Social Marketing: Focus on Behavior Change

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Social MarketingFocus on Behavior Change

• Heidi Keller
• AHQA Conference
• February 22, 2004

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Social Marketing defined

• Social marketing is the application of
  commercial marketing technologies to the
  analysis, planning, execution and evaluation of
  programs designed to influence the voluntary
  behavior of target audiences in order to improve
  their personal welfare and that of their
  society. (Andreason, 1995)

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Consumer Orientation

• Understand
• Respond to their wants and needs

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Definition Key Concepts

• Uses commercial marketing technologies and theory
• Influence, rather than coercive strategies
• Brings about voluntary behavior change
• Targets specific audiences
• Focus is on personal welfare and that of society

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Potential Applications

• Increases Utilization Rates
• Improve Client Satisfaction
• Improve Job Satisfaction
• Enhance Compliance

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Public Health Applications

• Promote Healthy Behaviors
• Promote physical activity
• Prevent Tobacco Use
• Promote Services
• Immunizations
• WIC Nutrition Program

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AHQA Applications

• Focus on physicians
• Who are other potential targets?

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Traditional Approaches

• Top Down Planning
• Expert Driven
• Education
• Persuasion
• Behavioral Modification

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Hard to Reach

• What is wrong with them?

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Marketing Mind-set

• What is wrong with our programs?
• What do we need to offer them to offset their
  costs?
• What would make our product more attractive than
  the competition?

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Distinguishing Features

• Social Change Strategy
• Moving from expert driven, organizational
  orientation
• To Audience driven, consumer orientation

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Exchange Theory

• Exchange time and effort for benefits
• Make an attractive offer
• Create an awareness that the problem exists
• Demonstrate your products benefits
• Help lower the price

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Competition

• Keep a Keen Eye on The Competition
• They can go somewhere else
• They can do something else
• They must find your offer more attractive

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Systematic Data Based Decision Making

• Know your Audience What They Want and Need
• Identify the Specific Behavior To Promote
• Identify Factors that Influence Their Behavior
• Design Effective Interventions

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Willingness to Change the Offer

• Committed to Designing Products Consumers Want
• Committed to Modifying Services
• Committed to Monitoring the Wants and Needs
• Continuous Quality Improvement

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Commercial Marketing

• The Organizing Principle

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Marketing

• Market audience segmentation
• Product development
• Pricing
• Testing
• Distribution

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The Four Ps

• Product
• Price
• Place
• Promotion

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Product

• What Were Offering People
• Idea
• Commodity (tangible good or service)
• Attitude
• Behavior
• Service

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Product Must Be

• Solution to a Problem
• Benefits
• Unique
• Competitive
• Real
• defined in terms of the users beliefs,
  practices, and values

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Place or Channels

• Where Tangible Products Purchased
• Where People Are In Right Frame of Mind to Attend
  to Message
• Where Service is Provided
• Where People Will Act

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Important Considerations for Place

• Available
• Easy to Find and Use
• Appropriate
• Timely

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Promotion

• What most people associate with social
  marketing

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Promotion

• Creation of messages that are memorable and
  persuasive
• Message design elements
• Type of Appeal
• Tone
• Spokesperson

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Steps

• 1. Initial Planning
• 2. Formative Research
• 3. Strategy Formation
• 4. Program Development
• 5. Program Implementation
• 6. Tracking and Evaluation

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Initial Planning

• Use existing data
• Use planning model to make preliminary decisions
• eliminate options
• guess best options
• Make list of data needs

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Formative Research

• Identify subgroups that differ
• Benefits or barriers
• Readiness to adopt product
• Understand consumers wants and needs
• Identify factors that influence behavior

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Strategy Development

• Select target audiences
• Set behavioral objectives for each segment
• Design interventions for addressing behavioral
  determinants

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Comprehensive Strategy

• Product strategy - maximize benefits
• Pricing strategy - minimize price
• Overcome other barriers
• Enhance skills, social support

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Comprehensive Strategy

• Placement Strategy
• Where to offer tangible products
• Where to offer services
• Where to place information

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Message Design Guidelines

• Audience To whom is the message addressed?
• Behavioral Objective What are you asking them to
  do?
• Benefits What will they get if they do it?
• How can you support the promise?

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Campaign Development

• Materials development and pre-testing
• Professional training materials
• Product development
• Develop system for monitoring and tracking
  progress

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Implementation

• Coordination
• Sustainability
• Training and motivation of front line sales
  force
• Distribution of materials
• Dissemination of information

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Tracking and Evaluation

• Collect information on progress
• Use tracking information to make needed
  mid-course revisions
• Assess program impact and cost-effectiveness
• Use findings to identify new problems that
  require re-planning

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Summary

• Social marketing is more than social advertising
• It uses a systematic model to plan effective
  interventions
• Based on understanding what consumer wants and
  needs
• Behavior is the bottom line

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Systematic Data Based Decision Making

• Know the audience What do they want and need?
• Specify the behavioral objective What do I want
  to help them do?
• Identify behavioral determinants What factors do
  I need to address?
• benefits, barriers, social norms, self efficacy

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Interventions

• What am I offering? Whats my product?
• Price?
• Place?
• Promotional activities?

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Social Marketing Logic Model
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Social Marketing Logic Model
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Social Marketing Logic Model
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Resources

• Social Marketing Improving the Quality of Life.
  Pillip Kotler, Ned Roberto, Nancy Lee
• Fostering Sustainable Behavior An Introduction
  to Community-Based Social Marketing. Doug
  McKenzie-Mohr, William Smith

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Resources

• Pre-Testing Materials
• Guidelines for Developing Easy to Read
  Materials
• http//www3.doh.wa.gov/here/howto/toolbox

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Thank you!