SOCIAL MARKETING

MARKETING - DEFINITION• A management orientation that accepts that the key task of the system is to determine the wants, needs and values of a target market and shape the system in such

SOCIAL MARKETING

MARKETING - DEFINITION

• A management orientation that accepts

that the key task of the system is to

determine the wants, needs and values of

a target market and shape the system in such a manner to deliver the desired level

of satisfaction

Social Marketing - Definition

• Social marketing is the use of marketing principles to influence human behavior in order to improve health and/or benefit

society

• It is also used to mobilize public support for core public health policies and

institutions

Marketing Process

• Marketing begins with existing or potential consumer needs plans for a coordinated set of programs and services and

achieves its goals through creating

consumer satisfaction

• The service fits the consumer and sells

itself is the “ideal type” marketing concept

Comparison of Marketing and

Selling

Selling Concept

Focus – the product

Method – public relations,

Method – data driven consumer preference

Outcome – increased use

of services (revenues) through consumer

satisfaction

Marketing Questions

• What are we marketing

• To whom are we marketing it?

• How are we marketing it?

• Where are we marketing it?

• When are we marketing it?

KEY MARKETING CONCEPTS

• Exchange relationships – give something

in order to get something in return

– Based on social cognitive theory of outcome expectancies “if all other things are equal a person will choose to perform an activity that maximizes a positive outcome or minimizes a negative outcome.” ( Kotler & Andreason)

– Only costs and benefits important to the

person contemplating the exchange matter.

– Example – national 5 a day campaign

targeted audience to add 2 servings of fruits & vegetables.

• Competition – anything that limits

resources, diverts attention from the

subject of the initiative or calls for contrary behaviors (Siegel & Donor, 1998)

– Sources of competition include;

• Other organizations conducting programs on the same subject

• Other programs emphasizing behavior change

• Commercial sources

• Consumer orientation – approaches are

selected and implemented based on what

is most relevant and potentially effective with the target, not what experts believe to

be important to the target population

(Lefevbre, 1995)

The 4 P’s of Marketing

• Product – the desired change you are asking of

your audience and the associated benefits,

objects and services that support the change

• Price – the cost or barriers the target audience

faces in making the desired change

• Place – where/perform behavior, access

products or services.

• Promotion – communications, messages,

materials, channels and activities that will

effectively reach your audience.

• What are the benefits of the behavior

change?

• What is the competition?

• What legal, technological and/or economic policy changes can facilitate individual

behavior change?

• What accomplishments can be expected without policy changes?

• What will the behavior change cost each target audience?

• Is there a fair exchange for the benefit

they associate with the behavior change?

• How can costs be minimized?

• What are the target audiences perception

of place?

• What barriers (costs) does the place

create, and how can they be overcome?

• What is the current demand among the

target audience for behavior change?

• What messages can best influence

• What are the opportunities to work

together with either type of organization?

• What policy changes are necessary for

individuals to improve their health

behaviors?

• What policy changes could support

individuals in their efforts to improve their health behaviors?

• What policy changes can this organization bring about?

SIMPLE IDEAS

DRAWN FROM SOCIAL COGNITIVIE THEORY

• FUN – Provide perceived benefits the

audience cares about

• EASY – remove barriers to action; make behavior as simple & accessible as

possible

• POPULAR – Influence social norms; help the audience feel that this is something others are doing, particularly those who are important to them

Social Marketing

• Understand your audience

• Be clear what you want your audience to do.

• Understand exchange – Offer something appealing in return for changing behavior

• Competition

• Apply 4 “P’s” plus 2

• Understand how policies, laws and rules affect social or behavioral change.

Phases of Social Marketing

• Describe the Problem – behavioral focus

• Conduct Market Research –

segmentation, competing behaviors,

benefits and barriers,

• Create marketing strategy

• Plan the intervention

• Plan monitoring and evaluation

• Implement the intervention and evaluation

MARKET SEGMENTATION

• Primary markets are those considered

central to an organizations

achievement of its mission. 

• Secondary Markets are important but

not essential.

TYPES OF MARKETS

• Consumer

• Partner

• Supplier

• Markets that are segmented by function

o Prevention - primary secondary tertiary

o Government relations, philanthropy ,

research, education

o Demographic characteristics

• What is the support for that benefit – what will

make it credible to the audience?

• What are the best openings for reaching the audience – are the channels available appropriate for conveying the message?

• What image should the communications convey?

Current system Makes proper Installation Very difficult

SOLUTIONS

Educate parents Children < 4 Individual behavior

Social norm

policy

Convey imp.

Of securing Children in Properly installed seats

Mandate tech.

Change to vehicles

To facilitate Proper installation

CHILD SAFETY SEAT INITIATIVE – COMBINED MARKETING TARGETS

URBAN HEALTH CARE: MARKETING AND CUSTOMER SERVICE

•Establish a satellite facility

•Provide more convenient hours