SOCIAL MARKETING

Amany R.Aboel-Seoud

Community Medicine Department Zagazig Faculty

of Medicine

Social marketing

Is health promotion programs that developed to satisfy consumer

needs. It is process of solving community

health problems It is introduction and dessimination of

ideas It is translation of scientific facts to

effective educational programs

Social Marketing

“Social marketers push ideas instead of pushing a product, they promote social change using the same kinds of techniques companies use to sell products and services.”

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Differences between social marketing and commercial marketing

Social Commercial

Objective Change Behavior Gain money

Product not tangible(ideas) tangible(good)

Benefit need time Immediate

Social marketing is the systematic application of marketing along with other concepts and techniques, to achieve specific behavioral goals for social benefit.

Social marketing is a consumer driven & based on the principle that audiences (whether individual, group, or organizational) have resources such as time, money, or effort which they would exchange for perceived benefit المنفعة تبادل

Social marketing can be applied to promote good health, or to make a society avoid bad ones and thus to promote society's well being as a whole. For example, not to smoke in public areas, to use seat belts, or follow speed limits

Social marketing based on market research, audience segmentation, pretesting, concepts & messages with defined audiences as well as ongoing evaluation of promotional methods & approaches.

SOCIAL MARKETING IS:

Not social advertising Not media outreach alone Not for punishment Not one approach model Not quick

Examples of SM health products

A continuum of products exists, ranging from tangible, physical products (e.g., condoms), to services (e.g., medical exams), practices (e.g., breastfeeding, ORT or eating a heart-healthy diet) and finally, more intangible ideas (e.g., environmental protection)

Social Marketing Approach

Who is the consumer/audience? (Who)

Who carry the process? (Whom) Message? (What) Process? (How) Site, Place? (Where) Benefit? (what they gain? When) Competitors ? What audience do

now?

HOW TO APPLY SOCIAL MARKE TING?

“Application of social marketing technologies in the:

1-Situational analysis 2-planning, 3-execution, and 4-evaluation of programs designed to influence the

voluntary behavior of target audiences in order to improve their personal welfare and promotion of their society”

Evaluation

SOCIAL MARKETING PROCESS ELEMENT

Planning and Research

Strategy Design

Implementation

SITUATIONAL ANALYSIS Decide on the information you will

need to base your program on a solid foundation

Identifying barriers is a critical step in developing a program.

Review of literature search of relevant articles and reports

Prepare resources , sponsors, partnership

Study culture, politics, customer’s characteristics

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SET YOUR OBJECTIVES

Should be smart Specify your target population/

audience of priority to be reached Those not doing the activity Those not doing the activity as often

or as well as desirable Those who share a common barrier Those most receptive, or who would

benefit most (at what critical times?)

Audience segmentation

› Personal Characteristics› Acceptance of changes/ new behaviors› Can be reached easily

This will enabling you to

increase message impact& reduce the costs

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Implementation

Team recruitment Communication plan(message) Action Plan (start by pilot) Feedback , monitoring Sustainability

Monitoring and Evaluation Set indicators or measurement

methods appropriate for evaluation & monitoring to ensure that your program stays on track

Also you can set up a control group to measure the success of your program

Principles of Social Marketing success

1. Consumer Oriented ايه؟ عايز هو2. Audience segmentation3. Exchange theory

(mutual benefits)4. Use Marketing mix (5

P's)5.Based on managerial

steps

Marketing Mix 9ps

1-Product: What you are going to offer (healthy living)

2-Price: At what cost? What the consumer will loose?

3-Place: Where? 4-Promotion: What you want to improve,

getting message out5-Positioning: the competitors6- Partnership 7- Purse string: costs of program8-Publics: who are other stakeholder

groups9- Politics: to change some

legislations

TIPS FOR SUCCESS Avoid information overload, simple Choose the best organization to be your partner Be cautious of fear appeals Identify and remove barriers – offer

practical alternatives, show do not tell Use pictures instead of words Connect to their hearts before their

heads. Stress on benefits Change product, message, place

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SOCIAL MARKETING FRAMEWORK

Stages of change model : behavior is a process not an Event. People are at differentPoints in that process where we can market Health belief model: when they know

hazards they can be changed

Example of a Marketing Mix Strategy

A breast cancer screening campaign for older women:

The product could be getting an annual mammogram, and performing monthly breast self-exams. The price of engaging in these behaviors includes the

monetary costs of the mammogram and exam, potential discomfort and/or embarrassment, time and even the possibility of actually finding a lump.

The place that these medical and educational services are offered might be a mobile van, local hospitals, clinics and worksites, depending upon the needs of the target audience.

Promotion could be done through public service announcements, billboards, mass mailings, media events and community outreach.

The "publics“ your target audience (let's say low-income women age 40 to 65), the people who influence their decisions like their husbands or physicians, policymakers, public service directors at local radio stations, as well as your board of directors and office staff.

Partnerships could be local or national women's groups, corporate sponsors, medical organizations, service clubs or media outlets.

The policy focus on increasing access to mammograms through lower costs, requiring insurance and coverage of mammograms in health care or increasing funding for breast cancer research.

The purse strings, or where the funding will come from, may be governmental grants, such as from the National Cancer Institute or the local health department, foundation grants or an organization like the American Cancer Society.

Positioning : our competitors as private clinics.

QUIZ

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