Health arketing Let’s Model Ours after CDC’s National Health Marketing Center Jim Grizzell, MBA, MA, CHES, ACSM-HFS, FACHA (909)

Objectives Define health marketing Explain basics of marketing List resources available from CDC’s National Health Marketing Center 2Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

What Health Marketing Is Not Not social norms marketing, promotion or advertising Not driven by organizational experts’ agendas Not promotion or media outreach only Not social media marketing Not social advertising Not about coercing behaviors Not a “one approach” model 3 Don’t think media first! Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

4 What Health Marketing Is Not Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

5 Got Behavior Change? Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Definitions: Old and New Marketing – The performance of business activities that direct the flow of goods and services from producers to consumers. American Marketing Association, Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Definitions Health care marketing – Marketing designed to influence the behavior of target audiences in which the benefits would accrue to the target audience's physical and/or mental health. American Marketing Association 7Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Definitions: Old and New Marketing – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. American Marketing Association, Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Definitions Health marketing – Creating, communicating, and delivering health information and interventions using consumer-centered and science-based strategies to protect and promote the health of diverse populations. CDC National Health Marketing Center 9Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

10 Provides a 360 view of the issue Involves those affected by the issue Develops culturally appropriate interventions Enables effective use of resources Benefits of Using Health Marketing Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

11 Benefits of Using Health Marketing It offers coordinated, multiple intervention tactics! It can be used for “downstream,” “side stream” and “upstream” influence. Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Basics of Marketing Needs Assessment Problem Description Market research Market strategy Interventions Monitoring & evaluation Implementation Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Monitor and evaluate for: Behavioral outcomes Specific risk factors, disease, and conditions Injuries Well-being and health-related Quality of Life Health equity Needs assessment Market research and strategy Interventions* Policies Programs Services Health marketing Planning ** Outcomes** Assess effectiveness, Disseminate, Refine Determinants of Health * Cost Effective: Evidence-based, -informed; ROI >1:1; <$50,000 QALY; ** SMART: Specific, measurable, achievable, realistic, time-specific Action Model for Achieving Health Promotion Goals Feedback Loop Over the life span Feedback Loop 13Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

How Does Marketing Influence Behavior? The 4 Ps Product Price Place Promotion Key Concepts Exchange Competition 14Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Ps: Place and Promotion CDC homepage Social media tools – Twitter CDC_eHealth CDCemergency – Mobile Mobile – Podcasts Podcasts – CDC-TV CDC-TV – Widgets and gadgets Widgets and gadgets – RSS RSS Other eHealth marketing Other eHealth marketing – e-Cards e-Cards – Blog Blog YouTube, Facebook & MySpace YouTubeFacebook MySpace – CDC NHMC Employee Facebook Group CDC NHMC Employee Facebook Group 15Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Key Concept - Competition Priority audience can go somewhere else or do something else or maintain current behavior –Modify program, delivery, service provider or the product to make the competing behavior less attractive, less available, or more costly 16 Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Exchange You Give Me 75¢ Embarrassment Loss of Pleasure Argument Relationship difficulties You Get A Condom protection against pregnancy protection against STDs peace of mind sense of control hope for the future a date 17Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Exchange You Give Me Money Time Momentary discomfort You Get An immunization Better health Avoidance of greater discomfort (sickness) Ability to go to school, work, travel 18Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Exchange You Give Me $5 - $30 You Get Low cost limo ride to party Fun and easy Be, feel and look cool Avoid worrying about driving as the end of the evening approaches 19Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Key Concept - Exchange Increase or highlight the benefits Decrease or de-emphasize the barriers 20 Change the product, price, place or promotion to meet the exchange, if necessary (netogitate) Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Monitor, Evaluate and Revise 21Health Marketing: Let's Model Ours after CDC's National Health Marketing Center Milk is naturally nutrient rich like no other beverage – it's nature’s wellness drink !

Summary Defined health marketing Explained basics of marketing Listed resources available from CDC’s National Health Marketing Center 22Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Health Marketing Jeopardy Answers Health Marketing Mission of the NCHM CDC The NCHM’s vision statement The NCHM publications The Epidemic Exchange Information Health Alert Network 23Health Marketing: Let's Model Ours after CDC's National Health Marketing Center

Health Marketing Jeopardy Answers The VERB Campaign Current NCHM projects CDC’s Entertainment Education Program China, Kenya, Laos/Thailand, India, Guatemala 4 P’s of marketing Public Health Training Network 24Health Marketing: Let's Model Ours after CDC's National Health Marketing Center