fundamental approaches to social marketing in health care
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Fundamental Approaches to Social Marketing in Health Care. Alan R. Andreasen Georgetown University. What I will cover:. Some history: key individuals Milestones Where we are now Key concepts and tools that have been found to be very useful: Strategic planning Program design Leadership - PowerPoint PPT PresentationTRANSCRIPT
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Fundamental Approaches to Social Marketing in Health Care
Alan R. Andreasen
Georgetown University
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What I will cover: Some history:
key individuals Milestones
Where we are now Key concepts and tools
that have been found to be very useful: Strategic planning Program design Leadership (and in your personal
lives!!)
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The beginnings: practice
International 1968 –
Nirodh family planning Program was launched in India with 6 corporate partners
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The beginnings:
United States 1972 – National
High Blood Pressure Education Program (NIH)
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Typical results of international family planning programs
Percent Contra-cepting
Children per
household
1985 2000 1985 2000Morocco 29% 55% 7 3.1
D. R. 50% 69% 3.2 2.7
Peru 46% 69% 4.1 2.8
Turkey 38% 63% 4.3 2.6
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Key result of high blood pressure program
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The beginnings: academic legitimacy
1969 – Kotler and Levy: “Broadening the Concept of Marketing”
1971 – Kotler and Zaltman: “Social Marketing: An Approach to Planned Social Change”
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Today – social marketing is widely implemented
Government agencies and nonprofit organizations USDA CDC USAID World Bank AARP Academy for Educational Development Population Services International
Commercial organizations Porter Novelli Fleischman-Hillard Ogilvy
Individuals worldwide Georgetown’s social marketing listerver now has 2300
participants in 40+ countries chatting daily
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Social marketing books are everywhere
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A most ambitious programs in the United Kingdom
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Some recent confusion . . .
Social networking
Versus
Social marketing
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So why is it called social marketing?
What does commercial marketing have to contribute?
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Commercial Marketing In the private sector, it is
getting target audiences to: Buy a Ford Choose McDonalds over
Burger King Fly United Stay at a Marriott hotel
The organizational bottom line is: Sales Market share Growth
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In social marketing . . . Its about getting target
audiences to: Stop smoking Practice safe sex Intervene in cases of
violence Bottom line:
The target audience is better off
Society is better off
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It is all about . . .
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The major challenge of all organizations:
Getting people to do things Target
audiences Bosses Teammates Subordinates Supporters
Who else???Nov. 3, 2010 Preterm Births and Unnecessary
Cesarean Deliveries
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What are the behaviors YOU need to influence to be successful on your job (Try this at work!!)
Target Audience Behavior
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But social marketing is really a LOT harder Huge expectations –
miniscule budgets Often focused on
negative demand Sensitive issues Benefits that are:
Invisible Far in the future Only for other people
High scrutiny
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The “upstream” versus “downstream” challenge
Take childhood obesity – should you focus just on
the kids?
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To really attack the child’s problem, there are a lot of those (upstream) who need to act:
Parents School administrators McDonalds’ marketing
director Radio Station news
director Political leaders Government regulators
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So, where do you start??
Behavior of target audiences is the bottom line So, pick a SPECIFIC
behavior Pick a SPECIFIC
target audience segment
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The requirements for good social marketing:
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What is your organization’s mindset?
Organization-centered
or
Target audience-centered?
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A target audience-centered process:
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Listening*
Planning
Monitoring*
Implementing
Revising/Recycling
Pretesting*
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Starting point is always listening to the target audience
What do you learn?
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Four key frameworks
Framework 1 Motivation
Do they want to do it?
Opportunity Do have the
option?
Ability Can they bring it
off?Nov. 3, 2010 Preterm Births and Unnecessary
Cesarean Deliveries
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Framework 2: Stages of Change
Precontemplation Contemplation Preparation/Action Maintenance
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Framework 3: Competition
The behaviors you want always have
competition!!
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Framework 4: BCOS
Benefits Costs Others Self-assurance
BCOS
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Target Audience
Benefits Costs
Others Self-assurance
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Percent of students who smoked cigarettes on one or more of the past 30 days
18.515
8.6 7.8
27.4 25.2
20.917.9
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10
20
30
40
50
Pe
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nt
1998 1999 2000 2003 1998 1999 2000 2003
Middle School High School