooking

customers

with humor

Creative

brainstorming

Ensuring

consistency of

your message

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In a nutshell, in the current scenario of global recession, Social

Marketing can certainly carve its niche in manifoldly targeting the less

aware segments of socio-economic classes. Planning processes,

strategic techniques of accessibility of health care products, approach

in health evaluation, cost effectiveness endorsing utility potential

proportionate to rate of the returns as per requirements & receptive

abilities of target audience-

can all comprehendingly work towardsinfrastructural strength & restructured revival of developing nations

like India by the instrumental role of SM to be adopted.

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