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+    Social Marketing:    An Introduction    Sara Ackerman, MPH, PhD
+    What is Social Marketing?       The use of concepts and strategies     from commercial marketing to influence        ...
+    How does social marketing differ    from commercial marketing?      similar strategies:      both sell products, idea...
+    Social marketing is not the same as          social media marketing!
+“Social marketingcritically examinescommercialmarketing so as tolearn from itssuccesses andcurb its excesses.”
+    www.adbusters.org
+    Dominant behavior change    communications campaigns aim to:        PROTECT             WARN
+    PROTECT   WARN
+    Beyond warn and protect…
+            …integrating interests of the            audience with those of the            sponsor…photo credit: www.adpu...
+        Social marketing can be used to        influence:individual                         behaviorssocial   processes...
+    Social marketing draws on methods    and theories from:      Anthropology      Behavioral   economics      Design ...
+    Social marketing strategies are    used to:      Develop   communication campaigns      AND…      Design   educatio...
+    Some health topics that have been    addressed by social marketing:
+    Why might social marketing be    more difficult than commercial             marketing?
You’re trying to influencepeople to do things they are uncomfortable with, don’t  want to do, or can’t do
+    social marketing     principles and        methods
+          focus on audience• Do you really know what’s  best for your audience?• Start by engaging and  understanding you...
+       audience insight    • formative research    • process and outcome evaluation using      “participant observation” ...
+audience segmentation    • one size fits all solution rarely works for      complex behaviors    • “psychographics”:     ...
+            your audience/            target may be:    • people whom you want to do      something different    • enable...
+         how are audience         segments chosen?    • persuadable?    • size and potential impact    • need    • influe...
+        exchange       what I need for target audience                      vs.    what they desire, care about, aspire to
+    exchange               image credit: http://bit.ly/nvfY0Z
+     questioning the “rational man”    theory of exchange                      Image credit: Fairfax County, Virginia: ht...
+“Marketing Mix”/4Ps1.   PRODUCT and its presumed     benefit2.   PRICE, or what audience has to do     to obtain product3...
+      4Ps +5.   PUBLICS6.   PARTNERSHIP7.   POLICY8.   PURSE STRINGS9.   POLITICS
+     Critique of 4Ps1.   Checklist?2.   The 4Ps are not behavior change tools3.   What about barriers/benefits?
+    Alternatives to 4PsCommunity-Based Social Marketing:-   behavior change via addressing    barriers-   less focus on a...
+Total Process PlanningModel                 image and content credit: UK Alcohol Learning Centre
+    SCOPE                               DEVELOP       Identify and consult with          Look at current services      ...
+    IMPLEMENT                        EVALUATE       Use a range of strategies       PROCESS and OUTCOME        and tail...
+    FOLLOW-UP       Share/disseminate best        practices       Continue to track outcomes        and assess sustaina...
+    theories/explanatory models used in    social marketing    individual                         social/relational     ...
+    critiques of social marketing                 individual            social, economic, en            vironmental, inst...
+    Historical changes in    smoking practices in    U.S.
+       SM relies too heavily on       psychological behavior          change theories    “One principle that distinguishe...
+              Health behaviors are               “wicked problems”!    Effective change programs do not ONLY communicate ...
+ Another example of redesigning the   environment to promote behavior   change
+    Unintended consequences    of social marketing:       Australia’s Slip Slop Slap       campaign       to prevent skin...
+    Case Study:           Cleanyourhands campaign            UK National Social            Marketing Center (NSMC)     S...
+    NSMC hand hygiene project in a    Scottish hospital hand    hygiene compliance high, but hospital acquired infection...
+    NSMC hand hygiene project in a    Scottish hospital    WHO 5 moments depiction: great in principle    but not in prac...
+    alternative representation of 5 moments:
+ gel:     myths and dispensers canpatients remind staff to clean hands? clean   zones                   image and cont...
+    Case Study #2:       Copenhagen cycling       campaignGoal:        increase commuting by bicycle to:        - reduce ...
+    infrastructure
+    bicycle culture                      http://www.copenhagencyclechic.com/
+        outcomes       2010: 37% of people in greater Copenhagen        commuted by bike       planners’ goal: 50% by 2...
+    Thank you!                 photo credit: William Couch
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Social Marketing Strategies in Health Care: An Introduction

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An introduction to social marketing principles and strategies, including case studies

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Social Marketing Strategies in Health Care: An Introduction

