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SOCIAL MARKETING. applications in public health. Dr Babar T Shaikh The Aga Khan University, Karachi, Pakistan. SOCIAL MARKETING. Enabling Objectives: To learn the basic concepts of social marketing to understand ways of performing social marketing in developing countries

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social marketing

SOCIAL MARKETING

applications in public health

Dr Babar T Shaikh

The Aga Khan University, Karachi, Pakistan

social marketing1
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
social marketing2
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
what is social marketing
What is Social Marketing?

It is a marketing strategy modeled after corporate marketing, used by health professionals to develop successful health messages.

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

Potential Applications

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

Social Marketing’s Popularity

  • It works by bringing about behavior change
  • More cost effective
  • Reaches larger numbers
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Social Marketing

Distinguishing Features of Social Marketing

  • Exchange theory
  • Consumer orientation
  • Data based decision making
  • Competition
  • Willingness to change offer
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Social Marketing

# 1 Consumer Orientation

  • Understand consumer perceptions
  • Which benefits they find attractive
  • Costs or barriers that deter them
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Social Marketing

Put Simply, Consumer Orientation Means

  • Understand what they want and need
  • Respond to their wants and needs
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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
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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
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Social Marketing

#4 Competition

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

Traditional Approach to Health Education Messages

Top Down Planning

  • Expert driven
  • Best practices
  • Literature review
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Social Marketing

In Other Words…

  • We will tell you what you need and want (expert driven)
  • Offer everyone same product, price, place and promotion
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Social Marketing

Social Marketing Uses A Interdisciplinary Approach

  • Social anthropology
  • Behavior psychology
  • Communications
  • Education
  • Commercial Marketing
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Social Marketing

Demographics

  • Age
  • Gender
  • Ethnicity
  • Geographical area
  • Education level
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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
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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
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Social Marketing

Marketing

  • Audience segmentation
  • Product development
  • Pricing
  • Testing
  • Distribution
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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?
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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
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Social Marketing

The Four P’sof Social Marketing

Product Price

Place Promotion

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Social Marketing

Product

What we’re offering people:

  • Service
  • Behavior
  • Commodity (tangible goods)
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Social Marketing

Product Must Be

Solution to a problem:

  • Benefits
  • Unique
  • Competitive

Real:

  • Defined in terms of the user’s beliefs, practices, and values
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Social Marketing

Price

The cost of adopting the product:

  • Money
  • Time
  • Pleasure
  • Loss of self-esteem
  • Embarrassment
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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
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Social Marketing

Promotion

Message design elements:

  • Type of appeal
  • Tone
  • Spokesperson
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Social Marketing

Social Marketing Works!

  • It brings about behavior change
  • More cost effective by reaching larger numbers
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