SOCIAL%20MARKETING

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

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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

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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 Marketings 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 products 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

• SegmentationMarketing Model
• Marketers know they cant 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 Psof Social Marketing
Product Price Place Promotion
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Social Marketing

• Product
• What were 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 users 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