1. Social Marketing SEPHIG 9 th May 2007 Dr. Kathleen Skinner SpR Public Health-SEPHO Dr. Alison Hill Director SEPHO

2. Short introduction to Social Marketing Information and Intelligence in Social Marketing Some examples Time for questions

10. Smoking in pregnancy The research found that many women feel awful and that their baby is seen as the priority (not them) when they are pregnant, that they are information poor, that the body language professional can be inhibiting and that they don’t want to be nagged. The intervention included proactive recruiting and support for smoking women via a dedicated worker, home visits, design and pre-testing of new marketing/information material and role play training health professionals to engage more effectively with smoking women. The impact of the project was impressive. During the intervention, there was a 10-fold increase in the number of women setting a quit date and quitting whilst pregnant.

11. Soc. Marketing and PH Intell Social marketing is ultimately an intelligence led health promotion technique. Key element of Social marketing: customer orientation: obtaining a deep understanding of the local population in order to target them with appropriate messages.

13. The role of public health observatories

15. Segmentation Subdivides target audience into homogeneous and reachable groups based on shared needs and characteristics such as: who they are: socio-demographics; what they do: their behaviour their thoughts and feelings: their attitudes.

16. Benefits of segmentation Gives you a better understanding of the people you are trying to reach. If you know what motivates them, you have a greater chance of communicating policy to them in a way that resonates. Useful for identifying parts of the population that less targeted campaigns have found hard-to-reach in the past. Provides valuable information for creating marketing and communications objectives and strategies. Rather than create a single-message campaign that might alienate some of the people you want to reach, you can set different objectives for different groups depending on their experiences and expectations.

17. Geodemographics Geodemographic (GD) classification systems can be used to segment populations and thereby identify target groups. Examples include ACORN, Mosaic and P2 People & Places used extensively in commercial marketing programmes, primarily as a tool for audience segmentation and targeting

18. GD Systems Aim to classify the population according to the type of neighbourhood in which they live, and are constructed using data from a range of sources, including the 2001 Census, socioeconomic factors, housing type, consumer behaviours and preferences, and lifestyle factors

19. Which GD system to use? Consider: geographic resolution relative performance ability to link to other datasets available robust population denominators.

20. NWPHO report Dec 06 Recommends the use of the P2 People & Places geodemographic system for the systematic segmentation across as wide a variety of health conditions as possible.

21. NWPHO report Dec 06 P2 People & Places provides a greater level of discrimination by deprivation the availability now and in the future of robust population denominators by Lower Super Output Area (LSOA) enables robust geographic comparisons, trend generation and evaluation of interventions using this geodemographic system.

22. How to use GD in SM Identifying potential target groups or areas for social marketing interventions Gaining insight about potential target groups using detailed descriptive data: housing type Careers Income consumption patterns media access attitudes, etc

23. How to use GD in SM (2) Mapping potential target groups identified using other means onto a GD classification, to provide a powerful visual tool for defining geographical boundaries for an intervention, or for planning and locating new services Identifying ‘control’ or comparison areas, made up of similar GD types, but in which no intervention takes place. Such comparisons can be relatively informal, but experimental evidence could be obtained from appropriately designed cluster randomised trials

24. Rank of classifications for HES COPD admission rates by three geodemographic systems (age-standardised)

25. GD and targeting: case study Tower Hamlets : A and E Admissions (Prof. Robert Webber) Escalating attendance at hospital A&E departments for minor complaints A&E is an inefficient and inappropriate option: – High cost to NHS – Unpleasant and time consuming for the patient

26. How GD was used Data – A and E attendees – January 2004 – January 2006 Analysis – By age and gender – By Mosaic – By Origins code Follow up – Focus group – Royal London Hospital

27. Mosaic Origins Classification of individuals into 200 segments according to the origins of their forebears – Culture – Religion – Language Based on names – 1,000,000 family names – 250,000 personal names UK hit rate > 99%

28. How Origins was used Origins analysed actual data from the Royal London Hospital’s A&E attendances to infer ethnicity High proportion of repeat users were found to be of Bangladeshi origin

29. What happened next? Conducted qualitative research with Bangladeshi population Focus groups gave insights into specific concerns Designed and implemented a campaign to inform about common conditions and redirect people towards more appropriate services

30. The Campaign

31. Why GD segmentation made a difference Tower Hamlets has a uniquely diverse population Conventional mapping tools cannot keep up with its rapidly changing population Mosaic Origins enabled the researchers to pinpoint the ethnic origins of repeat A&E users and tailor an intervention for them

32. Key websites www.nsms.org.uk http://www.beacon- dodsworth.co.uk/pdfs/synthesis-6-social- marketing.pdfhttp://www.beacon- dodsworth.co.uk/pdfs/synthesis-6-social- marketing.pdf http://engage.comms.gov.uk/