Marketing Health Education

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Marketing Health Education Promotion Programs
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Terms

• Market
• All people who have an actual or potential
  interest in a product or service
• Marketing
• Planned attempt to influence the characteristics
  of voluntary exchange transactions
• This is different than just selling

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Terms cont

• Social Marketing
• Market social issues and causes instead of
  products and services
• Making intangibles (i.e., healthy life)
  attractive
• Target Marketing
• Knowing the audience well enough to position the
  product to address their particular needs

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The 4 Ps of Social Marketing

• Product
• Place
• Price
• Promotion

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Product

• Know the population
• The more you know, the better to develop programs
  that can address the needs of that population

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Back
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Promotion

• Strategies and tactics for attracting the target
  audience and encouragement engagement in the
  behavior
• Title
• Acronyms
• Advertising the program

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Price

• Various tangible and intangible costs that a
  person must accept in order to engage in the
  behavior
• Who are the clients?
• What is their ability to pay?
• Are co payers involved?
• Is the program covered under an insurance
  program?
• What is the mission of the planners agency?
• What are competitors charging?
• What is the demand for the program?

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Place

• Channels of distribution for delivering the idea
  or program
• Access
• Social support
• Effective internal communication
• Convenience of location

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3 Phases

• Phase 1 Preproduction and Prepromotion
• Planning and selection of strategies and channels
  of communication
• Phase 2 Media Development and Testing
• Aesthetic appeal and message content
• Phase 3 Application Evaluation
• Application through any means in order to
  motivate the public to take specific actions
• Evaluation is ascertaining whether the strategies
  work

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• Using marketing research to determine needs and
  desires ask questions

• What type of health promotion program would you
  participate in?
• Where would you like it offered?
• What days do you want it offered?
• What time do you want it offered?
• How much would you be willing to pay for the
  program?
• What is the best way to communicate with you?
• Would others in your family also like to
  participate?

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• Developing a product that satisfies the needs and
  desires of the clients

• Know the priority population
• Segmentation - divide on characteristics
• Audience (market) segmentation
• There is no right way to segment most
  common on demographic variables but also
  geographic, psychographic, behavioral,
  constructs of theories

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• Developing informative persuasive communication
  flows
• Formative research needed
• What are the best communication channels for your
  clients? Media habits? What medium? Costs? Reach?
  Culturally appropriate?
• Ensuring that the product is provided in an
  appropriate manner (4 Ps)

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Collaboration Between The Marketing Department
The Core Institute at SIUC

• Student Developed Social Marketing Ad Campaigns
  to Reduce the Negative Impactof Binge Drinking
  on Campus

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Student Developed Presented
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Messages WithStudent Appeal
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