Social Marketing in Health Promotion Slide #1 Promotion of health sometimes requires marketing a message to encourage targeted segments of individuals to adopt new behaviors. Social or preventive marketing uses the same principles used in marketing of products or services to influence health-related choices.

Outline Define social marketing Social marketing in health promotion Slide #2 This lecture defines the field of social marketing and describes how social marketing can be used in promoting health.

Definition Social marketing is applying commercial marketing methods to the promotion of specific healthy behaviors in a targeted population group. Slide #3 Social marketing is applying commercial marketing methods to the promotion of specific healthy behaviors in a targeted population group.

Definition "The application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society." Andreasen, AR. Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment. San Francisco, CA: Jossey-Bass; 1995. Slide #4 Social marketing has also been defined as the “application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of society."

Social Marketing In the 1970s, Philip Kotler and Gerald Zaltman suggested that marketing principles could be used to sell ideas, attitudes, and behaviors. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. Slide #5 In the 1970s, Philip Kotler and Gerald Zaltman suggested that marketing principles could be used to sell ideas, attitudes, and behaviors. Social marketing seeks to influence social behaviors, not to benefit the marketer, but to benefit the target audience and the general society.

Social Marketing Social marketing has been used to promote oral health behaviors such as tooth brushing with a specific product. While this approach may focus on the product, the marketing strategy also focuses on changing behaviors. Marketing has successfully been used to promote the preferences for “white teeth”. Slide #6 Social marketing has been used to promote oral health behaviors such as tooth brushing with a specific product. While this approach may focus on the product, the marketing strategy also focuses on changing behaviors. Marketing has been used successfully to promote the preferences for “white teeth.”

Marketing Mix In designing a social marketing campaign it is important to consider the marketing mix. The mix refer to decisions about how the product is designed (Product); price (P); distribution or place (P); and promotion. These are called the 4 ‘P’s of marketing which define the marketing mix. Slide #7 In designing a social marketing campaign it is important to consider the marketing mix. The mix refer to decisions about how the product is designed (Product); Price (P); distribution or place (P); and Promotion. These are the 4 ‘P’s of marketing which define the marketing mix.

Product The “product” in social marketing may be an object (such as toothpaste or gloves), services (screening or physical examination), practices (breastfeeding, flossing, reducing exposure to sugar drinks) or intangible ideas such as protection of the environment from hazardous waste. Slide #8 The “product” in social marketing may be an object (such as toothpaste or gloves), services (screening or physical examination), practices (breastfeeding, flossing, reducing exposure to sugar drinks) or intangible ideas such as protection of the environment from hazardous waste.

Product In order to define a “product” for marketing, the targeted population must perceive that they have a problem or a need that the product will resolve. The role of marketing research is to find out consumers’ perceptions of their needs and how much they feel that an action is needed to resolve the problem. Slide #9 In order to define a “product” for marketing, the targeted population must perceive that they have a problem or a need that the product will resolve. The role of marketing research is to find out consumers’ perceptions of their needs and how greatly they feel that an action is needed to resolve the problem.

Price Price refers to the action that the consumer must take to get the marketed “product.” The action may involve paying for the product, giving up habits or unhealthy behaviors or adopting new behaviors. The benefits of getting the product must outweigh the cost; otherwise, consumers will not adopt or “buy” the product. Because social marketing deals with health behaviors, beliefs, and attitudes, there is a need to research how consumers feel about the product and “cost”. Slide #10 Price refers to the action that the consumer must take to get the marketed “product.” The action may involve paying for the product, giving up habits or unhealthy behaviors or adopting new behaviors. The benefits of getting the product must outweigh the cost; otherwise, consumers will not adopt or “buy” the product. Because social marketing deals with health behaviors, beliefs, and attitudes, there is a need to research how consumers feel about the product and “cost”.

