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Social marketing

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Social marketing

  1. 1. Social marketing -Dr.H.Hemachandra, Postgraduate student, Community Medicine, S.V.Medical college.
  2. 2. Outline  Definition  Objectives  Principles and techniques  Step-wise approach  Limitations  Difference : commercial marketing  Examples of nation wide social marketing campaigns.  Conclusion
  3. 3. What is social marketing ?  motivating people, marketing techniques to voluntarily adopt behaviour which is beneficial to them , over other “potentially” harmful behaviour.  Definition: “the design , implementation and control of programs -Philip Kotler 1975 
  4. 4.  acceptance and willingness to adopt a beneficial behaviour. ex- acceptance of a new vaccine by physicians and public
  5. 5. Objective To promote public health,(health for all). - so it relies heavily on Preventive Medicine. not be confused with marketing of commercial health and hospitals , profit and not public health It is an opportunity for, to bridge the gap between health care delivery systems and the target groups,
  6. 6. The Principles:marketing mix of 4psproduct promotion Price place
  7. 7. Product Tangible intangible packaging positioningBranding form Life cycle Product devevelopment specifications of good/service and how it relates to end users needs and wants. Pretesting and obtaining feedback from users reduces obstacles in social marketing.
  8. 8. Promotion Timing Visibility High visibility : Reminds the user Timing: user is most likely to accept the product. The readiness to accept information changes at different times and with the source.X:-a woman in labour . …
  9. 9. The Price Convenience costs Response costs Perception The cost of medical/ surgical intervention in a critically ill person is not a big issue inspite of low personal income. But for promotive and preventive health care, the demand is more If the price is low and when personal income is high. Convenience costs:- Cost of loss of work/pay/travel. Response costs:-embarrassment in publicly buying condoms/attending a std clinic near his residence.
  10. 10.  The product/service/message should be located where the users are most likely to find them without any stigma  poor utilization of separate STD clinics is due to stigma.  Message on Breast feeding and immunization is best delivered in ante-natal clinics. The place
  11. 11. Design of the Message  based local sensitivities rather than strict rules.  able to educate the target group about the existence of health problem,  empower the group , educated choices  overcome any cultural social and traditional practices resisting change  PPI messages on mass media by leading film stars is an .
  12. 12. Designing process- A step wise approach  Indepth knowledge of health problem has to gained.  Rigid customs and opinions of the community to be considered  Consensus- has to developed through operational and political co- operation. Step one:Identification of health problem and establishing methods for social Marketing:
  13. 13. Step two: Identification of priorities and implementation of affordable efforts.  Organising priorities particularly money.  viewpoint of consumer.  Estimates well in advance.  Have realistic and achievable goals and objectives  prepare realistic budgets.
  14. 14. Step three: Analysis of marketing activities ,including Social message.  Strategy regularly.  different messages, different styles,different group  X:-Messages and style of delivery for HIV prevention is different for College students, Commercial Sex workers, truck drivers and house wives.
  15. 15. Step four: Identification of target audience for each marketing component  Market segmentation , identification of weak link in terms of health related behaviour.  X:-identification of clients of CSWs not using the condoms  Accurate market segmentation effective Social marketing
  16. 16. Step five: Analyse each strategy to determine attitudes and potential resistance among target groups  Identify all possible cultural ,social , religious –resistance points.  Attitude testing techniques , resistance to healthy behaviour.  countering such attitudes head on will result in rejection of the message .So, its appropriate to build consensus and strategy to overcome resistance.
  17. 17. Step six: Identification of objectives for each target group  proposed behaviour change in each target group should be accurately identified and preferably quantified.  X- “raising the condom usage among clients of CSWs in an area from 40% to 90% in next one year.”  - “increasing the household use of iodised salt in a district from 60% to 95% in next 2 years.”  The necessary and relevant information is provided according to the understanding capabilities of the target group.  Effect of each message should be evaluated periodically to assess if it has been understood properly or not.
  18. 18. Step seven: Designing and testing the social message:  the social message should be pretested on samples of target audience for acceptability ,comprehension , believability and conviction.  even a well designed message is of no utility if it is not understood or believed by the target group.  After pretesting ,messages should be revised and retested as necessary.
  19. 19. Step eight : Selection of marketing/distribution system.  Media and distribution system for the message should be in a manner which ensures maximum coverage among the target audience.  X:-Statutory warnings on tobacco products is one way of deliver the anti-smoking message to the target audience.
  20. 20. Step Nine: Evaluate the impact of social messages:  Quantifiable variables should be identified which indicate the impact of the message over a time period  Periodic assessments provide information to make midterm corrections when necessary.  X:-incidence of STDs as ascertained from a busy STD clinic/hospital in a district is a good indicator of impact of social marketing for condoms in the district.
  21. 21. Social Marketing Wheel
  22. 22. Limitations of social marketing  Public health experts must realise the fact that the social marketing has it’s limitations.  social marketing techniques are appropriate in certain circumstances only.  Focus on individual behaviour rather than on the family or community , village.  Danger of perception of marketed behaviour better than other healthy behaviours.  X:-use of condoms for multiple partner sex may be perceived a better behaviour than the single partner sex. . . .
  23. 23.  social marketing is ineffective if major barriers are present as they resist change in individual behaviour.  social marketing is ineffective if individual efforts are inadequate  There are ethical and social issues in determining who must make decisions on what behaviours to be promoted.  X:- some resist promotion of condoms more aggressively than abstaining from extramarital affairs and multiple sex partners Poverty Lack of health facilities Social discrimination
  24. 24. Commercial marketing Social marketing Meets identified needs , wants of target market segment Change attitudes, behaviour to a healthier behaviour Makes profit by serving interests of target market Serves interests of target market without personal profit Marketing of products/ services mostly through ideas Marketing of ideas, concepts rather than tangible products Commercial v/s social marketing
  25. 25. Examples of social marketing The Nirodh condom project in India was the first nationwide contraceptive social marketing program. (1967) National Breast-feeding program (Brazil) 1981 “Stop Aids” (Switzerland) 1987 Social Marketing of Bednets (Tanzania) 1997
  26. 26. Conclusion  Research, product design, distribution, information, communication  Introduction of a new product/ concept/ service- aim to change behaviour  Uses scientific evidence- creates education, action programmes for healthier habits, behaviour
  27. 27. References  Anuj bhatnagar ,social marketing,WHO AFMC.text book of public health and community 2009 edition,p386-88.