Planning your social marketing campaign
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Transcript of Planning your social marketing campaign
Social Marketing Conference: Changing Behaviour Through
Communications
30 November 2011
www.charitycomms.org.uk
www.twitter.com/CharityComms
www.facebook.com/CharityComms
Planning your (Health) Social Marketing campaign
Craig ListerNHS Bedfordshire
My background• Military• Health and Fitness (Charity) sector• NHS Public Health Manager
– Obesity lead
– Chair; National Obesity Forum EoE– NHS Health Checks lead
• A physiologist by trade but…
What’s the starting point?
• Identified need (who is your customer)
• Who’s money is being spent, public/charity?
• What’s the opportunity cost?
• Where’s the evidence?
• Oversight and Scrutiny
Rationale• Public Health responsibility is moving
to Local Authority in April 2013• What are you seeking to change?• Why?• What happens if there is change?• What happens if there is no change?• Is there equity?• Nudge, don’t push!
Change impact
No change line
Change line
Time
Poorer Health
Better Health
Some change
Does the cost outweigh the benefit – does this matter?
Supporting
environment
Supporting
environment
Critical factors• Understand the message (perspective)• Early audience engagement• Remember: We do what we want to, not
what we need to!• Identify a new normal• Provide a supportive environment
Change programmeChange programme
Case study 1• To ensure dental services are
available to everyone who needs them which reflects Improving Lives, Saving Lives pledge four (2009/11).– Increase access to NHS dental
services – Dispel the myth that NHS dentists
are hard to find– Explain the charging structure and
empower people to challenge
Reaching the audience
24-hour dental helpline supported by NHS Direct
Direct mailing with a freepost response option to 195,853 households
Information in practices (dental and GP) and in community pharmacies
Outdoor advertising on buses and at Bedford and Flitwick railway stations
NHS Bedfordshire website, with a post code search
Google adwords
Local media campaign
Outcomes• 1000 new patients accessing NHS dental care• IPOS Mori poll identified highest awareness of
dental charges in EoE• Establishment of a new mobile surgery• 50% increase in calls requesting information• Nearly 1800 freepost slips returned• > 4000 people clicked through Google adwords• A total of 16,000 contacts.• Continued improvement
A tougher challenge
What are you thinking right now?
Identify rationale• What are we seeking to change?
– Lifestyle behaviours that lead to obesity, specifically poor food choice, large portion sizes, low habitual PA
• Why? – Current levels present an unsustainable demand on the
NHS and social care budget
• What happens if there is change?– People will become healthier and have higher self esteem
leading to further positive health behaviours
• What will happen if there is no change?– Levels of obesity and co-morbidities will rise and treatment
will become more selective leading to an increase in inequalities
Set expectations• What is realistic?
– Reduced obesity increase and then reduction, earlier improvements in co-morbidities
• When can we achieve this?
– 5 to 10 years (localised milestones)• How will we know?
– NCMP, Health Checks• Who will benefit (can this be quantified)?
– Everyone as costs are community wide• What will it cost/what is the budget?
Reduce Family Obesity
• What’s your message?• How will you test this?
• How will you deliver it?• What’s the support?
• How will you assess impact?
• Maximise the value
• Minimise the price
Uncomfortable truths
Instant reward culture