Transcript Evolution of Social Marketing

Fundamental Approaches to
Social Marketing in Health Care
Alan R. Andreasen
Georgetown University
Nov. 3, 2010
Preterm Births and Unnecessary
Cesarean Deliveries
What I will cover:
 Some history:
 key individuals
 Milestones
 Where we are now
 Key concepts and tools
that have been found
to be very useful:
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Strategic planning
Program design
Leadership
(and in your personal
lives!!)
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The beginnings: practice
 International
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1968 –
Nirodh family planning
Program was launched
in India with 6
corporate partners
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The beginnings:
 United States
 1972 – National
High Blood
Pressure
Education
Program (NIH)
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Typical results of international family
planning programs
Percent
Contracepting
Children
per
household
1985
2000
1985
2000
Morocco
29%
55%
7
3.1
D. R.
50%
69%
3.2
2.7
Peru
46%
69%
4.1
2.8
Turkey
38%
63%
4.3
2.6
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Key result of high blood
pressure program
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The beginnings: academic
legitimacy
 1969 – Kotler and
Levy: “Broadening the
Concept of Marketing”
 1971 – Kotler and
Zaltman: “Social
Marketing: An
Approach to Planned
Social Change”
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Today – social marketing is widely
implemented
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Government agencies and nonprofit organizations
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USDA
CDC
USAID
World Bank
AARP
Academy for Educational Development
Population Services International
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Porter Novelli
Fleischman-Hillard
Ogilvy
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Georgetown’s social marketing listerver now has 2300
participants in 40+ countries chatting daily
Commercial organizations
Individuals worldwide
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Social marketing books are
everywhere
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A most ambitious programs in the
United Kingdom
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Some recent confusion . . .
 Social networking
 Versus
 Social marketing
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So why is it called social
marketing?
What does commercial marketing
have to contribute?
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Commercial Marketing
 In the private sector, it is
getting target audiences
to:
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Buy a Ford
Choose McDonalds over
Burger King
Fly United
Stay at a Marriott hotel
 The organizational
bottom line is:
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Sales
Market share
Growth
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In social marketing . . .
 Its about getting
target audiences to:
 Stop smoking
 Practice safe sex
 Intervene in cases of
violence
 Bottom line:
 The target audience
is better off
 Society is better off
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It is all about . . .
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The major challenge of all
organizations:
 Getting people
to do things
 Target
audiences
 Bosses
 Teammates
 Subordinates
 Supporters
Who else???
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What are the behaviors YOU need to influence
to be successful on your job (Try this at work!!)
Target Audience
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Behavior
But social marketing is really a LOT harder
 Huge expectations –
miniscule budgets
 Often focused on
negative demand
 Sensitive issues
 Benefits that are:
 Invisible
 Far in the future
 Only for other people
 High scrutiny
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The “upstream” versus “downstream”
challenge
Take childhood
obesity – should
you focus just on
the kids?
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To really attack the child’s problem, there are a
lot of those (upstream) who need to act:
 Parents
 School administrators
 McDonalds’ marketing
director
 Radio Station news
director
 Political leaders
 Government regulators
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So, where do you start??
 Behavior of
target audiences
is the bottom line
 So, pick a SPECIFIC
behavior
 Pick a SPECIFIC
target audience
segment
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The requirements for good social
marketing:
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What is your organization’s
mindset?
 Organizationcentered
or
 Target audiencecentered?
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A target audience-centered process:
Listening*
Planning
Pretesting*
Implementing
Monitoring*
Revising/
Recycling
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Starting point is always listening to
the target audience
What do you
learn?
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Four key frameworks
Framework 1
 Motivation
 Do they want to
do it?
 Opportunity
 Do have the
option?
 Ability
 Can they bring it
off?
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Framework 2: Stages of Change
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Precontemplation
Contemplation
Preparation/Action
Maintenance
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Framework 3: Competition
The behaviors you want
always have
competition!!
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Framework 4: BCOS
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Benefits
Costs
Others
Self-assurance
BCOS
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Benefits
Costs
Target Audience
Others
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Self-assurance
Percent of students who smoked cigarettes on one
or more of the past 30 days
50
Percent
40
27.4
30
20
10
18.5
25.2
20.9
15
8.6
17.9
7.8
0
1998 1999 2000 2003 1998 1999 2000 2003
Middle School
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High School
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