What is social marketing

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What is social marketing and How to apply social
marketing in health interventions
Dr Ray Lowry Senior Lecturer University of
Newcastle r.j.lowry_at_ncl.ac.uk
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Marketing? Marketing is the process of
planning and executing the conception,
pricing, promotion, and distribution of
ideas, goods, services, organizations, and
events to create and maintain relationships
that will satisfy individual and organizational
objectives."
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What is Marketing?   Most people think that
marketing is only about the advertising and/or
personal selling of goods and services.
Advertising and selling, however, are just two of
the many marketing activities.
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What is Marketing? In general, marketing
activities are all those associated with
identifying the particular wants and needs of a
target market of customers, and then going about
satisfying those customers better than the
competitors.
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What is Marketing? Involves doing market
research on customers, analysing their needs,
and then making strategic decisions about
product design, pricing, promotion and
distribution.
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What is Marketing? "Marketing is the process
of planning and executing the conception,
pricing, promotion, and distribution of ideas,
goods, services, organizations, and events to
create and maintain relationships that will
satisfy individual and organizational
objectives." -Contemporary Marketing Wired (1998)
by Boone and Kurtz. Dryden Press.  
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Business philosophy Producing what you can
sell, not selling what you can produce Voluntary
behaviour change Purchase repurchase
switching foot fall Techniques Objective
setting segmentation and targeting market
research mix strategic vision
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What is Social Marketing?
Borrowing from commerce Can you sell
brotherhood like soap? (Weibe 1951)
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The Meaning and Importance of a Social Marketing
Approach Social marketing challenges the view
that when a health promotion campaign fails, the
defect resides in the people targeted by the
campaign rather than in the campaign itself.
Often in public health, when a .. campaign
fails to produce the desired change in knowledge,
attitudes, or behaviours, the assumption is that
these desired out-comes are essentially
intractable or that people are just not ready to
change.
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A social marketing approach has a strong
formative component, meaning that the
interpretations, reach, and impact of a social
marketing campaign are analysed on a continual
basis as the campaign is developed and
implemented, with the results fed back to
campaign designers and implementers. This is in
contrast to most public health marketing
campaigns, which typically are implemented in a
one-shot fashion, without much market
segmentation and without collecting information
along the way to feed back to the campaign
designers and implementers.
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Barriers to the social marketing of public health
include difficulties in identifying and
classifying narrow audience segments, obtaining
appropriate "consumer" or behavioural data on the
targets of the intervention, developing strong
yet simple product concepts in reaching
vulnerable populations (including those most
negatively oriented to the marketing message),
and implementing and maintaining long-term
strategies.
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Social Marketing Basic Principles
Voluntary change Consumer orientation Mutually
beneficial exchange The joint creation of
value Much more than advertising Focus Relationshi
ps not transactions

• Voluntary change
• Consumer orientation
• Mutually beneficial exchange
• The joint creation of value
• Much more than advertising
• Focus
• Relationships not transactions

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What is social marketing and How to apply
social marketing in health interventions
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Plan The problem Results The solution
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The problem The impacts of smoking in pregnancy
are well documented higher rate of miscarriage,
perinatal mortality, low birth weight and sudden
infant death syndrome Approximately 30 of
women who smoke in Great Britain continue to
smoke during pregnancy
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April 2001-March 2002 around 19 women set a quit
date and 8 successfully quit smoking at the 4
week stage through the mainstream service.
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Activity Sunderland smokers cessation support
April-June 2002 compared to control areas (other
Primary Care Trusts in North East England)
Progress PCT A PCT B PCT C PCT DE Sunderland North East
Set quit date 18 10 26 6 47 107
Success quit 4 weeks self report 2 3 10 2 17 34
Not quit 4 weeks self report 8 5 10 4 19 46
Not know / lost 8 2 6 0 11 27
Quit 4 weeks validated CO analyser 2 3 9 0 15 29
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What we found They feel awful Information
poor Womb with a who? Body language
professionals Dont want to be nagged
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Barrier
Difficulty recruiting women Poor existing information Health professionals lack of enthusiasm No nagging/make them feel worse
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Intervention
Proactive recruiting, dedicated worker, home visits Design and pre-test new marketing/Information material with target population Role play to engage health professionals Consumer friendly cessation support (including dedicated worker)
Barrier
Difficulty recruiting women Poor existing information Health professionals lack of enthusiasm No nagging/make them feel worse
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Role play
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Sunderland smoking cessation activity (pregnancy)
by month (referral to service, quit date and 4
week quit rates)
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well established Pregnancy Service (April 2002
June 2003) 541 pregnant women have been referred
to the service 316 pregnant women have set a
quit date 131 pregnant women remain quit at
their 4 week follow up (42 quit rate)
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And the good news is Intervention
transferable Technology transferable
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Prescriptions for sugar-free medicines before
(1995) and after (1997) social marketing
intervention
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A CREATIVE BLUEPRINT FOR SOCIAL MARKETING
INTERVENTION Objective What are you trying to
do? Target Audience Who are you trying to
reach? primary and secondary Current Attitudes
What does your target audience currently believe
to be true, regarding your issue?
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Desired Action What do you want the audience to
DO as a result of your message? Primary Selling
Proposition What's in it for them? Support
What research, proof, other successes or evidence
exists to support your message? Personality
What kind of tone do you want to utilize? Humour?
Suspenseful? Everybody's On Board? Educational?
Sombre? Non-condescending? Success Indicators
How will you know you have succeeded?
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Interventions now possible Oral hygiene
Cervical cancer screening Breast cancer
screening Smoking cessation Alcohol Sugar free
medicines Prescribing waste Vaccine uptake
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What is social marketing and How to apply social
marketing in health interventions
Dr Ray Lowry Senior Lecturer University of
Newcastle r.j.lowry_at_ncl.ac.uk