SOCIAL MARKETING

SOCIAL MARKETING MARKETING - DEFINITION • A management orientation that accepts that the key task of the system is to determine the wants, needs and values of a target market and shape the system in such a manner to deliver the desired level of satisfaction Social Marketing - Definition • Social marketing is the use of marketing principles to influence human behavior in order to improve health and/or benefit society • It is also used to mobilize public support for core public health policies and institutions Marketing Process • Marketing begins with existing or potential consumer needs plans for a coordinated set of programs and services and achieves its goals through creating consumer satisfaction • The service fits the consumer and sells itself is the “ideal type” marketing concept Comparison of Marketing and Selling Selling Concept Focus – the product Method – public relations, education Marketing Concept Focus – consumer satisfaction Method – data driven consumer preference Outcome – increased use of services (revenues) through increased usage Outcome – increased use of services (revenues) through consumer satisfaction Marketing Questions • • • • • What are we marketing To whom are we marketing it? How are we marketing it? Where are we marketing it? When are we marketing it? KEY MARKETING CONCEPTS • Exchange relationships – give something in order to get something in return – Based on social cognitive theory of outcome expectancies “if all other things are equal a person will choose to perform an activity that maximizes a positive outcome or minimizes a negative outcome.” (Kotler & Andreason) – Only costs and benefits important to the person contemplating the exchange matter • Behavior Change - The bottom line of all marketing strategy – Changing ideas should lead to changing behavior – Example – national a day campaign targeted audience to add servings of fruits & vegetables • Competition – anything that limits resources, diverts attention from the subject of the initiative or calls for contrary behaviors (Siegel & Donor, 1998) – Sources of competition include; • Other organizations conducting programs on the same subject • Other programs emphasizing behavior change • Commercial sources • Consumer orientation – approaches are selected and implemented based on what is most relevant and potentially effective with the target, not what experts believe to be important to the target population (Lefevbre, 1995) PRICE • What will the behavior change cost each target audience? • Is there a fair exchange for the benefit they associate with the behavior change? • How can costs be minimized? PLACE • What are the target audiences perception of place? • What barriers (costs) does the place create, and how can they be overcome? PROMOTION • What is the current demand among the target audience for behavior change? • What messages can best influence demand? • What promotional materials & activities are appropriate for the message? • How can the material & activities best be delivered to the target audience members? PARTNERS • What other organizations are conducting activities addressing the social change? • What organizations are credible to the target audience? • What are the opportunities to work together with either type of organization? POLICY • What policy changes are necessary for individuals to improve their health behaviors? • What policy changes could support individuals in their efforts to improve their health behaviors? • What policy changes can this organization bring about? SIMPLE IDEAS DRAWN FROM SOCIAL COGNITIVIE THEORY • FUN – Provide perceived benefits the audience cares about • EASY – remove barriers to action; make behavior as simple & accessible as possible • POPULAR – Influence social norms; help the audience feel that this is something others are doing, particularly those who are important to them Social Marketing • Understand your audience • Be clear what you want your audience to • Understand exchange – Offer something appealing in return for changing behavior • Competition • Apply “P’s” plus • Understand how policies, laws and rules affect social or behavioral change Phases of Social Marketing • Describe the Problem – behavioral focus • Conduct Market Research – segmentation, competing behaviors, benefits and barriers, • Create marketing strategy • Plan the intervention • Plan monitoring and evaluation • Implement the intervention and evaluation MARKET SEGMENTATION • Primary markets are those considered central to an organizations achievement of its mission.  • Secondary Markets are important but not essential TYPES OF MARKETS • • • • Consumer Partner Supplier Markets that are segmented by function o Prevention - primary secondary tertiary o Government relations, philanthropy , research, education o Demographic characteristics MARKET POSITIONING • Choosing who are consumers and other publics • What position in the market you take? COMMUNICATION STRATEGY • Who should be the target audience and what are they like? • What is the action they should take – what are they doing now? • What are the obstacles that stand between the audience and the desired behavior? • What is the benefit to the audience of engaging in the behavior? • What is the support for that benefit – what will make it credible to the audience? • What are the best openings for reaching the audience – are the channels available appropriate for conveying the message? • What image should the communications convey? CHILD SAFETY SEAT INITIATIVE – COMBINED MARKETING TARGETS CAUSES PROBLEM Parents don’t know How to properly install 80 % of child Safety seats not installed properly SOLUTIONS Individual behavior Educate parents Children < Social norm Convey imp Of securing Children in Properly installed seats Current system Makes proper Installation Very difficult policy Mandate tech Change to vehicles To facilitate Proper installation URBAN HEALTH CARE: MARKETING AND CUSTOMER SERVICE RESULTS OF FOCUS GROUPS Product Additions •Alternative medicine •Enhanced social services •Educational classes •On site mammography Changes in Price Changes in Place •Increased appt availability •Reduce waiting time •Provide transp Assistance •Participate in add Insurance plans •Change waiting room decor •Establish a satellite facility •Provide more convenient hours ... consumer satisfaction Marketing Questions • • • • • What are we marketing To whom are we marketing it? How are we marketing it? Where are we marketing it? When are we marketing it? KEY MARKETING CONCEPTS... system in such a manner to deliver the desired level of satisfaction Social Marketing - Definition • Social marketing is the use of marketing principles to influence human behavior in order to improve... sells itself is the “ideal type” marketing concept Comparison of Marketing and Selling Selling Concept Focus – the product Method – public relations, education Marketing Concept Focus – consumer