Fundamental Approaches to Social Marketing in Health Care

1. Fundamental Approaches to Social Marketing in Health Care Alan R. Andreasen Georgetown University Preterm Births and Unnecessary Cesarean Deliveries

2. 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: • Strategic planning • Program design • Leadership • (and in your personal lives!!) Preterm Births and Unnecessary Cesarean Deliveries

3. The beginnings: practice • International • 1968 – Nirodh family planning Program was launched in India with 6 corporate partners Preterm Births and Unnecessary Cesarean Deliveries

4. The beginnings: • United States • 1972 – National High Blood Pressure Education Program (NIH) Preterm Births and Unnecessary Cesarean Deliveries

5. Typical results of international family planning programs Preterm Births and Unnecessary Cesarean Deliveries

6. Key result of high blood pressure program Preterm Births and Unnecessary Cesarean Deliveries

7. 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” Preterm Births and Unnecessary Cesarean Deliveries

8. Today – social marketing is widely implemented • Government agencies and nonprofit organizations • USDA • CDC • USAID • World Bank • AARP • Academy for Educational Development • Population Services International • Commercial organizations • Porter Novelli • Fleischman-Hillard • Ogilvy • Individuals worldwide • Georgetown’s social marketing listerver now has 2300 participants in 40+ countries chatting daily Preterm Births and Unnecessary Cesarean Deliveries

9. Social marketing books are everywhere Preterm Births and Unnecessary Cesarean Deliveries

10. A most ambitious programs in the United Kingdom National Social Marketing Centre U.K. Preterm Births and Unnecessary Cesarean Deliveries

11. Some recent confusion . . . • Social networking • Versus • Social marketing Preterm Births and Unnecessary Cesarean Deliveries

12. So why is it called social marketing? What does commercial marketing have to contribute? Preterm Births and Unnecessary Cesarean Deliveries

13. Commercial Marketing • In the private sector, it is getting target audiences to: • Buy a Ford • Choose McDonalds over Burger King • Fly United • Stay at a Marriott hotel • The organizational bottom line is: • Sales • Market share • Growth Preterm Births and Unnecessary Cesarean Deliveries

14. 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 Preterm Births and Unnecessary Cesarean Deliveries

15. It is all about . . . Influencing Behavior ! Preterm Births and Unnecessary Cesarean Deliveries

16. The major challenge of all organizations: • Getting people to do things • Target audiences • Bosses • Teammates • Subordinates • Supporters Who else??? Preterm Births and Unnecessary Cesarean Deliveries

17. What are the behaviors YOU need to influence to be successful on your job (Try this at work!!) Preterm Births and Unnecessary Cesarean Deliveries

18. 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 Preterm Births and Unnecessary Cesarean Deliveries

19. The “upstream” versus “downstream” challenge Take childhood obesity – should you focus just on the kids? Preterm Births and Unnecessary Cesarean Deliveries

20. 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 Preterm Births and Unnecessary Cesarean Deliveries

21. So, where do you start?? • Behavior of target audiences is the bottom line • So, pick a SPECIFIC behavior • Pick a SPECIFIC target audience segment Preterm Births and Unnecessary Cesarean Deliveries

22. The requirements for good social marketing: Preterm Births and Unnecessary Cesarean Deliveries

23. What is your organization’s mindset? • Organization-centered or • Target audience-centered? Preterm Births and Unnecessary Cesarean Deliveries

24. A target audience-centered process: Listening* Planning Pretesting* Implementing Monitoring* Revising/ Recycling Preterm Births and Unnecessary Cesarean Deliveries

25. Starting point is always listening to the target audience What do you learn? Preterm Births and Unnecessary Cesarean Deliveries

26. Four key frameworks Framework 1 • Motivation • Do they want to do it? • Opportunity • Do have the option? • Ability • Can they bring it off? M O A Preterm Births and Unnecessary Cesarean Deliveries

27. Framework 2: Stages of Change • Precontemplation • Contemplation • Preparation/Action • Maintenance Preterm Births and Unnecessary Cesarean Deliveries

28. Framework 3: Competition The behaviors you want always have competition!! Preterm Births and Unnecessary Cesarean Deliveries

29. Framework 4: BCOS • Benefits • Costs • Others • Self-assurance BCOS Costs Benefits Target Audience Self-assurance Others Preterm Births and Unnecessary Cesarean Deliveries

30. Percent of students who smoked cigarettes on one or more of the past 30 days Preterm Births and Unnecessary Cesarean Deliveries