Let’s Use Social Marketing Why Let the Devil Have the Best Tunes? Jim Grizzell, MBA, MA, CHES,...

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

4

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

9

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

10

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

13

PoliciesPolicies

Health Communication,Ecological / Environmental ApproachEcological / Environmental Approach



SpecialtyCare


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!

15

What Social Marketing Is Not


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

17

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


The group(s) of individuals that your social marketing program seeks to reach and influence.

Target Audience


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


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


A guiding plan of action for your entire social marketing program.

Market Strategy


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


The concept that people compare the costs and benefits of performing a behavior before actually doing it.

Exchange


The behaviors and related benefits that the target audience are accustomed to or may prefer over the behavior you are promoting.

Competition

37

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

38

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

44

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

46

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


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


This P includes the communication messages, materials, channels and activities that will effectively reach your audience.

Promotion


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)

53

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



SpecialtyCare


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

Let’s Use Social Marketing Why Let the Devil Have the Best Tunes? Jim Grizzell, MBA, MA, CHES,...

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