Place "Place" in a social marketing campaign refers to channels or locations where consumers may access the information, training, or services. Place may include a community clinic, a private office, a church, shopping mall, mass media, billboards, or in home demonstrations. To determine the best “place” to deliver a product, research should explore the targeted audience experiences, demands, and preferences. Slide #11 "Place" in a social marketing campaign refers to channels or locations where consumers may access the information, training, or services. Place may include a community clinic, a private office, a church, shopping mall, mass media, billboards, or in-home demonstrations. To determine the best “place” to deliver a product, research should explore the targeted audience experiences, demands, and preferences.

Promotion Promotion is the final “P” and it refers to the integrated use of advertising, public relations, promotions, media advocacy, personal selling, and entertainment media. The focus of promotion is on creating and sustaining demand for the “product”. Promotion may take place using public service announcements, paid advertisements, and other methods such as coupons, media events, and editorials, Research is crucial to determine the best approaches to promote the product. Slide #12 Promotion is the final “P” and it refers to the integrated use of advertising, public relations, promotions, media advocacy, personal selling, and entertainment media. The focus of promotion is on creating and sustaining demand for the “product”. Promotion may take place using public service announcements, paid advertisements, and other methods such as coupons, media events, and editorials. Research is crucial to determine the best approaches to promote the product.

Additional Social Marketing Publics Partnerships Policy Slide #13 Additional considerations in social marketing include: Publics Partnerships And Policy

Publics Social marketing campaigns may have different and sometimes diverse audiences. External publics include the target audience (e.g. caregivers), secondary audiences (e.g. children), policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program. Slide #14 Social marketing campaigns may have different and sometimes diverse audiences or publics. External publics include the target audience (e.g. caregivers), secondary audiences (e.g. children), policymakers, and gatekeepers, while the internal publics are those who are involved in some way with either approval or implementation of the program.

Partnerships Successful social marketing campaigns require networking and partnering with community and professional organizations who share similar goals in the mission of the campaign. Slides #15 Successful social marketing campaigns require networking and partnering with community and professional organizations who share similar goals in the mission of the campaign.

Policy Social marketing programs may focus on promoting changes in policy and programs to sustain the behavior changes promoted. Advocacy for policy change sometimes is part of an integrated campaign to promote change. Slide #16 Social marketing programs may focus on promoting changes in policy and programs to sustain the behavior changes being promoted. Advocacy for policy change is sometimes part of an integrated campaign to promote change.

Funding Social marketing campaigns require support from grants or contracts from foundations, government, or corporations. Social marketing campaigns, if successful, may generate funds through saving of cost of healthcare as a result of change in practices or behaviors. Slide #17 Social marketing campaigns require support from grants or contracts from foundations, government, or corporations. Social marketing campaigns, if successful, may generate funds through savings in cost of healthcare as a result of change in practices or behaviors.

Detroit Oral Cancer Prevention Project Slide #18 The Detroit Oral Cancer Prevention Project is an example of a social marketing campaign. This project focused on promoting screening for African-American adults in Detroit.

Detroit Oral Cancer Prevention Project 5 year project Increase awareness of oral cancer and promote early screening through: Community education campaign Media campaign (Billboards, radio, newspaper) Toll-free information line (1-877-7-CHECKED) Screening clinic(s) Biopsy clinic Oral surgery clinics Provider education (CDE, CME, Online) Slide #19 The project was a 5-year project which started in 2004. The objective of the project was to increase awareness of oral cancer and promote early screening through: A community education campaign A media campaign (Billboards, radio, newspaper) A toll-free information line (1-877-7-CHECKED) And screening clinics affiliated with a Biopsy clinic and an Oral surgery clinic The program also targeted physicians and dentists with an online continuing education program.

