social marketing diabetes
TRANSCRIPT
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