SOCIAL MARKETING applications in public health Dr Babar T Shaikh The Aga Khan University, Karachi, Pakistan

SOCIAL MARKETING Enabling Objectives: To learn the basic concepts of social marketing to understand ways of performing social marketing in developing countries To learn four Ps of social marketing

Performance Objectives: Social Marketing Performance Objectives: By the end of the presentation, learners will be able to conceptualize basic concepts of social marketing understand its important components apply the knowledge in medical practice

What is Social Marketing? It is a marketing strategy modeled after corporate marketing, used by health professionals to develop successful health messages.

Social Marketing What makes social marketing different than other social change strategies? How is it different from what you are doing right now?

Social Marketing Key concepts Uses commercial marketing technologies and theory Brings about voluntary behavior change Targets specific audiences Focus is on personal welfare and that of society

Potential Applications Social Marketing Potential Applications Promote healthy behavior Promote services Increase utilization rates Improve customer satisfaction Enhance compliance

Social Marketing’s Popularity It works by bringing about behavior change More cost effective Reaches larger numbers

Social Marketing Exchange theory Distinguishing Features of Social Marketing Exchange theory Consumer orientation Data based decision making Competition Willingness to change offer

# 1 Consumer Orientation Social Marketing # 1 Consumer Orientation Understand consumer perceptions Which benefits they find attractive Costs or barriers that deter them

Put Simply, Consumer Orientation Means Social Marketing Put Simply, Consumer Orientation Means Understand what they want and need Respond to their wants and needs

Social Marketing #2 Exchange Theory Exchange time and effort for benefits Make an attractive offer Create an awareness that the problem exists Demonstrate the product’s benefits Help lower the price

#3 Data Based Decision Making Social Marketing #3 Data Based Decision Making Logical model for planning How you plan to help What you will help them to do Which factors you must address Data based decision making

Social Marketing Marketers keep a steady eye on the competition Marketers position products relative to the competition

#5 Willingness to Change Offer Social Marketing #5 Willingness to Change Offer Committed to designing products consumers want Committed to modifying programs Committed to addressing facts that influence their behavior

Traditional Approach to Health Education Messages Social Marketing Traditional Approach to Health Education Messages Top Down Planning Expert driven Best practices Literature review

Social Marketing In Other Words… We will tell you what you need and want (expert driven) Offer everyone same product, price, place and promotion

Social Marketing Uses A Interdisciplinary Approach Social anthropology Behavior psychology Communications Education Commercial Marketing

Social Marketing Demographics Age Gender Ethnicity Geographical area Education level

Social Marketing Psychographics Attitude toward new behaviors (early vs. Late adopters) Types of people who share similar hopes, concerns, or who they admire Aspirations, personality types, lifestyles Willing to take risks and try new behaviors Tend to follow the crowd

Social Marketing Commercial Marketing Satisfying customer needs and wants Process for individuals and groups to obtain what they need and want by creating/ exchanging products and value with others

Social Marketing Marketing Audience segmentation Product development Pricing Testing Distribution

Segmentation: Marketing Model Social Marketing Segmentation: Marketing Model Marketers know they can’t appeal to all buyers in the same way Political marketers: who do they try to reach? Coca cola: what proportion of market do they try to reach?

Social Marketing Segmentation Strategy Divide heterogeneous group in homogenous subgroups Identify targets of opportunity Identify subgroups to respond to same offer Design interventions effective for each segment

The Four P’s of Social Marketing Product Price Place Promotion

Social Marketing Product What we’re offering people: Service Behavior Commodity (tangible goods)

Social Marketing Product Must Be Solution to a problem: Real: Benefits Unique Competitive Real: Defined in terms of the user’s beliefs, practices, and values

Social Marketing Price The cost of adopting the product: Money Time Pleasure Loss of self-esteem Embarrassment

Social Marketing Place Channels for information: Where service is provided Where information is received Where tangible product is purchased Available Easy to find and use Appropriate Timely

Social Marketing Promotion Message design elements: Type of appeal Tone Spokesperson

Social Marketing Works! It brings about behavior change More cost effective by reaching larger numbers