SOCIAL MARKETING

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

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

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

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

11. 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. 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 #4 Competition • Marketers keep a steady eye on the competition • Marketers position products relative to the competition

15. 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. 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 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. 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. Social Marketing The Four P’sof 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: • 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 Social Marketing Works! • It brings about behavior change • More cost effective by reaching larger numbers