Marketing and Maintaining Involvement HS 362

Objectives Compare and contrast product marketing versus social marketing. Explain the importance of developing social marketing and advertising campaigns. Describe ways to monitor marketing programs. Identify strategies used to engage group participation. Discuss characteristics of ads that are persuasive.

Product Marketing Market –the set of all people who have a real or potential interest in a product or a service Marketing –the planned attempt to influence the market so there is a voluntary exchange of costs

Product Marketing The 4 Ps of Marketing –the right product (needs of the employees) –the right place (time of offering; comfort; how offered) –the right price (expenses; time/effort) –letting the market know about it through promotion (selling the program through advertising)

Social Marketing Emphasizes the promotion of nontangible products: –ideas, attitudes, healthier lifestyles –to initiate some type of behavior change. Types of change in health promotion are: –Cognitive change (knowledge and short term activity) –Behavior change (permanent change) –Value change (“predispositions toward an action”)

Deciding Programs and Activities What the client already knows What new kinds of information/skills are needed What types of “advertising” will most likely affect the target audience What materials that will work most effectively The cost of the event(s)

Deciding Programs and Activities Consider: –the time period(s) that will be more accessible to the greatest number of people –the length of the program –a single versus multiple-event activity Ensure that participants know how the information is applicable to their lives. Keep it simple! Evaluate.

Launching a Marketing Program Pick a title; this can grab attention. Actual implementation may begin many months before the event. “Phasing in” programs are good ways to introduce and implement programs. Good programs are the best advertisement!

Launching a Marketing Program Listen to what employees say. Use a variety of channels. Use eye-catching materials; less is more. Pilot test materials to get feedback. Use “kick off” events.

Monitoring a Marketing Program Ensures quality and merit Can be done in a variety of ways: –Get feedback from participants via a brief questionnaire immediately following each event. –Use questionnaires about overall programming.

Marketing Strategies - Group Common types of HP marketing strategies: –newsletters –posters –brochures – –web ads (print or audio) –pay-envelope stuffers

Marketing Strategies - Group An open house or health fair can provide: –learning experiences –increase awareness –advertise current programs Brown-bag lunches and informal group meetings can be used. Use seasonal or monthly health themes.

Marketing Strategies - Incentives Policies and Procedures –Time off for met goals Personal Recognition –Praise and certificates Tangible Rewards –Gift certificates and discounts

Marketing Strategies -Incentives Teams and Competition –Provides social support –Networking –Monitor Health Care Benefits –Reduced costs –Rebates

Targeting the Audience Understand the population. Develop programs without causing offense and will inspire participation. –Seek suggestions from people within the culture(s). For most culturally diverse environments: –provide a “menu” of activities, –learning opportunities, –and types of interaction.

Developing Informative/ Persuasive Messages Be concise. Keep graphics simple. Use mystery to arouse interest. If something is working, keep using it. Use the word free or offer something free when possible.

Developing Informative/ Persuasive Messages Use a friendly tone. Talk “one-on-one.” Know the “hot buttons.” Address the audience’s wants and needs. Make them feel like they are getting a bargain.

Achieving Long-Term Behavior Change Programs need to have a core clientele who provide repeat business. How to build a loyal following: –Understand the market. –Advertise and address the participants’ concerns. –Keep abreast of the latest health information. –Have good staff members. –Develop good personal relationships.

Achieving Long-Term Behavior Change Make it convenient, time and energy wise. Use multiple strategies/approaches that work. Offer fewer interventions that are done well. Build support groups. Motivate participants intrinsically.