What is social marketing and How to apply social marketing in health interventions

1. What is social marketing and How to apply social marketing in health interventions Dr Ray Lowry Senior Lecturer University of Newcastle r.j.lowry@ncl.ac.uk

3. Marketing? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives."

4. What is Marketing? Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities.

5. What is Marketing? In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors.

6. What is Marketing? ……Involves doing market research on customers, analysing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.

7. What is Marketing? "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." -Contemporary Marketing Wired (1998) by Boone and Kurtz. Dryden Press.

8. Business philosophy: • “Producing what you can sell, not selling what you can produce” • Voluntary behaviour change: • Purchase; repurchase; switching; foot fall • Techniques: • Objective setting; segmentation and targeting; market research; mix; strategic vision

9. What is Social Marketing? Borrowing from commerce; “Can you sell brotherhood like soap?” (Weibe 1951)

10. The Meaning and Importance of a Social Marketing Approach Social marketing challenges the view that when a health promotion campaign fails, the defect resides in the people targeted by the campaign rather than in the campaign itself. Often in public health, when a …….. campaign fails to produce the desired change in knowledge, attitudes, or behaviours, the assumption is that these desired out-comes are essentially intractable or that people are just not ready to change.

11. A social marketing approach has a strong formative component, meaning that the interpretations, reach, and impact of a social marketing campaign are analysed on a continual basis as the campaign is developed and implemented, with the results fed back to campaign designers and implementers. This is in contrast to most public health marketing campaigns, which typically are implemented in a one-shot fashion, without much market segmentation and without collecting information along the way to feed back to the campaign designers and implementers.

12. Barriers to the social marketing of public health include difficulties in identifying and classifying narrow audience segments, obtaining appropriate "consumer" or behavioural data on the targets of the intervention, developing strong yet simple product concepts in reaching vulnerable populations (including those most negatively oriented to the marketing message), and implementing and maintaining long-term strategies.

13. Social Marketing: Basic Principles Voluntary change Consumer orientation Mutually beneficial exchange The joint creation of value Much more than advertising Focus Relationships not transactions • Voluntary change • Consumer orientation • Mutually beneficial exchange • The joint creation of value • Much more than advertising • Focus • Relationships not transactions

14. What is social marketing and How to apply social marketing in health interventions

15. Plan The problem Results The solution

16. The problem The impacts of smoking in pregnancy are well documented higher rate of miscarriage, perinatal mortality, low birth weight and sudden infant death syndrome Approximately 30% of women who smoke in Great Britain continue to smoke during pregnancy

17. April 2001-March 2002 around 19 women set a quit date and 8 successfully quit smoking at the 4 week stage through the mainstream service.

18. Activity Sunderland smokers cessation support April-June 2002 compared to control areas (other Primary Care Trusts in North East England)

19. What we found They feel awful Information poor Womb with a who? Body language professionals Don’t want to be nagged

24. Role play

25. Role play sessions with midwives Sunderland smoking cessation activity (pregnancy) by month (referral to service, quit date and 4 week quit rates)

26. well established Pregnancy Service (April 2002 – June 2003) 541 pregnant women have been referred to the service 316 pregnant women have set a quit date 131 pregnant women remain quit at their 4 week follow up (42% quit rate)

28. And the good news is Intervention transferable Technology transferable

29. Prescriptions for sugar-free medicines before (1995) and after (1997) social marketing intervention

31. A CREATIVE BLUEPRINT FOR SOCIAL MARKETING INTERVENTION Objective: What are you trying to do? Target Audience: Who are you trying to reach? primary and secondary Current Attitudes: What does your target audience currently believe to be true, regarding your issue?

32. Desired Action: What do you want the audience to DO as a result of your message? Primary Selling Proposition: What's in it for them? Support: What research, proof, other successes or evidence exists to support your message? Personality: What kind of tone do you want to utilize? Humour? Suspenseful? Everybody's On Board? Educational? Sombre? Non-condescending? Success Indicators: How will you know you have succeeded?

36. Interventions now possible: Oral hygiene Cervical cancer screening Breast cancer screening Smoking cessation Alcohol Sugar free medicines Prescribing waste Vaccine uptake

37. What is social marketing and How to apply social marketing in health interventions Dr Ray Lowry Senior Lecturer University of Newcastle r.j.lowry@ncl.ac.uk