  1. 1. + Social Marketing: An Introduction Sara Ackerman, MPH, PhD
  2. 2. + What is Social Marketing? The use of concepts and strategies from commercial marketing to influence individual and social practices, with a goal of improved human or environmental health
  3. 3. + How does social marketing differ from commercial marketing? similar strategies: both sell products, ideas, practices different goals: profit vs. health or well being
  4. 4. + Social marketing is not the same as social media marketing!
  5. 5. +“Social marketingcritically examinescommercialmarketing so as tolearn from itssuccesses andcurb its excesses.”
  6. 6. + www.adbusters.org
  7. 7. + Dominant behavior change communications campaigns aim to: PROTECT WARN
  8. 8. + PROTECT WARN
  9. 9. + Beyond warn and protect…
  10. 10. + …integrating interests of the audience with those of the sponsor…photo credit: www.adpunch.org
  11. 11. + Social marketing can be used to influence:individual behaviorssocial processes and normspoliciesinstitutional practicesimage credit: http://culturegenderhealth.blogspot.com/
  12. 12. + Social marketing draws on methods and theories from:  Anthropology  Behavioral economics  Design  Persuasive technology research  Public health  Social psychology
  13. 13. + Social marketing strategies are used to:  Develop communication campaigns AND…  Design educational materials  Improve services  Re-design structural/environmental conditions
  14. 14. + Some health topics that have been addressed by social marketing:
  15. 15. + Why might social marketing be more difficult than commercial marketing?
  16. 16. You’re trying to influencepeople to do things they are uncomfortable with, don’t want to do, or can’t do
  17. 17. + social marketing principles and methods
  18. 18. + focus on audience• Do you really know what’s best for your audience?• Start by engaging and understanding your audiencephoto credit: Ian Webster
  19. 19. + audience insight • formative research • process and outcome evaluation using “participant observation” and other qualitative methods
  20. 20. +audience segmentation • one size fits all solution rarely works for complex behaviors • “psychographics”: values interests activities opinions geographic location
  21. 21. + your audience/ target may be: • people whom you want to do something different • enablers • barriers
  22. 22. + how are audience segments chosen? • persuadable? • size and potential impact • need • influence on primary audience • accessibility • resources needed to reach audience • equity/social justice considerations
  23. 23. + exchange what I need for target audience vs. what they desire, care about, aspire to
  24. 24. + exchange image credit: http://bit.ly/nvfY0Z
  25. 25. + questioning the “rational man” theory of exchange Image credit: Fairfax County, Virginia: http://www.fairfaxcounty.gov/hd/flu/
  26. 26. +“Marketing Mix”/4Ps1. PRODUCT and its presumed benefit2. PRICE, or what audience has to do to obtain product3. PLACE, or how product reaches audience4. PROMOTION, or strategy to create and sustain demand for product
  27. 27. + 4Ps +5. PUBLICS6. PARTNERSHIP7. POLICY8. PURSE STRINGS9. POLITICS
  28. 28. + Critique of 4Ps1. Checklist?2. The 4Ps are not behavior change tools3. What about barriers/benefits?
  29. 29. + Alternatives to 4PsCommunity-Based Social Marketing:- behavior change via addressing barriers- less focus on attitudes & beliefs http://www.cbsm.com/public/world.lasso
  30. 30. +Total Process PlanningModel image and content credit: UK Alcohol Learning Centre
  31. 31. + SCOPE DEVELOP  Identify and consult with  Look at current services stakeholders  Involve stakeholders  Conduct preliminary research  Look at similar or competing  Learn about your audience programs – how will they reinforce or undermine your using qualitative methods project?  Segment your audience  Use theory appropriate to problem and audience  Decide on research methods  Develop barrier and exchange  Develop evaluation procedures model  Test your project
  32. 32. + IMPLEMENT EVALUATE  Use a range of strategies  PROCESS and OUTCOME and tailor campaign to equally important. audience segments  Process evaluation: insight into deviations from  Conduct process evaluation plan; understand what to determine if program is produced observed being implemented as outcomes planned and how people are  Outcome evaluation: did responding you reach target audience;  Continue working with did desired outcome stakeholders occur?
  33. 33. + FOLLOW-UP  Share/disseminate best practices  Continue to track outcomes and assess sustainability of target behavior
  34. 34. + theories/explanatory models used in social marketing individual social/relational  Social Cognitive Theory  social theory: citizenship, subjectivity, embodi  Health Belief Model ment, social/symbolic capital, power, historical context  Stages of Change  social network analysis  Diffusion of Innovations  coalition/collaboration (PAR)  social justice, environmental justice
  35. 35. + critiques of social marketing individual social, economic, en vironmental, instituti onal context
  36. 36. + Historical changes in smoking practices in U.S.
  37. 37. + SM relies too heavily on psychological behavior change theories “One principle that distinguishes the best social marketers is an unrelenting understanding, empathy and advocacy of the perspective of our priority population or community that is not slanted by what the theory or research evidence does or does not tell us.” - Craig Lefebvre
  38. 38. + Health behaviors are “wicked problems”! Effective change programs do not ONLY communicate persuasive messages. They also try to modify the context using multi-faceted strategies. photo credit: NY Times, Dec.13, 2009
  39. 39. + Another example of redesigning the environment to promote behavior change
  40. 40. + Unintended consequences of social marketing: Australia’s Slip Slop Slap campaign to prevent skin cancer
  41. 41. + Case Study: Cleanyourhands campaign UK National Social Marketing Center (NSMC)  Social marketing strategies  Scale
  42. 42. + NSMC hand hygiene project in a Scottish hospital hand hygiene compliance high, but hospital acquired infections increasing running out of new ways to “sell” hand hygiene carrot not stick – need to persuade people that it’s in their interests to complyProject: tailored interventions “clean leaders”
  43. 43. + NSMC hand hygiene project in a Scottish hospital WHO 5 moments depiction: great in principle but not in practice
  44. 44. + alternative representation of 5 moments:
  45. 45. + gel: myths and dispensers canpatients remind staff to clean hands? clean zones image and content credit: UK National Social Marketing Centre
  46. 46. + Case Study #2: Copenhagen cycling campaignGoal: increase commuting by bicycle to: - reduce pollution and congestion - improve public healthStrategy: - foster and spread “bicycle culture” - change infrastructure to reducebarriers to cycling photo and content credit: City of Copenhagen Technical and Environmental Administration
  47. 47. + infrastructure
  48. 48. + bicycle culture http://www.copenhagencyclechic.com/
  49. 49. + outcomes  2010: 37% of people in greater Copenhagen commuted by bike  planners’ goal: 50% by 2015  public satisfaction with cycling 1995: 17% 2004: 83% 2010: 94%  survey: why do you cycle?  55% it’s faster  33% it’s more convenient  32% it’s healthy  29% it’s cheap
  50. 50. + Thank you! photo credit: William Couch

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