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

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

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

Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries Typical results of international family planning programs Percent Contra- cepting Children per household Morocco29%55%73.1 D. R.50%69% Peru46%69% Turkey38%63%4.32.6

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

Nov. 3, 2010Preterm 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, 2010Preterm 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

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

Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries A most ambitious programs in the United Kingdom

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

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

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

The major challenge of all organizations:  Getting people to do things Target audiences Bosses Teammates Subordinates Supporters Who else??? Nov. 3, 2010Preterm Births and Unnecessary Cesarean Deliveries

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

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, 2010Preterm Births and Unnecessary Cesarean Deliveries

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

Nov. 3, 2010Preterm 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

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, 2010Preterm Births and Unnecessary Cesarean Deliveries

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

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

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

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

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

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

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

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