Health Communications and Social Marketing for IPP

1. Health Communications and Social Marketing for IPP Sureyya E. Hornston, PhD, MPH Centers for Disease Control and Prevention (CDC), Division of STD Prevention, Behavioral Interventions and Research Branch Atlanta, GA May 17, 2007

2. Session Outline • How does mind work? Facts and Realities • Effective Health Communication Efforts • Incorporating Social Marketing Principles • Resources • What’s next? Putting it all together

3. My Objectives: • Introduce effective health communications and social marketing principles • Assist audience in starting to think like a “marketer” for future IPP initiatives

4. Newsweek and Discovery Channel Poll (2000) • 83% of the respondents knew about the harmful effects of sugar and fatty foods • Only 42% were seriously trying to improve their diets.

6. Things to ponder about… • More information in the last 30 yrs. than in the previous 5000 yrs. • More than 4000 books published around the world every day. • As volume increases, is any of the information getting into people’s minds???

7. “Positioning” AND “Re-positioning” • MIND: The ultimate marketing battleground • The better understanding of how mind works = the better “positioning” • Positioning and re-positioning determine how people will think about your “Product/process/ idea” – Appeal via the benefits

8. Understanding the MIND • Minds are limited. • Minds hate confusion and can lose focus easily. • Minds are insecure. • Minds don’t change easily.

9. Minds are limited • First, get through the “volume control” • Second, the message is in short-term memory (Rule of Seven) • Third, it must be transferred to long-term memory (80% never gets transferred!) WHY?? Because, minds have to be selective. • Message = Not interesting, not emotional.

10. Minds hate confusion and can lose focus easily. • Information and data • More information = More confusion • Solution: • Bite size information that is easily understood and KISS • Focus on a few powerful information and drive it into the mind.

11. Minds are insecure • Most people tend to do what others do • “Principle of social proof” Behavior is correct = others perform it This can be a conduit to influencing behaviors by: • Testimonials • Creating a “bandwagon” effect

12. Minds don’t change easily “Belief systems are important from the perspective of information, because beliefs are thought to provide the cognitive foundation of an attitude. In order to change an attitude, it is necessary to modify the information on which the attitude rests. It is therefore, necessary to change a person’s beliefs, eliminate old beliefs, or introduce new beliefs.” Attitudes & Perceptions by Drs. Petty and Cacioppo

13. What can we do? • Effective Communication AND • Social Marketing can help…

14. Effective health communication efforts • Segment the general population and • Target specific audiences with specific health messages (Audience segmentation) ONE SIZE DOES NOT FIT ALL!

15. Benefits of audience segmentation • Effective use of resources • Culturally competent, customized strategies • Appropriate channels of communication • Providing pportunity to establish partnerships with audience focus • Identification of the “easier to change” audiences (Diffusion of Innovations Theory)

16. Segmenting the general population • Demographics • Physical/Medical history • Behavioral characteristics (“Do’ers” versus “Non-Do’ers”)

17. Effective health communication efforts (Cont’d.) • Develop audience-centered messages with a “consumer perspective” • Capture and secure the attention of the “right audience”

18. Effective health communication efforts (Cont’d.) • Make messages crystal clear, and include easy action steps – appropriate for the audience’s stage of readiness Example: • Target audience at Pre-contemplation: No perceived risk/relevance - Increase awareness • Target audience at Contemplation: Promote benefits, minimize perceived costs

19. Effective health communication efforts (Cont’d.) For message delivery • Involve a multi-pronged “systems approach” (Different modes and channels) • Plenty of repeat messaging (One-time messaging does not work!)

20. Effective health communication efforts (Cont’d.) • Base communication interventions on a behavioral theory or model • Consider using social marketing principles and techniques

21. What is Social Marketing? Social marketing is...“The application of commercial marketing techniques to the analysis, planning, execution,and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society.” Alan Andreason

22. Social Marketing is… “the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one group of target adopters.” Philip Kotler and Gerald Zaltman

23. Social Marketing is not… • Advertising • Public relations • Slick packaging of communication materials • Condom distribution • Health education

24. Difference between Health Education/Promotion and Social Marketing? • Health education/Promo: Relays information, and educates individuals about a certain health issue END PRODUCT: Individuals who are educated • SM’ing: Focuses on “exchange of value,” “competition,” and careful audience segmentation END PRODUCT: Behavior change

25. Marketing “Marketing is co-existent with life. I offer something and you give me something back. Even in relationships, you are marketing yourself, because you want the other person to accept you.” Dr. Sydney Levy - University of Arizona

32. Social Marketing: A Model for Interventions that Facilitate Change HOW YOU TELL THEM ABOUT WHY THEY WANT TO DO IT THE WHAT, WHY, WHERE, AND HOW Pricing Promotion or Communication Increasing knowledge classroom teaching Increasing benefits mass media messages Decreasing barriers media advocacy Improving self-efficacy small group discussion Increasing social pressure patient/doctor interaction or norms point of purchase displays community meetings What is the health WHO MUST ACT TO WHERE (HOW) THEY CAN worksite education problem? RESOLVE PROBLEM DO BEHAVIOR ETC, ETC What actions could Target audience Place Stakeholder,group,or reduce the problem individual market community resources research partnerships specific clinics product offering sites **may be where they learn how to do behavior (training) POLICY/RULES THAT INFLUENCE THE ACTION WHAT ACTION MUST BE Policy, rules, legislation TAKEN Methods we can use to increase Product or Behavior social pressure, provide describing the action in a way protection for public, that is relevant to the target create action by third parties, and audience and helps fulfill some create incentives for health unmet need, but not contrary enhancing policies to science Social Marketing as a Model for Interventions that Facilitate Change Dr. Susan D. Kirby, 1995

33. WHO needs to change WHAT must they DO WHY andWHYthey might NOT do this behavior WHERE or WHEN they will get access, learn how, or see new behavior HOW you will tell them about the WHO, WHAT, WHY, WHERE and WHEN Intended Audience Specific behavioral objective Key factors influencing behavior in audience Interventions that address the behavioral influencing factors Communication component of intervention plans Social Marketing Elements

34. Four P’s of Social Marketing • Product • Price • Place • Promotion • Pull & Push • Policy

35. Four P’s of Social Marketing (Cont’d.) Product: • Tangible (e.g. Condoms, medication) • Intangible (Behavior change among certain target audiences to do the intended behavior)

36. Four P’s of Social Marketing (Cont’d.) Price: • Direct cost of the product in $$’s • Indirect cost of the product (psychological, social, situational)

37. Four P’s of Social Marketing (Cont’d.) Place: • Message dissemination (via electronic or print media, billboards, etc.) • Product distribution • Going where the “customer” is

38. Four P’s of Social Marketing (Cont’d.) Promotion: Communicate to the target audience(s) that the product is worth the price.

39. Other P’s of Social Marketing Pull & Push: • Two strategies that work together • “Push” is aimed at the “distributor” • “Pull” is aimed at the “consumer” • Reinforcing, synergistic effect

40. Other P’s of Social Marketing Policy: What can be done at organizational level or at government level to support the changes we are striving for?

41. Exercise One What is the “Price?”

42. Everyone is tuned into… ….WIIIFM

43. Everyone is tuned into… What Is In It For Me?? WIIIFM

44. Everyone is tuned into… What Is In It For Me?? WIIIFM

46. WIIIFM in Social Marketing • If you do X you will get Y • X is a behavior • Y is something valued by audience • tangible • intangible

47. Incorporating WIIIFM • Think from audience perspective • Address influencing factors from their perspective • Communicate from their perspective • Finding a MATCH between the desired program behavior and WHY the audience might WANT to do it