Goals of Project Increase awareness Increase screening Increase proportion of cancers detected earlier Slide #20 The goals of the project were to increase awareness about oral cancer; then increase screening and early detection; consequently, these two actions were to increase the proportion of individuals detected with early cancer and lead to a decrease in deaths from oral cancer. Decrease deaths from oral cancer

Why Detroit? African Americans in Detroit have one of the highest rates of oral cancer in the country. Oral cancer is the 4th most common cancer among African-American men in Detroit after 1) prostate 2) lung and bronchus 3) colon and rectum Slide #20 Detroit was chosen because African-American adults in the city have one of the highest rates of oral cancer in the city and oral cancer is the 4th most common cancer in African-American men after prostate, lung and colon/rectum cancer.

Why Detroit? During 1992-2001 there were 2,618 deaths due to invasive oral cancer in Michigan 46% of all deaths related to oral cancer were clustered in Detroit/Wayne County Wayne County had a mortality rate that was higher than the total Michigan mortality rate African American males had the highest mortality rate among all race & gender groups Slide #22 During 1992-2001 there were 2,618 deaths due to invasive oral cancer in Michigan. 46% of all deaths related to oral cancer were clustered in Detroit/Wayne County. Wayne County (where the city of Detroit is located) had a mortality rate that was higher than the mortality rate of the state; and African American males had the highest mortality rate among all race & gender groups.

Early Detection is Key Get checked before it’s too late Better chance of survival if detected early Slide #23 Graph shows 5-Year Relative Cancer Survival Rates for the Oral Cavity/Pharynx in the US from 1995-2000. If we look at the stage at diagnosis, with data from the National Cancer Institute, we can see that if an oral cancer is localized in the mouth and relatively small, less than three centimeters in size, and treated appropriately, more than four out of five victims will survive for at least five years. If we consider advanced cancers which have spread from the mouth into lymph nodes in the neck or those that spread to different organ systems, then the five-year survival rates are much lower. In the US, less than half of oral cancer cases are diagnosed and treated at an early stage.

Screening Clinic Visit your dentist or doctor Ask to be checked for oral cancer Call 1-877-7-CHECKED (1-877-724-3253) To schedule appointment for screening It’s free It’s painless It could save your life Slide #24 The project provided a free screening clinic and a toll-free telephone number operated 24/7 to schedule those who wanted to be screened. The message was that screening is free and painless.

Slides #25 Over a period of several months the marketing message was developed with the help of focus groups from the community. They selected the following messages. Beat oral cancer Can’t kiss Can’t sing Can’t eat The radio messages also focused on the same themes. All messages ended with the concluding statement: “Get Checked! It’s painless and free”.

Oral Cancer is a Killer in Michigan You can Make a Difference! Each year there are over 1,000 new cases of oral cancer and about 250 deaths in our state. The Detroit Oral Cancer Prevention Project is offering an ONLINE continuing educational program on oral cancer Earn CME or CDE credit hours by accessing detroitoralcancer.org Listen to the story of a survivor of oral cancer; watch videos and slide presentation on the diagnosis and prevention of oral cancer. Slide #26 Physicians and dentists received a postcard advertising the free continuing education program. This approach was the push approach where providers were asked to push screening for oral cancer. The media campaign focused on pulling individuals into screening.

Oral Cancer is a Killer in Michigan You can Make a Difference! There is a nominal charge of $15 to issue a CME or CDE certificates Access the CE program via detroitoralcancer.org For questions: Call 734-615-7186 School of Dentistry, University of Michigan This program is funded by the National Institutes of Health/National Institute of Dental and Craniofacial Research and the Delta Dental Fund of Michigan Slide #27 The CE program was free unless the provider wanted a certificate, which cost a nominal fee of $15.

Source of Information: Adults Who Called the Toll-Free Line Slide #28 The toll-free phone line received 1,783 calls. The majority of callers report that their call was prompted by a radio ad (57%) or a billboard (18%). The clinic screened 1,020 adults and referred 78 for further examination. Three cancers, 2 pre-cancers, and 12 benign tumors were detected in patients seen by the free screening clinic and associated oral surgeon. The campaign is credited with saving the lives of three oral cancer patients.