Fundamental Approaches to Social Marketing in Health Care Alan R. Andreasen Georgetown University Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries 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!!) Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

The beginnings: practice International 1968 – Nirodh family planning Program was launched in India with 6 corporate partners Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries The beginnings: United States 1972 – National High Blood Pressure Education Program (NIH) Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Typical results of international family planning programs Percent Contra- cepting Children per household 1985 2000 Morocco 29% 55% 7 3.1 D. R. 50% 69% 3.2 2.7 Peru 46% 4.1 2.8 Turkey 38% 63% 4.3 2.6 Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Key result of high blood pressure program Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

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” Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

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 Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Social marketing books are everywhere Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

A most ambitious programs in the United Kingdom National Social Marketing Centre U.K. Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries Some recent confusion . . . Social networking Versus Social marketing Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

So why is it called social marketing? What does commercial marketing have to contribute? Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries 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 Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries 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 Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries It is all about . . . Influencing Behavior ! Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

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

Preterm Births and Unnecessary Cesarean Deliveries What are the behaviors YOU need to influence to be successful on your job (Try this at work!!) Target Audience Behavior Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

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 Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

The “upstream” versus “downstream” challenge Take childhood obesity – should you focus just on the kids? Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries 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 Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries So, where do you start?? Behavior of target audiences is the bottom line So, pick a SPECIFIC behavior Pick a SPECIFIC target audience segment Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

The requirements for good social marketing: Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

What is your organization’s mindset? Organization-centered or Target audience-centered? Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

A target audience-centered process: Listening* Planning Pretesting* Implementing Monitoring* Revising/ Recycling Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Starting point is always listening to the target audience What do you learn? Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries Four key frameworks Framework 1 Motivation Do they want to do it? Opportunity Do have the option? Ability Can they bring it off? M O A Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Framework 2: Stages of Change Precontemplation Contemplation Preparation/Action Maintenance Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Framework 3: Competition The behaviors you want always have competition!! Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries Framework 4: BCOS Benefits Costs Others Self-assurance BCOS Costs Benefits Target Audience Self-assurance Others Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries

Preterm Births and Unnecessary Cesarean Deliveries Percent of students who smoked cigarettes on one or more of the past 30 days Nov. 3, 2010 Preterm Births and Unnecessary Cesarean Deliveries