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

2. Preterm 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, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

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

5. Typical results of international family planning programs
Percent Contra-
cepting
Children per household
1985
2000
Morocco
29%
55% 7
3.1
D. R.
50%
69%
3.2
2.7
Peru
46%
4.1
2.8
Turkey
38%
63%
4.3
2.6
Nov. 3, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

7. 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, 2010
Preterm Births and Unnecessary Cesarean Deliveries

8. 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
Nov. 3, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

10. A most ambitious programs in the United Kingdom
National Social
Marketing Centre
U.K.
Nov. 3, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

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

13. Preterm 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, 2010
Preterm Births and Unnecessary Cesarean Deliveries

14. Preterm 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, 2010
Preterm Births and Unnecessary Cesarean Deliveries

15. Preterm Births and Unnecessary Cesarean Deliveries
It is all about . . .
Influencing Behavior !
Nov. 3, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

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

18. 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, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

20. Preterm 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
Nov. 3, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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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, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

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

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

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

26. Preterm 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?
M O A
Nov. 3, 2010
Preterm Births and Unnecessary Cesarean Deliveries

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

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

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

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