Transcript Applying Principles to Newborn Hearing Screening Social Marketing

Applying Social Marketing Principles
to Newborn Hearing Screening
Lynda Bardfield van Over
AIR Health
Washington, DC
Faculty Disclosure Information
In the past 12 months, I have not had a significant
financial interest or other relationship with the
manufacturer(s) of the product(s) or provider(s) of
the service(s) that will be discussed in my
presentation.
This presentation will (not) include discussion of
pharmaceuticals or devices that have not been
approved by the FDA or if you will be discussing
unapproved or “off-label” uses of pharmaceuticals
or devices.
Information alone
doesn’t change behavior.
Social Marketing
Process of influencing human behavior on
a large scale, using marketing principles for
the purpose of societal benefit, rather than
commercial profit.
—W. Smith
“Selling”
Behavior Change

Consumer Orientation

Audience Segmentation

Exchange Theory

Marketing Mix
CONSUMER
ORIENTATION
Who Must Act
To Solve Problem?
Target Audience

Primary—People you want to do
something new or different

Secondary—People who influence them
(facilitate or impede)
INFLUENCERS
Who (do they talk to about
health) (influences their
actions) (provides info,
products, services)?
Who is the Audience?
Consumer Based
Health Communication
“Good communication appeals to the audience in
an intelligent manner, as an equal, opting for the
highest common denominator rather than the
lowest. The approach is more participatory.
People are asked to complete the circle and are
rewarded for it. This creates a depth of
understanding and memorability you can’t get
any other way.”
— Jeff Goodby
Chief Creative Officer
Goodby Silverstein &
Partners
What Can Behavioral
Theory Do?

Increase risk
perception

Instill
confidence

Popularize
behavior
Social Learning Theory
“Learning would be exceedingly laborious,
not to mention hazardous, if people had to
rely solely on the effects of their own
actions to inform them what to do.
Fortunately most human behavior is
learned observationally through modeling.”
—Bandura
Patient-Provider Dialogue
AUDIENCE
SEGMENTATION
When one size won’t
fit all
All Women of
Reproductive Age

How old are they?

How do I reach them?

What’s important to them?
Pre-contemplators
Contemplators
Identify Potential Segments
VARIABLES

Responsiveness—Readiness to change?

Size & Impact—Who would benefit most?

Risk (Perceived & Real)—Who feels
vulnerable?

Accessibility—Who is easiest to reach?
Where?
Segmentation Variables
What do they have in common?
POTENTIAL
AUDIENCE
STAGE OF
BEHAVIOR
(Behavioral
Determinant)
GEOGRAPHIC
DIFFERENCE
DEMOGRAPHIC
DIFFERENCE
SOCIOCULTURAL
DIFFERENCE
PSYCHOGRAPHIC
DIFFERENCE
Women of
reproductive
age
Readiness,
Attitudes,
User/Non-User
Urban, Rural,
Suburban,
Red/Blue State
Age, Gender, Marital
Status, Education,
Income,
Occupation
Language, Religion
Humanitarian, Fatalistic,
Born-again, Risk-taker,
High Self-esteem
(VALS–p. 132)
Prizm
Birds of a Feather

“Geodemographics”

62 neighborhood ‘clusters’

Media Habits, Lifestyles

Gray Collars, Bohemian Mix, Shotguns &
Pickups
EXCHANGE
THEORY
Benefit of adopting
new behavior
outweighs cost
“Costs”

Monetary—$$$ for condoms,
immunization, life jacket

Not—time, effort, energy,
embarrassment, fear, pain

Exit—hardships abandoning current
behavior

Entry—sacrifices adopting new behavior
Exchange
YOU GIVE ME
$1.00
YOU GET
A Pepsi
 Thirst quencher
 Good taste
 Fun
 Youthful feeling
 Girl/boyfriend
Exchange
YOU GIVE ME
$.75
YOU GET
A Condom
 Protection
(Pregnancy/STD)
 Peace of Mind
 Sense of Control
 Hope for Future
“I want my audience to see
____________ as __________________
and as more important and beneficial
than _________________.”
Benefit

Immediate—Peace of
mind, peer approval, fitting
into the prom dress,
increased energy, praise

Long-term—Prevention of
chronic disease, longevity,
world peace
THE
MARKETING
MIX
The 4 P’s
4 P’s

Product

Price

Place

Promotion
The 4 P’s

Product: Design product, service, or
behavior

Price: Manage costs

Place: Make available/accessible

Promotion: Create messages/concepts
Select channels
Questions?