Social Marketing

DIABETES MANAGEMENT

Presented By:Ankit Agarwal 401Ahmed Masalawala 424Nikit Mehta 425Anant Ruia 437

Social Marketing Defined..

SOCIAL MARKETING IS

• A social or behavior change strategy

• Most effective when it activates people

• Targeted to those who have a reason to care and who are ready for change

• Strategic, and requires efficient use of resources

• Integrated, and works on the “installment plan”

SOCIAL MARKETING IS NOT

• Just advertising• A clever slogan or

messaging strategy• Reaching everyone

through a media blitz• An image campaign• Done in a vacuum• A quick process

Steps in Social MarketingAreas for social marketing

Which social cause to promote

Identify campaign purpose

Selecting target audience

Defining 8 P’s of social marketing

Implementation

Evaluation

India sitting on 'diabetes bomb'

• It is estimated that every fifth person with diabetes will be an Indian

• India currently has the highest number of 50.8 million people suffering from diabetes

• Projection of 58.7 million diabetes cases in India by 2010—almost 7 per cent of its adult population.

• By 2030, over 8.4 per cent of the Indian adult population will suffer from diabetes

• India will also be spending US $2.8 billion annually on diabetes control measures by 2010

Need for Social Marketing of Diabetes

• The lack of proper healthcare infrastructure

• Lack of awareness among patients

• Not well equipped General Practitioners

• No podiatrists (foot experts) and few dieticians

• The patients' inability/unwillingness to pay

• Rampant ignorance & absence of clear cut

guidelines

• Even after the diagnosis, monitoring of diabetes is

poor

Some Basics on Diabetes

• Definition

• Types of Diabetes• Type 1, Type 2, Gestational

• Symptoms of Diabetes• Increased urination•Weight loss• Excessive hunger, Increased thirst• Tiredness / fatigue• Slow healing of wounds, Blurred Vision

Some Basics on Diabetes

• Risk factors• Family History• Obesity• Sedentary life-style• Stress• Smoking• Excessive alcohol intake• High blood pressure• Insulin Resistance• In case of women previous Diabetes in pregnancy or delivering big baby

Some Basics on Diabetes• Complications of Diabetes• Short Term Complications of Diabetes• Low Blood sugar or hypoglycemia.• Diabetes coma.• Skin Infections, mucous membrane infections,

urinary tract infections and infections of the gastro-intestinal system.

• Long Term Complications of Diabetes• Heart disease and stroke (paralysis).• Kidney disease, Nervous system disorders.• Infection of respiratory system• Disorder of reproductive system.• Hypertension• Visual impairment and diabetic foot.

Some Basics on Diabetes

• Ways to Check & Fight Diabetes:

Social Marketing Plan

• Conducted By:• Vodafone i.e. a telecom company

• Duration:• 18 months

• Review:• Every 180 days

• Campaign:• Fight Back.. Diabetes

• Tag Line:• “Control your diabetes For Life”

Social Marketing Plan

• Vision:• To create awareness among people of India for controlling diabetes

• Mission:• “Increase awareness of the risk factors, seriousness and consequences of diabetes, and the resources available to support healthy and active lifestyles”

• Objective:• Focus on supporting health and preventing and managing diabetes at all stages of disease progression.

Selection of Target Audience

• Citizens of

Mumbai

Geographic

• Age Group – 20 years and above

Demographic

• Diabetic• Pre-diabetic

Nature

8 P’s of Social Marketing

• Product - An idea, behavior, service, or tangible item that the target audience adopts• Performing regular blood glucose self-monitoring•Management of diabetes by family members

• Price - What consumers have to give up to adopt the product; can be psychological or tangible• Time to exercise• Time to attend self-management programs• Cost of testing blood sugar

• Place - Where consumers will receive the product, engage in the behavior, or be exposed to communications• Camps at various places, Clinics• Counseling at toll free numbers

8 P’s of Social Marketing

8 P’s of Social Marketing

• Promotion - The means of communicating the message to the target audience• Integrating marketing channels like• Pamphlets• TV Ads on family channel SAB TV, FM Radio• SMS• Hoardings at bus stops, buildings• www.fightbackdiabetes.com

• Publics - "Publics" refers to both the external and internal groups involved in the program. • Target audience, secondary audiences, policymakers, and gatekeepers• Organizers, promoters, implementers

• Partnership – •Welfare clubs - Lions’ Club• NGO – Silver Innings• Pharma Co. – Mankind & Novo Nordisk

8 P’s of Social Marketing

• Policy – • The policy aspects of the campaign might focus on increasing access to medicines which help in keep diabetes in control.• Increasing funding Diabetes management research

• Purse Strings - where will you get the money to create your program•We would fund all expenses on Advertisement on our own. As part of a corporate social responsibility we would fund the entire initiative on our own.• Indian Diabetes Research Foundation and Ngo Silver innings would provide medical supplies and expert manpower for the camps as they have the expertise on it on our expenses.

8 P’s of Social Marketing

Evaluation & Monitoring

• Reach and Frequency of different

communication channels

• Diabetes tests conducted at various camps

and clinics

• Number of Counseling calls attended

• Mail and Internet Request received

Outcomes and Impact

By conduction Surveys of our Target Audience

• Changes in Behavior - Exercise , Diet

• Change in Belief - Seriousness Has Increase

• Change in Knowledge - Has Awareness Increased

• Response to Campaign - Participation of People

• Campaign Awareness - Number of People Joining this Cause

Posters / Banners / TV Ads

Cost Sheet

Costing of the Campaign for 18 months

Medium Rate No Days One

Campaign Total Cost Diabetic Campaign       4,800,000

TV 100,000 2 200   40,000,000

Radio 25,000 6 365 54,750,000

News Paper (3) 20,000 1 365 900,000.00 2,190,000

Website designing         200,000Website maintenance         180,000

Posters 40 5,000.00     200,000

Brochures 10 paise1,000,000.

00     100,000

Helpline         2,000,000

Banners 50 500.00   25,000.00 25,000

Other Expenses         970,000

TOTAL EXPENSES         105,415,000

Microsoft Excel Worksheet

THANK YOU