1. SOCIAL MARKETING applications in public health Dr Babar T Shaikh
The Aga Khan University, Karachi, Pakistan

2. SOCIAL MARKETING Enabling Objectives:
To learn the basic concepts of social marketing
to understand ways of performing social marketing in developing countries
To learn four Ps of social marketing

3. Performance Objectives:
Social Marketing
Performance Objectives:
By the end of the presentation, learners will be able to
conceptualize basic concepts of social marketing
understand its important components
apply the knowledge in medical practice

4. What is Social Marketing?
It is a marketing strategy modeled after corporate marketing, used by health professionals to develop successful health messages.

5. Social Marketing
What makes social marketing different than other social change strategies?
How is it different from what you are doing right now?

6. Social Marketing Key concepts
Uses commercial marketing technologies and theory
Brings about voluntary behavior change
Targets specific audiences
Focus is on personal welfare and that of society

7. Potential Applications
Social Marketing
Potential Applications
Promote healthy behavior
Promote services
Increase utilization rates
Improve customer satisfaction
Enhance compliance

8. Social Marketing’s Popularity
It works by bringing about behavior change
More cost effective
Reaches larger numbers

9. Social Marketing Exchange theory
Distinguishing Features of Social Marketing
Exchange theory
Consumer orientation
Data based decision making
Competition
Willingness to change offer

10. # 1 Consumer Orientation
Social Marketing
# 1 Consumer Orientation
Understand consumer perceptions
Which benefits they find attractive
Costs or barriers that deter them

11. Put Simply, Consumer Orientation Means
Social Marketing
Put Simply, Consumer Orientation Means
Understand what they want and need
Respond to their wants and needs

12. Social Marketing #2 Exchange Theory
Exchange time and effort for benefits
Make an attractive offer
Create an awareness that the problem exists
Demonstrate the product’s benefits
Help lower the price

13. #3 Data Based Decision Making
Social Marketing
#3 Data Based Decision Making
Logical model for planning
How you plan to help
What you will help them to do
Which factors you must address
Data based decision making

14. Social Marketing Marketers keep a steady eye on the competition
Marketers position products relative to the competition

15. #5 Willingness to Change Offer
Social Marketing
#5 Willingness to Change Offer
Committed to designing products consumers want
Committed to modifying programs
Committed to addressing facts that influence their behavior

16. Traditional Approach to Health Education Messages
Social Marketing
Traditional Approach to Health Education Messages
Top Down Planning
Expert driven
Best practices
Literature review

17. Social Marketing In Other Words…
We will tell you what you need and want (expert driven)
Offer everyone same product, price, place and promotion

18. Social Marketing Uses A Interdisciplinary Approach
Social anthropology
Behavior psychology
Communications
Education
Commercial Marketing

19. Social Marketing Demographics Age Gender Ethnicity Geographical area
Education level

20. Social Marketing Psychographics
Attitude toward new behaviors (early vs. Late adopters)
Types of people who share similar hopes, concerns, or who they admire
Aspirations, personality types, lifestyles
Willing to take risks and try new behaviors
Tend to follow the crowd

21. Social Marketing Commercial Marketing
Satisfying customer needs and wants
Process for individuals and groups to obtain what they need and want by creating/ exchanging products and value with others

22. Social Marketing Marketing Audience segmentation Product development
Pricing
Testing
Distribution

23. Segmentation: Marketing Model
Social Marketing
Segmentation: Marketing Model
Marketers know they can’t appeal to all buyers in the same way
Political marketers: who do they try to reach?
Coca cola: what proportion of market do they try to reach?

24. Social Marketing Segmentation Strategy
Divide heterogeneous group in homogenous subgroups
Identify targets of opportunity
Identify subgroups to respond to same offer
Design interventions effective for each segment

25. The Four P’s of Social Marketing
Product Price
Place Promotion

26. Social Marketing Product What we’re offering people: Service Behavior
Commodity (tangible goods)

27. Social Marketing Product Must Be Solution to a problem: Real: Benefits
Unique
Competitive
Real:
Defined in terms of the user’s beliefs, practices, and values

28. Social Marketing Price The cost of adopting the product: Money Time
Pleasure
Loss of self-esteem
Embarrassment

29. Social Marketing Place Channels for information:
Where service is provided
Where information is received
Where tangible product is purchased
Available
Easy to find and use
Appropriate
Timely

30. Social Marketing Promotion Message design elements: Type of appeal
Tone
Spokesperson

31. Social Marketing Works!
It brings about behavior change
More cost effective by reaching larger numbers