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Building Successful Strategic Partnerships for Community Health Initiatives

Learn how to engage diverse stakeholders such as commercial sector distributors, research agencies, media, volunteers, and more for effective community health programs. Discover strategies to garner cooperation, overcome barriers, involve the commercial sector, harness social pressure, and engage various publics to drive impactful health campaigns.

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Building Successful Strategic Partnerships for Community Health Initiatives

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  1. Creating Strategic Partnerships Andraesen Ch. 10

  2. Other publics • Commercial sector distributors • Research agencies • Public agencies (health agencies) • Media • Retailers • Funders • Volunteers • Paid staff • Other non-profits • Corporations • Health clinics

  3. Why do they matter? • Health clinic workers must treat patients well • Staff and volunteers must be willing to address difficult partners, network • Pharmacies must stock condoms • Newspapers have to write articles • Radio and TV stations must agree to air PSAs • Community leaders need to refer people, recommend behavior • Corporations need to let you put posters up at workplace….

  4. How do you get cooperation? • Increase positive consequences • Decreased perceived costs • Bring social pressure to bear • Make sure target feels confident that the goal can be accomplished

  5. Commercial sector: benefits • Increase sales • Increase profit through enhanced reputation • PR effects of do-gooder • Increase personal well-being • New partnerships or opportunities • (e.g., Ad Council enlisted private agencies in PSAs) • Skill-building • Is the commercial partner aware of opportunity to partner? If so, they are in contemplation stage…

  6. Commercial sector: barriers • Public sector price (e.g. for pharmaceuticals selling condoms in 3d world) • Cost • Public scrutiny/controversy • Working with unprofessionals

  7. Social pressure • Government involvement • Way to differentiate from competitors • Show market interest • (e.g., Porter-Novelli)

  8. Increased behavioral control • Build perception of involvement and control over creative & managerial process

  9. Media involvement • Coverage can make or break a campaign • Be customer-centered (no hard sell!) • Emphasize positive consequences to journalists • Fit their mission • Appeal to customers • Easy (set up photo shoots, etc.) • Meet deadlines • Minimize costs of coverage • Social pressure • Show other media involved or public figures

  10. Involve other publics • Volunteers • Find ways to make job attractive • Need to be treated like permanent staff • Training • Workplace owners/mgrs • Employees are receptive • Healthier workers stay on job longer • Communities & families • Customer-driven approach can work with groups too • Social pressure will be most effective

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